Home > Video Statistics > SEO for video
  

SEO FOR VIDEO AND COMMERCE

What Do Video Optimisation Services Do For Retailers? 

Figure: 1

49% of connected TV audiences globally watch online short to mid form video content "when there's nothing on" (fig 1: Yume). 

This is a monumental moment for all online retailers who produce short to mid form video content to take their share of living room audiences alongside B-Commerce (Broadcast Commerce), if you have it already. But as we prove below you have to optimise video content to fit the core values your customer's are searching for otherwise it's not your video search result they'll see and it's not entertaining them in the living room.

Figure: 2

Between the hours of 12 and 6pm people "want to see what's going on" (fig 1: Yume). Perhaps bored with the programs on TV you switch out of curiousity to connected TV. At this point as never before a search browser provides video search results on the big screen; whether it's YouTube, Google, Bing or Yahoo. And for a select few select retailers so far video search results have gained them bigger returns whatever the device or screen.

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Why Video SEO?

In a recent online video best practises guide from Econsultancy (that features M&S TV) it was emphasised that those in E-commerce should be benefiting a lot more from video search results. You get 50 times the chance to appear on page 1 of search results with videos (source: Forrester) indexed on your web pages, the visibility in search from using video jumps 41% higher than with just text (source: Aimclear) and overall  Google search engines are already providing 39% of traffic to video online (Source: Tubemogal).

What Does Video Optimisation Include?

 

Figure:3

The biggest exposure to short and mid form video content on connected TV's especially is via search (fig 3: Yume). Search results however require webpages to have: 

 

1. Optimised video players on your website, 

2. Optimised videos on your website that provide all the necessary video meta data. 

 

This means all commerce webpages on a retailer website can entertain on the big screen. It's scalable too, Adjust Your Set maps videos automatically to search engines, estimating a 28% increase in click through rate from search results with video. In some instances that means an extra 37 suits sold a month at £200 a suit. The cost isn't bad either. It's around £20 a video per month for the basic package of 300 videos.

 

As Ecosultancy points out: Many retailers already commit very large spends on text based Search Engine Optimisation (SEO) and yet video optimisation for search, video commerce, video conversion rate optimisation and connected TV's are hugely overlooked and barely scratched on. 

 

Video purifies your message and appeals to the 39% of video search traffic from Google whilst improving traffic to E-commerce. What's great about video search optimisation is it rewards long-term and it affects so many other areas such as product sharing and product recommendations and products reviews but overall it's great kit for gaining and converting traffic. If your player have commerce functionality (fig:4) like most of Adjust Your Set's then video highly entertains and centres on providing product information throughout video content.

 

Figure: 4

   

Optimising For Recommendation Engines

Figure:5

A third of content discovered on Connected TV's are made through recommendation engines (Fig 3: Yume) such as algorithm based trend menus, scheduling insights or social patterning. 

Recommendation engines like YouTube's trial of Moodwall (fig 5) are reaching ever increasing heights of matching search results to emotions and how audiences are feeling (think Buzzfeed).


This is very similar to the recently launched Channel 4seven that compiles the most desired content from the last 7 days of public reactions to content. 

Whilst audiences might be recommended content to on mass - there is still an input, a search or a preference being made and recommendations are always going to be done via an algorithm where optimisation is essential. Take the BBC Iplayer for example, you arrive at the player you click the most popular, featured menus or choose your category to see categoric results.

So even if recommendation engines are the future to core living room audiences then it's not the unapproachable space that retailers might presume if you consider that video optimisation is about contextualising the essense of a video's content e.g. emphasising the meaning or message of videos in words or images that can be processed and applied as relevant search or recommendation engine results. 

Very often today this optimisation provides a feed such as an MRSS that can be applied and then reapplied to many platforms all at once to create the perfect omnichannel experience for brands to broadcast seamlessly with on platforms such as Google TV, Yahoo TV and Apple TV e.t.c. Not to mention the growth in viewers of short to mid form content occurring by optimising videos for mobile webpages (fig 6: 30% of the UK now watch videos on smartphones and tablets (source: NPD Display search).

Figure: 6

How Adjust Your Set Video SEO Works

Search engines connect the fastest to your customers and Video SEO influences these connections as we've seen on a grand scale right into the heart of our living rooms. People buy into 'why' you do things, they buy into the spirit of the 'things' you make because they love your company values and connect easily to your business. So if connecting audiences is your retail objective then Video SEO will help you race ahead in connecting audiences from search engines and drives greater click throughs through shared values. 

