Video is now an integral element of search

80% of internet sessions begin with search and video and image search are becoming increasingly important. Video is now being brought into the main search results with Google pulling in videos from YouTube because it is relevant to the search.

There is a lot of activity around video now with TV channels being delivered via the internet, brands experimenting with YouTube brand channels, YouTube in the US taking video ads in the top right hand corner and now the ability to create videos on the fly from a library of video elements and post them to YouTube, websites and even export them in HD format for regional TV ads.

I am currently consulting for Code, part of the Omnicom Group and an extension of their core marketing automation service includes the ability to create video online and flight it to YouTube, cinema or local TV stations. Was presenting the video builder application to a prospective new client in the Midlands earlier this week and they really get how important video will be in the next 12 months.

Search engines will soon be able to identify scenes within video and even specific terms within images. Teenagers have grown up with YouTube and see it as mainstream and core to their internet experience. Brands need to take video seriously, establish a marketing strategy to exploit their video assets and get a first mover advantage.