Offering Archived Webcasts Improves Registration Measurably
According to a new study by ON24 Inc., a media marketing provider, focusing on the B2B publishing industry, webcasting can be a powerful marketing and lead generation tool as webcast type (live vs. on-demand), and interactive features (polling, surveys, Q&A) and streaming formats (audio vs. video) are considered.
The report shows that registration and attendance is cyclical depending on the time of year or week:
ON24 compared webcasts lasting less than 60 minutes of a cross-section of 35 B2B publishers, planned, scheduled and held from January through December in 2005 and January through December in 2006. In 2005, the data included 1825 total webcasts,1,015,908 total registrants, and 590,716 total attendees. The same criteria in 2006 yielded 2705 total webcasts, 1,544,706 total registrants, and 862,332 total attendees. According to the report, the findings have an error rate of +/- 2-3%.
Some key findings of the stuey include the following observations:
Webcasting is a cost-effective method for lead generation and delivering complex messages. With webcasts averaging $20,000* to market and produce, the study shows that:
Once a live webcast ended, says the report, archiving that live webcast contributed a significant percentage of additional registrants and attendees for that content.
Though a smaller percentage of B2B publishers incorporated polls & surveys into their webcasts from 2005 (87.07%) to 2006 (73.83%), the percentage of attendees who participated increased from 29.16% in 2005 to 34.01% in 2006
With regard to the impact of audio or video webcasts impact on registration and retention:
The report's notable conclusions for webcast planners suggests that:
To obtain the complete report and charts from ON24, please visit here.