Figure: 7

Video search results have a greater click through and higher appeal to audiences because they visually (fig:7) share more faster. Adjust Your Set helps retailers scale Video SEO by automatically mapping and managing your website's videos with search engines and platforms online. They also raise the profile of video content in search and recommendation engines by optimising for primary/seconday keyword searchers, long tail searchers, thumbnails semantics, enhancing repeat views, utilising transcriptions, boosting video interlinking relationships, syndicating to relevant crowds online, enhancing social video shares and improving IA.


For more information on Video SEO from Adjust Your Set do get in touch with matt (at) adjust your set dot tv. Here's some facts that were missed from this article but worth showing.

• Xbox, Apple TV, Google TV, Yahoo TV, LG, Samsung, Panasonic, Boxee and Roku are now all emerging as leaders of connected TV's (source: Reel SEO CTV Guide). 
• 75% of connected TV owners having apps (source: Yume) like YouTube, Hulu, Love Film, Netflix and M&S TV.
• Short to mid form video content is gaining popularity in China where audiences on sites like YouKu are looking for content above and beyond what their Terrestrial broadcasts offer.
  

Home > Industry Thoughts >  Connected TV infographic

INFOGRAPHIC: CONNECTED TV FACTS AND STATS 

Tremor Video has just released an infographic highlighting key statistics on the growth of connected TVs. There are some great nuggets, such as:

• 34 percent of people use a Nintendo Wii to connect their TV to the Internet, more than any other device. As a comparison, only 21 percent of people use a smart TV with native connectivity.

• 90 percent of connected TV users are watching video, and an average of 7.3 hours per week is long-form content.

• The most common use for a connected TV is streaming movies over the Internet, with 69 percent of users doing it.

• Why should advertisers care? 38 percent of people reported visiting a website that was mentioned in an online ad they saw through their connected TV.

For more statistics on connected TVs and other trends affecting the world of online video, click on the Adjust Your Set blog page here.

View the full infographic here..

Home > Industry Thoughts >  The First Digital Olympics

THE 30TH OLYMPICS - THE 1ST 'DIGITAL' GAMES

London 2012: “Inspire a Generation"

In 2005, London won the right to host the 2012 Olympic Games over Paris, who had been the campaign favourites. London’s message was focused on inspiration, motivation and dedication – encouraging young people to become great sportsmen and women. Heather Small’s ‘Proud’ (“what have you done today, to make you feel proud?”) was the accompanying song which helped to emphasise the emotional side to the bid.


So in this way, it was essential for any official Games sponsors to capitalise on the “Inspire a Generation” focus. Adidas and P&G did this brilliantly with their respective “Take the Stage” and “Raising an Olympian” promotions. Neither of their ads were overly pushy of their own merchandise; each focusing more on drumming up support of the Games and the younger generations who aspire to be like their heroes. Adidas even managed to get hold of David Beckham to do some impromptu photo-booth pictures with random, unwitting members of the public. P&G’s “Raising an Olympian” campaign got Dawn French on an athletics track talking about proud mums with cutaways to the women themselves, discussing their ‘future Olympians’. Both brands played up to the concept of the London Games, almost ignoring their want for commercial gain which proved, particularly in Adidas’s case, to have been successful. Adidas have apparently already “recouped” their £100m sponsorship investment of the Games.

Impact of the Games on brands

Biggest uplift in online visits for Olympic Sponsors:
Samsung  (111% uplift)
Adidas  (44% uplift)
Cadbury’s (41% uplift)

“Marketing Week speaks to Cadbury’s London 2012 general manager Norman Brodie about how its activity as a ‘proactive’ Olympic sponsor has given its marketers a legacy of marketing assets to be used across the Cadbury portfolio well beyond 2012.”

However, despite the sponsorship deal, Adidas lost to Nike as “the most engaging brand” at the Olympics – possibly because a lot of the athletes, in particular the 5 and 10k Olympic champion Mo Farah, wore Nike-designed kit.

