We’re excited to roll out our third research paper in collaboration with Wainhouse Research, entitled “The Evolving Role of Live Online Video in Corporate Marketing.”
Live online video is quickly emerging as an engagement tool for marketers looking to cut through the clutter of communicating with external audiences. Whether the video is used to extend the reach of product launch events, to create engaging descriptions of merchandise for sale or to provide richer forms of customer support, the technology is helping to transform best practices in corporate outreach. Based on a survey of 1,007 executives in Q4 2013, live video within the enterprise can serve as a catalyst for increased productivity and improved corporate brand image, amongst a variety of other attributes.
Several findings from the latest report include:
Increased access will drive adoption – Sixty-three percent of live online video users report that the technology is “easier to use and more reliable than in years past”
Live video will begin to take up more corporate website real estate – Fifty-percent of organizations plan to expand their use of video on corporate websites in 2014
Seventy-two percent of executives prefer live video over on-demand video — But why? Let’s consider some of the appeal of live video vs. video-on-demand (VOD). Today’s socially-driven world craves instant gratification — and there’s nothing more instant than live. Live events bring together a community of engaged viewers that are all sharing the same experience, at the same time. There’s no delay, there’s no spoiler from social media, and you can be anywhere in the world. Don’t get me wrong — VOD is great and we cannot live without it — but there’s something special about experiencing events live. It’s something we all have experienced for decades on a consumer (and mostly physical) level, but technology has helped bridge that gap. Businesses have taken notice and are now adding live video into their marketing tool kits. Forward-thinking companies are harnessing the power of live video for a variety of uses, including:
Far too often today content we come across contains an overdose of hyperbole. Be it in the form of a headline and/or the content itself, we are constantly faced with exaggerations gone wild when it comes to the world of marketing, PR and news — particularly if the word mobile is added to the mix.
That being said, I am sure there are some out there who had visions of hyperbole dancing in their heads when they read the title of a recentBusiness Insider article, sponsored by Ooyala: “We Are Entering The Golden Age Of Mobile Video.”
Usually such lofty praise of “golden age” is reserved for the truly special and monumental type of announcements and pronouncements, right?
Read more from Ustream CEO and Founder, Brad Hunstable, on Medium
Considering adding live video to your marketing playbook? Live video can help you better engage with and build deeper relationships with your audience. But it doesn’t stop there — many brands are now using live video to create excitement, exclusivity, clicks, and conversions. By incorporating live video with social interaction via multiple channels into their content and campaign management strategies, companies are taking customer engagement to the next levels.
Ustream VP of Marketing, David Gibbons, will be joined by Andrew Gaffney (Editor, Demand Gen Report) and DJ Saul (CMO, iStrategyLabs) in this interactive webinar.
Attendees will learn how to:
- Create an interactive social experience using live video
- Improve conversion rates using a multi-channel live video strategy
- Engage customers via their favorite channel whether online or mobile
Sign up now: https://video.ibm.com/lp/dgru_april
Interested in more? Download our white paper from Wainhouse Research about business communications trends and projections over the next three years.
Live video use within the enterprise is continuing to grow at a phenomenal pace, and we’ve been working with Wainhouse Research to help us better understand the growing trend. As you may have seen last December, we rolled out a white paper entitled, “Executive Visions in the Workplace,” which gave us some early insight into current perceptions across a variety of industries. Of particular interest was a stat that showed live video favor varied by executive level, skewing highest for respondents within the C-suite. You can download the full paper HERE.
Today, I’m excited to share our next white paper, which takes a deeper cut into the research. “Gauging Viewership Trends in Live Online Video Business Communications” projects substantial growth of live video business communications over the next three years.
Cisco regularly tracks and forecasts the impact of the rapidly growing Internet video industry. In its latest 2013 Visual Networking Index (VNI) report, the networking giant notes that Ustream, YouTube and other video-streaming services – also known as content delivery network (CDNs) – are becoming the dominant method of delivering online video to computers, TVs and other devices.
While CDNs carried an estimated 53 percent of all global Internet video traffic in 2012, Cisco expects that figure to reach 65 percent in 2017. By then, it forecasts, consumers around the globe will be downloading or streaming three times more online video to their PCs than they did in 2012, or more than 46,000 petabytes a month. That’s enough to fill more than 1 billion DVD discs.