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One of the trends that are taking hold in the present marketing industry is online video advertising. This would explain why there there are websites and directories creating video spaces for those users who opt to advertise with videos in the different sites. Youtube is still the most watched video portal online, but many sites are taking advantage of the growing success of video marketing, too.

It seems, though, that optimizing video content has become challenging. This is obvious because search engines crawl for text content more than videos and images. Site owners make it harder when they don’t fully utilize optimization and advertise their video content. Take a look at IYP (Internet Yellow Pages), which is not very successful with promoting their video content. This is because they do not optimize the videos and leave the marketing to the users. Looking at this from a marketer’s point of view, it is clearly a missed opportunity for IYP when it comes to search engine marketing.

Here are some tips from Search Engine Land on optimizing video content:

As stated above, search engines still prioritize crawling over text content more than video content. Websites dealing with video content must optimize the web pages with the title and description of the videos, along with tags. Site maps and directories can also come in handy. Basically, you optimize the page as you would any normal web page with text content.

RSS feeds are a great help for better exposure to the search engine crawlers. New sites can start off with a single video RSS fee for all their video content. They can put it in categories and make specialty feeds when the videos have become numerous and popular.

Automated distribution is a great strategy for search engine marketing. This would especially be helpful for videos because every popular video submission sites are still free.

Include “video” as an indexable tag to the pages to help improve upon the quality of the search results. The search engines will be able to crawl for this keyword and optimize on the video content.

Helping to educate and inform the users on search engine marketing and social marketing also helps not only the users but the site as well. Through this, users can be motivated to distribute and promote video content on search engines social media sites. This way, not only will the users be able to learn, they’ll also be able to refer to the site and help promote it.

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Jeremy Allaire and Adam Berrey have posted the latest video trends for 2008:

- Branded Destinations – With the new start ups, the media companies with established brands will continue to build successful branded destinations to help them control the access to audiences.

- Audience Networks – The Big aggregators has the power to reach new audiences so the content owners will continue to develop the strategies of distribution that place elements of their content library into wide distribution, in most cases with advertising attached. Like putting advertisements in youtube.

- Audience Monetization – Nowadays, advertising mainly focus in the Internet TV market that has been on monetizing video streams. But these has not been shortsighted and not that effective as thinking about how to monetize audience. Content owners would search for new ways to blend ad formats, insertion policies, and targeting tactics across pages, short-form video clips, long-form shows, and open distribution.

- Contextual Publishing – Last two years, one of the key insights that short-form online video was best placed n a context. A context is created through the pages in the website, comments from users, line-ups in a player, etc. thus, you can put the right video clips in front of a viewer, which makes everyone happy. Its is expected to grow that it will be extended to slideshows and and audio contents more rich media is brought out the core of websites.

- High-Quality Video – This will push Internet TV closer to traditional broadcast TV, and create new opportunities for brand marketers.

Source: Podcasting News

Global brands are now redefining their advertising strategies by focusing more on their business objective of making sales and profits. Creativity isn’t going to help if it won’t garner sales. As a result, focusing on generating return on investment is embedded on the the different branding campaigns, online branding campaigns not excluded.

Online branding campaigns, though, are hard to measure to determine conversion rates and performance. But it is not entirely impossible. E-consultancy gives some channels online wherein the online branding campaigns can be accounted as effective or not:

1. Rich Media Interactions

User interactions with flash and videos can be determined by mouse-over, banners, videos played, dwell time and response.

2. Clicks and Landings

Big global companies could create a microsite that would attract participation from the users. It may be about gossip or tips (related to the global brand). Every click made to the site will be trackable and user response can be measured.

3. Coupon Redemption

Printable coupons that are redeemed in the stores of the global brand companies shows how effective the branding campaign is. It is an effective measure of success at point of purchase.

4. Social Networking

Social networking sites have proven their effectiveness in generating traffic and attracting visitors. With social networking sites, you can ask for reviews, make polls and surveys, and develop word-of-mouth advertising through the online community.

5. Post-purchase Follow-up

Follow up on the users who cater to the products by asking them to drop by your website for free goodies or more sales. This will develop brand advocacy and cross sell opportunity. You’ll be able to narrow down your target market for future advertising campaigns.