ON24, a producer of webcasting and rich media marketing campaigns for B2B companies, recently released its annual ON24 Insider on Publishing: Key Webcasting Findings for the Publishing Industry report for 2006. The report details trends in the use of webcasting and podcasting (audio webcasting) by B2B marketers, participation, interactivity and other metrics.
Among the key findings:
- The use of both video and audio webcasting by B2B marketers increased in 2006 over 2005, though video grew somewhat faster (44% vs. 32%), driven by the increasing acceptance of webcasts as a B2B lead generation tool and the widespread adoption of broadband Internet connections, even in home and small office environments.
- Average attendance per event increased by about 9%.
- On average, more than half of registrants actually participate in the event.
- The use of live webcasts grew significantly faster than on-demand events, and account for the vast majority (85%) of webcasting events. However, archiving live presentations increases viewership/listenership by nearly 50% on average (not everyone who's interested can attend at the scheduled time).
Again, you can download the entire report here. Audio and video webcasting continues to grow because it enables B2B marketers and publishers to present content in an engaging format. Each has its own advantages: video adds the visual element to presentations, while audio (podcasts) are more portable. Podcasts are also less expensive to produce.
Finally, if webcasting is part of your marketing mix plans for 2007, be sure to use a professional production source -- a poorly produced event can do more damage than good to your brand.
Terms: On24, webcasting growth, podcasting trends, B2B lead generation
The B2B website marketing strategy resource: WebMarketCentral.com
The B2B IT PR and lead generation experts: KC Associates
Contact Tom Pick: tomATwebmarketcentral.com