THE iGAMES


The ‘Red Button’ Olympics

Never before has an Olympic Games been as easily accessible as London 2012. Facebook, Google, Twitter, Apple and in particular the BBC had specific links and live updates to the Olympic Games from the build up right to the end. BBC of course owned the rights to stream all Olympic events – and for the first time had a mixture of BBC1 and BBC3 as well as the red button and iPlayer options presenting all 300 events over the 17 days. The BBC claims that 90% of the British public watched at least one event and that 51.9m people had seen at least 15 minutes of the closing ceremony. 219m Americans also tuned in to our Games according to NBC.  


Mobile Games

According to the London Organising Committee, 60% of the traffic to London2012.com came from mobile devices and apps. Mobile views were, for the first time, almost double the amount of desktop in the evenings and were particularly high after the 3pm slump in desktop views. Mobile app views were still strong at 11pm most evenings, whereas tablet and Web views decreased during this time. In other words, the London Games saw the most activity from every single form of media available to the public, and was more accessible via mobile than ever as people could watch while on the move.  


#Twilympics

Twitter, however, highlighted new issues surrounding the Olympics. Two athletes, one Greek and one Swiss were expelled from the Games for perceived racism and Tom Daley had to deal with cruel taunts about his late father from a “Twitter troll” after his fourth-place finish in the men’s synchronised doubles diving.


SOCIAL MEDIA AT THE LONDON GAMES

Facebook: Most talked about athletes

Usain Bolt: +650,000 fans
Michael Phelps: +750,000 fans
Jessica Ennis: +620,000 fans

Facebook: Most talked about events

Bolt’s 200m victory & Jamaican medal clean sweep
Andy Murray’s defeat of Roger Federer
Jessica Ennis’s gold medal in the heptathlon

Top Olympic Twitter Trends (tweets per minute)

1. Spice Girls’ performance at the closing ceremony – 116,000

2. Usain Bolt’s 200m victory – 80,000

3. Usain Bolt’s 100m victory – 74,000

4. Andy Murray’s gold medal – 57,000

UP CLOSE AND PERSONAL


For Beijing in 2008, Facebook was just about the only real social network people used – and even then it was very different to how it is now. Mobile internet was still in development so apps were not as diverse and developed as they are now, making 2012 the first Olympic Games in history that has been recorded virtually every second of every event, on a number of different internet portals and through video links.

The Games inspired 150m tweets overall and almost crashed during the opening ceremony. 10 million tweets were sent during the opening ceremony. Millions of Facebook users remained online throughout to keep up to date on progress via the site and many more were posting and sharing pictures on Facebook’s sister site Instagram.

Home > Video Statistics > Automotive Video Stats

AUTOMOTIVE VIDEO STATISTICS

Some interesting automotive video related statistics.

 •       When asked what type of advert helped car shoppers decide whether to purchase a car or truck they selected Online Video adverts as the most useful (52%). (Google Automotive Shopping Behavior Study, 2011) http://www.thinkwithgoogle.com/insights/library/studies/automotive-shopping-behavior-study-2011/

•    30% of luxury car shoppers watched videos on their mobile phones prior to a purchase (Source: study by Google, Compete and Polk)

•       30% of people were encouraged to start researching after viewing online video ads, 23% of people were encouraged to consider the brand that was advertised and 17% were prompted to visit the advertisers store. (Google Automotive Shopping Behavior Study, 2011) http://www.thinkwithgoogle.com/insights/library/studies/automotive-shopping-behavior-study-2011/

•      40% of video viewers indicated that online videos were helpful in deciding which brand to purchase. (Google Automotive Shopping Behavior Study, 2011) http://www.thinkwithgoogle.com/insights/library/studies/automotive-shopping-behavior-study-2011/

•       2 of 3 purchasers who viewed automotive online videos did so on YouTube. 40% did so on Car/truck manufacturer websites and Professional automotive review websites. (Google Automotive Shopping Behavior Study, 2011) http://www.thinkwithgoogle.com/insights/library/studies/automotive-shopping-behavior-study-2011/

•    Luxury car shoppers were twice as likely as volume car shoppers to watch consumer-generated online video on their PC and on their mobile device (Source: study by Google, Compete and Polk)

•    Respondents said that online photos and videos were integral to the purchase process for luxury and sports cars than for other types of cars (Source: Ad-ology Research survey on auto purchasers)


  

Home > Video Statistics > Social Video Production

 

THE AGE OF SOCIAL VIDEO PRODUCTION

What does social video production offer marketers and the web?

