Community integration key for online video campaigns: SES

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NEW YORK - Searchable video content is key when building a video campaign, according to panelists at a Search Engine Strategies Conference & Expo session yesterday called "Online Video Advertising."

The session explored the issue of making video campaigns more visible as the Internet explodes with video. Chad Stoller, executive director of emerging platforms at digital marketing agency Organic Inc., discussed the benefits of being a part of a social community when creating online campaigns with video.

"Video is social, and with all social media people who are going to be successful are those that don't just market, but become a part of the online community and address the needs of that community," he told SES delegates.

Ian Schafer, founder and CEO of Deep Focus, Brooklyn, NY, agreed that social marketing is one way to get the message out and improve site traffic.

"Creating a campaign that gets a lot of buzz and spreads virally will create a visibility when consumers go to search your video," he said.

Deep Focus manages digital campaigns for entertainment firms such as HBO, 20th Century Fox and Universal Music Group, promoting online video campaigns with interactive sites and through social networks.

The agency recently partnered with video ad network ScanScout, which creates targeted ads in real time based on keywords, audio scanning and video image scanning.

These three components are key when it comes to searching for video content since user-generated video makes the Internet an endless sea of content.

Keywords should be incorporated with content, according to Dorian Sweet, executive creative director at interactive marketing agency Tribal DDB, New York.

Tribal DDB is responsible for video campaigns such as the Anheuser-Busch effort that linked television and online video and games with a "wassup" translator viral piece - a game in which people could click on another language and hear "wassup" in a different language.

"Using key language is important to getting the message out in any campaign, and with video it is important to integrate the visual language and the keyword language," Mr. Sweet said.

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