Sri Sharma discusses how paid search agencies can drive performance from video search and mobile search. Two important areas for maximizing return are video search on YouTube and mobile search. For YouTube, agencies should understand customer demographics and psychographics to target relevant media and build scale. Testing different ad formats and capitalizing on social buzz are also recommended. For mobile search, agencies should analyze mobile sales data to target different devices to improve ROI, optimize campaigns by time of day, and leverage click-to-call and mobile payment technologies to bridge online and offline sales. The top takeaways are to understand customer segments, use hyper-targeted paid search like on YouTube, and analyze mobile data to grow performance.