A very recent report from Pew (the US's premier ethnography/anthropology research institution) found from a sample of 800 US teenagers they interviewed that 37% are regularly participating in online social video chats. And whilst this seems a throwaway affair with social productions and producing social content brands particularly should take this as a way of identifying a growing tribe of 'multimedia connectors' (MC's) that make their own new rules to the future production.

 
There's a tribe growing, you may have noticed or even caught yourself staring at a member of this tribe unbeknown or otherwise coined as Multimedia Connectors (MC's). Normally you'll see these social animals in transit talking, capturing, socialising, tagging, signing in and publishing everything around them all at once on the way home during a very normal day.

You'll spot them holding their phones up at arms distance or even better (perhaps for thieves) holding their Ipads up at arms distance producing videos with friends and posting live to social networks what live ceremonies of life are available to them.

This drive to share more together is growing and growing fast. The tribe of Multimedia Connectors are driving on tanks full of urges, as Pew found, to never “lose touch” (67% of the time according to recent research), to read and write their own news whilst reading and responding to friends news along the way.

But whilst another recent M-Commerce report from Pew found that a quarter of all US adult cell phone owners use their phone to look up product reviews; it has quickly become clear that what consumer groups like MC's need most of all from social video productions or indeed Social TV is for brands to also never lose touch with what products, events and experiences are happening around them as well, leading the way of producing more content that is likely to contain a greater amount of rich expertise.
  
Summary

Social video productions are opportunities for customers to never lose touch with brands who can produce the most in visual style, collaboration, trends, appeal and engagement. Social production is therefore a mamouth essential communication asset if you aspire to be a social video marketer that can quickly identify with audiences as a recult of more regular social video productions. Brands and marketer's themselves run parallel with the same need; to never lose touch with a groups news by quickly getting videos to anyone who needs them at anytime e.g. product reviews.

Brands and marketers need to think a lot more like social media producers who are Multimedia Connectors (MC's) at every opportunity of interest.

Kate Morris recently reminded the SEO community that Marketing Questions Matter. If you're a brand and you no social production strategy then here are her warmup social producer questions to get the ball rolling:

1. Where do your connectors go? 
2. How do they know they need you? 
3. How do we solve connectors personal problems? 
4. How do we make ourselves more available to connectors? 
5. What can we do to make connectors love us? 

It's all down to marginal gains as Dave Brailsford explains about Team GB Cyclists. From a social video production point of view if you can connect daily pockets of disconnected MC's to the expertise they need when producing their own content then as a marketer you're likely to be on course to providing 100% of the relevant video productions that your key psychographic advocator group need the most.

Home > Video of the Week > Chemical Brothers Tron-Velodrome Video

VIDEO OF THE WEEK

THE CHEMICAL BROTHERS TURN OLYMPIC CYCLING INTO TRON

A fantastic video from The Chemical Brothers for their 2012 Olympics composed "Velodrome", a theme song for London's Hopkins Velodrome. Design film Crystal CG International has created a music video depicting a race between two Tron-like cyclists - a great homage to the fantastic wins from our cycling Team GB!

Home > Video Statistics > How many broadband users?

HOW MANY BROADBAND USERS?
Adjust Your Set asks how many UK broadband users are there?

There are 18.7 million broadband users in the UK and a further 5.056 million mobile broadband users in the UK (source: Ofcom 2012), making it a massive 76% of UK adults that have broadband connections and a further 13% of UK adults that connect to mobile broadband!  

The availablity of super fast broadband is growing and around 60% of homes in the UK now have access to super fast broadband but there's competition. Demand is at a high rate for mobile broadband and with 41% of smartphone users admitting they are "now addicted" to their smartphones (source: Ofcom 2012) the need to focus on device strategies for mobile devices and smart phone users is hyphening.


The media landscape is this: people are gradually watching less TV (in purple), computer and laptop use is stalling (pale pink), listening to the radio and reading newspapers (in orange and aqua) are gradually slowing but portable medias (in red) have made their way into our consumption of media and these devices don't accept CDs, DVDs (pale green) or even sometimes USBs. They accept WIFI, ebooks, apps, feeds, streams, libraries of films, archives of music and an endless comodity of connections to a world wide web that supplements every love, hobby, work or interest.