DMNews Digital Insider: Brands and publishers work on Web video strategy

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March 2, 2010 Check out DMNews on your smartphone Inside Digital Brands and publishers work on Web video strategy Dianna Dilworth With more consumers viewing online video, advertising in the channel is also gaining traction as marketers, publishers and agencies establish standards for it.   Latest News Razorfish unveils healthcare practice Nathan Golia Interactive agency Razorfish introduced a dedicated healthcare division on March 1. Known as Razorfish Health, the practice is based in Philadelphia and led by GM Katy Thorbahn. It is the second interactive health practice owned by Publicis Groupe, joining Digitas Health.   NYTimes.com, RMG launch digital out-of-home partnership Mary Elizabeth Hurn 'The New York Times' began distributing content through 850 digital out-of-home screens in coffee shops, cafes and airport newsstands on March 1. The partnership with RMG Networks, a video entertainment and media company, is targeting five cities: New York, Los Angeles, Chicago, San Francisco and Boston.   AirWare revamps marketing strategy to include DRTV, paid search Nathan Golia AirWare, the manufacturer of anti-snoring aid Brez, has overhauled its marketing strategy to include a DRTV campaign and paid search to drive online and phone orders. The DRTV spots, created by Philadelphia-based Impax Marketing Group, will begin airing in March.   Academy uses social strategy to get data Mary Elizabeth Hurn The Academy of Motion Picture Arts and Sciences will take advantage of the March 7 Academy Awards ceremony with consumer engagement, database building and mobile marketing efforts.   CARE reaches donors by joining social, search Dianna Dilworth Marketers can reach more than just Facebook friends or Twitter followers with real-time messaging now that search engines index the latest updates from social media sites.   Opinion Beyond technical SEO John Lee, director of digital marketing and analytics, Flightpath With on-page optimization, the proper use of keywords is extremely important. However, do not forget off-page factors, because there is something external to your site that has an even greater influence: high-quality back-links.   The DMNews Essential Guide to Search Engine Marketing DMNews Essential Guide to Search Marketing now online The 2009 DMNews Essential Guide to Search Marketing is now available online. Click on the image or headline to read.   Powerboost your SEO with social media to drive links, revenue Colton Perry, SVP of technology and creative, NetPlus Marketing Effective SEO strategies, plans and programs are not easy, requiring a high degree of expertise to effect, and a long-term commitment to maintain. But the return can be long lasting. Social media have made a splash in the last couple years as cost-effective and successful strategies for branding and CRM, but they're now ever more important to search.   Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat

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