Google TV – 5 Ways to Prepare Your Video Content

By BKV in Media Strategy on June 8th, 2010

In case you are a normal person and don't follow tech news religiously, you might not know that Google will be rolling out its own version of internet and TV integration sometime this fall. While this product is certainly exciting for consumers, it's also exciting for the advertisers that get to make sense of it all. The Google AdWords platform will perform as it does on a computer, since this will be the same internet on your TV, but undoubtedly video content will become more important as consumers will be able to view it easily on their nice, big high-definition televisions.Some pieces of info we know so far: · Google TV isn't a device itself, but rather a platform that can run on a number of devices, including a Blu-ray player, set-top box, or the TV itself. The end result for users will be the same regardless of device - as far as we know right now. · Google TV can be operated by a QWERTY keyboard or by an Android powered mobile phone, which opens up some interesting possibilities of searching by voice or by hand gesture on the mobile   device, although we're not sure how far integration with Android devices will go. · It will feature unified listings (official TV listings, Hulu/YouTube, user content may be in same search results page before you filter it) Here are five tips for how you can prepare your client's or your own brand's video content for Google TV right now, before it's even released. 1 - Develop Video Content (if you don't already have some) This can be as simple as uploading your commercials to YouTube or Vimeo, or as complicated as developing a mini-series of short videos based on your brand. The choice is yours. You simply need some content to show up when your brand or category terms are searched. 2 - Use Closed Captioning if Possible YouTube will do this automatically, if you choose, or you can write out the text yourself. This text will then display in the lower section of your video as it plays, much like on a television feed (and it will be on a TV soon!). Closed captioning is important even when turned off during playback, because it gives a search engine text to read when crawling and indexing content. Some engines can translate audio to text, but it never hurts to include captions. If you choose to have YouTube automatically develop your closed captioning, be sure to double-check their work, as the technology has been known to create some hilarious and unfortunate misinterpretations. 3 - Write a Descriptive and Keyword Rich Title and Description The title and description of your video needs to describe the content accurately, and it's as simple as that. With that rule in mind, however, provide as many details as possible. For example, if your video is about monkeys swinging from trees in the Congo, then "Monkeys in Africa" is accurate, but could contain more detail. Why not make the title "Monkeys Swinging from Trees in Congo Jungle"? This provides more detail and allows you to reach users seeking the exact subject that you cover. 4 - Develop a YouTube channel It's easy enough that you might as well just go ahead and do it. It doesn't have to be branded or customized in any crazy ways, but go ahead and start loading content through your channel. There's no reason that any brand advertising on TV shouldn't have a YouTube channel containing all of its commercials. There will likely be similar options for brands to create their own channels or video content homepages on the Google TV system, so keep an eye out for those opportunities. 5 - Allow comments and social interaction Any kind of community interaction that can take place on your video's page (on any video site) should help keep your video ranking well. Comments and other interactions tell a search engine that people still find your video relevant and useful. While these are only a few suggestions, each will certainly help your video content rank better in a video search environment. Of course, no one outside of Google knows exactly how the Google TV search algorithm will work, but we can assume it will be somewhat similar to other video search algorithms. In other words, there will be additions to this list in the future, but probably no subtractions. Start taping!