Consumers no longer rely solely on traditional search engines. Younger generations in particular are increasingly turning to platforms such as TikTok, Instagram and YouTube, as well as AI assistants, to find answers. In response to this shift, dentsu Benelux today launches Search First Video. This new approach combines data, creativity and media into a single strategy, using video as the foundation for directly answering consumers’ actual search queries.

With Search First Video, dentsu brings together the expertise of dentsu Media and Dentsu Creative Amsterdam. Rather than running standalone campaigns, this approach connects search behaviour, content creation and distribution, always starting with the consumer’s needs and questions.

Search First Video brings data, creativity and distribution together in one integrated model. By developing video content based on genuine search intent, brands create content that not only contributes to mental availability but also remains discoverable at the moments that matter. This enables dentsu to deliver consistently relevant visibility throughout the entire customer journey, complemented by strategically planned peaks that keep brands top of mind.

“The way people search for and consume content is changing rapidly. For brands, the challenge and the opportunity lie in developing content that responds to the information needs and interests of their audiences, rather than thinking exclusively in terms of campaigns or channels. With Search First Video, we start with those needs. Only then do we determine what content to create, which platform to use and what role the brand should play,” says Jurre Ham, Digital Strategy Director at dentsu Benelux.

Data is always the starting point. Using dentsu’s proprietary analytics solution, iScraper, dentsu identifies which platforms audiences are active on, what their needs are and what intentions drive their search behaviour. YouTube plays an important role as one of the world’s largest search platforms, but the strategy remains platform-agnostic: video follows the search query, wherever it takes place.

“Consumers don’t distinguish between search, content, media or creative. Yet many marketing organisations are still structured around these separate disciplines. With Search First Video, we bring them together in one integrated approach. By starting with consumer behaviour and search intent, we develop more relevant content, increase the effectiveness of media investments and build stronger brands at the same time. That is the power of true integration,” says Ruud de Langen, Chief Growth Officer at dentsu Benelux.