Orlando, Fla.—Cisco Systems has seen the future, and it’s video.

“We think at Cisco that video is the next big play,” Marilyn Mersereau, Cisco senior VP-corporate marketing, said in her presentation last week at the Association of National Advertisers annual conference here. “That is why mobile is so important. The next big thing for marketers is to figure out the mobile space.”

Cisco is making a big push in video in both the b2b and b-to-c spaces. Mersereau showed off the company’s telepresence conferencing technology in a live video discussion with former hockey star Brendan Shanahan, who now works in the NHL’s front office as VP-hockey and business development. Shanahan, who was speaking from Toronto, told how the NHL has been using Cisco’s technology to gather video from around the league to post on NHL.com.

On the b-to-c side, Cisco recently introduced ūmi, its video system for the home; ūmi is being marketed through ads featuring actress Ellen Page using the technology.

“The human network becomes even more human and powerful with video,” Mersereau said, alluding to Cisco’s well-known tagline.