Eniro Embraces Wacky World of Video Search

Last week the Swedish directory publisher Eniro announced that it has selected Stockholm-based Picsearch to power a video search feature on the eniro.se portal.

Picsearch has an existing relationship with Eniro via its provision of a video search feature on Kvasir.no, Eniro’s Norwegian Web search platform. Eniro has already launched video search on eniro.se (Sweden), eniro.dk (Denmark) and eniro.fi (Finland). Eniro claims that it reaches more than 15 million users via its Nordic online network, which includes general search, IYP, B2B and vertical search properties.

According to data cited in the deal announcement, more than 54 percent of Swedish consumers watch online video at least once a month. Picsearch indexes millions of videos worldwide (including content from YouTube and other video search sites), and also filters out offensive material to put families at ease.

Video search helps Eniro build out its content offering and buttress its goal of being the leading provider of search in the Nordic markets. This means providing a better Nordic search experience than external competitors like Google. While Picsearch certainly indexes the same cats on skateboards video as YouTube and others, it also offers a unique focus on the Nordic markets. Picsearch has an ongoing effort to index video content originating in the Nordic regions.

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