Association of online publishers Helping media owners build better digital business

Making online video work

Publishers are making great strides in online video - an area with huge potential to engage and monetise viewers. This was the message from a panel of industry experts at AOP's forum on web TV.

The Agency View

Publishers must make their unique selling point for video clear, highlighting the “interactivity of the medium” and how “formats can be used to clients’ best advantage”. Video still needs to be “sold in” to media plans, said Justin White, business director of Neo@Ogilvy.

Telegraph TV is doing just that,its journalists moving seamlessly “from columns to camera”,serving up to 28m views across the site per month, and with that a range of innovative sponsorship opportunities.

Telegraph digital media director Alison Reay announced it will be extending its audience via a series of video widgets which users can embed on social nets and personalised homepages.

SEO-centric video

VideoJug global CEO Nancy Cruickshank stressed the growing importance of making your video search-centric, saying publishers should also foster viewer involvement around video, and syndicate content as widely as possible. Her SEO checklist included:

  • Creating a video site map – a new feature from Google introduced at the start of 2008.
  • Making sure keywords appear in video -search technology on siteslike Blinkx will be able toread the words used within a video's soundtrack.
  • Allowing users to rate your video. Search engines will pay attention to ratings when ranking video.

Members can download speaker presentations here.

Join the AOP group on LinkedIn - open for all Members to join
Subscribe to AOP's e-newsletter.