Best Practices for Video Search and Discovery Presented by: Tom Wilde, CEO, RAMP Analysts agree that video is growing, both in terms of volume and the need to expose it to search. In fact, Cisco’s 2013 VNI study predicts that globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012. But video as a format inherently lacks comprehensive metadata that would make it searchable in the same way text-based content is, thus rendering it an “invisible” asset even if the content is appropriate and meaningful. Applying rich metadata to video content is manual, time-consuming and costly. During this session, you will learn about several best practices that can be applied to unlock the value in your video, and make it more discoverable for your target audiences, including: • How automatically creating a rich metadata “fingerprint” for video enables it to be discovered via search • How that metadata can be further exposed and cultivated to create experiences that drive users to related content, and increase video stream starts and time on site • How metadata can be used to drive contextual advertising experiences that offer additional revenue generating opportunities for you and your advertisers.
Citation preview
1.RAMP.com Best Practices for Video Search & Discovery Tom
Wilde, CEO August 27th, 2013 1
2. Whats So Great About Video? 2 3. We watch 5 hrs of TV per
day! Whats So Great About Video? 3 4. But in different ways than
before 4 5. And with more screens than before According to Nielsen,
85% of viewers use a smartphone or tablet while watching TV 5 6.
While Linear TV still dominates 6 7. Cable TV is under pressure 7
8. While YouTube is on a tear 8 9. And Mobile Video is Set To
Explode 9 10. Video Monetizes Far Better $15-$20 $3-$5Display CPM
Video CPM 10 11. Growing faster than any content type 11 By 2016,
the sum of all forms of video will exceed 86% of global consumer
traffic. Clients tell Gartner that the amount of video in their
organizations is increasing at rates varying from 50% to 200%,
annually. At YE2017, the best result for more than 50% of searches
at Global 2000 companies will not be a textual document. Cisco,
Video Networking Index: 2001-2016, May 2012 Gartner, Organizational
'YouTubes' Demand a New Video Responsibility, Feb 2012 Gartner,
Symposium ITXpo, To the Point: Beyond Google and Siri Oct 2012 12.
And flooding into the enterprise 12 Technology, devices, and
software for creating high quality video have become ubiquitous 13.
Creating a new kind of search problem 13 Video is the New Document
driving down the cost of creating high quality video content and
increasing the complexity of video search & content management
14. But Video Presents Challenges Unlike articles, blogs and
documents, videos are a binary content object, typically hindered
by: Lack of metadata and tags Lack of transcript Lack of context
Lack of targeting information Lack of SEO and search Cross platform
complexity ? 14 15. Drive discovery across major search and social
sites & within embedded articles. MORE Discoverable How to make
video.. www.RAMP.com CONFIDENTIAL 15 Increase video sessions and
video viewing with award- winning lean- forward video MORE Engaging
Access video across web, mobile and connected devices. MORE
Versatile Profit from increased consumption & powerful ad
targeting to capture premium video revenue MORE Monetizable 15 16.
Best Practices in Video Discovery (aka Video SEO) SEO best
practices consist of on site and off site efforts: On Site: Clean
URL (permalink), rather than the flash palace Keyword density-
title, description, tags Timecoded transcript-make video look like
a document Related content and outbound links Thumbnails Video
Sitemap!! Offsite Submitting to YouTube/YouTube optimization
Linking strategy 16 17. Best Practices in Video Search Even Video
Search is driven by text: Searching across video catalogues:
Establish a process for creating comprehensive titles, tags and
timecoded transcripts Select robust search technology to search and
sort across facets Timecoded snippets with keyword in context maps
to what users expect in a search result Generate thumbnails to go
with your video results Searching within videos Metadata is the
key-complete metadata for each video makes this possible Jump-to
navigation is critical for longer videos (especially true with
corporate video applications 17 18. Best Practices in Video
Engagement Using Video to drive the context of a users experience
to drive engagement: Search within video Related content (quizzes,
polls, articles, galleries, ads) to video timeline Timecoded tags
within video Related content to video clip Related articles,
galleries 18 19. Demos 19 20. Proprietary & Confidential 20
Video SEO 21. 21 Site Search 22. Proprietary & Confidential 22
TV Everywhere 23. About RAMP Awards Next Generation Search &
Video Solutions We Make Video Valuable Established in 2005, tier-1
venture-backed Reached profitability in 2012 Growing Company,
Strong Financials Cloud-based solution delivers performance and
cost-effectiveness Proven Technology Speech-to-text, Natural
Language Processing developed over 20 years of govt funded R&D
Unique Core IP 23 24. Who We Work With 24 25. Q&A Tom Wilde,
CEO [email protected] www.ramp.com/linkedin www.ramp.com/twitter
25
