WEBCASTS & ONLINE EVENTS - INXPO · 2018 BENCHMAR REPORT For more information please visit , email...
Transcript of WEBCASTS & ONLINE EVENTS - INXPO · 2018 BENCHMAR REPORT For more information please visit , email...
A Look at Trends from Attendance to Engagement
WEBCASTS & ONLINE EVENTS2018 Benchmark Report
2018 BENCHMARK REPORT
For more information please visit www.inxpo.com, email us at [email protected], or call us at (312) 962-3708 2
Executive Summary
Registration & Attendance
Most Popular Days
Most Popular Times
Webcast View Time & Duration
Webcast Interactivity
Popular Online Event Spaces & In-Event Messages
Video on the Rise
Mobile Access & Devices
Popular Browsers & Summary
About West
TABLE OF CONTENTS
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2018 BENCHMARK REPORT
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EXECUTIVE SUMMARY
OVERVIEW
For many years now, online events and webcasts have helped marketers, event planners and corporate communicators extend their reach, drive engagement and maximize ROI.
These tactics are being used throughout the buyer's journey to better nurture prospects, generate leads and provide best practices to buyers post-purchase. Additionally, webcasts and online events are used to reach and engage employees, enable sales teams, and educate both internal and external audiences.
In this report, we will take a look at West Webcasting (STUDIO) and Online Event platform to provide relevant attendance and engagement analysis to better inform future programming.
This study was conducted by West, to provide insights and comparisons into webcast and online event performance to better guide our customers with best practices learned from our findings.
METHODOLOGY Date Range:
• The data provided in the report represents a 12 month period including both live and on-demand for accuracy.
• The date range starts 1/1/17 with a live period ending on 12/31/17 and covering an on-demand period through 3/31/18.
Customer Sample: West has delivered thousands of webcasts and online events for enterprises, associations and media organizations over the past 12 months. We took a sample of these programs that meet our benchmark criteria to share some of the best practices and trends we are seeing across our customer base.
• STUDIO Webcasts with live, simu-live and on-demand states, including stand-alone or webcasts in an event or a series were analyzed.
• Online Events with 1-2 scheduled live days excluding 365 day environments were analyzed.
2018 BENCHMARK REPORT
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REGISTRATION & ATTENDANCEWEBCASTS ONLINE EVENTS
of registrants attend live38% of registrants attend live44%of those registered and did not attend live attend on-demand13% of those registered and did not
attend live attend on-demand9%of those that attend live return to view on-demand9% of those that attend live return
to view on-demand14%of attendees view on-demand31% of attendees view on-demand20%
2018 BENCHMARK REPORT
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WEBCASTS ATTENDED LIVE BASED ON WHEN THEY REGISTERED
2-7 Days Prior 26%
Day Prior 12%
Day Of 12%
REGISTRATION & ATTENDANCE
ONLINE EVENTS ATTENDED LIVE BASED ON WHEN THEY REGISTERED
8-14 Days Prior 18%
2-7 Days Prior 28%
Day Prior 12%
Day Of 5%
Timing plays an important part of your communication strategy. Be sure to take a look at when your audience is registering when scheduling your promotions. As a best practice we recommend activating your marketing 1 month prior to the webcast.
Online Events require a much longer time commitment from your audience than a stand-alone webcast so be sure to start your promotions at least 2-3 months prior to your event date to reach your goals.
7+ Days Prior 50%
15+ Days Prior 37%
2018 BENCHMARK REPORT
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MOST POPULAR DAYSMOST POPULAR DAYS TO SCHEDULE A WEBCAST
Monday4%
Tuesday27%
Thursday34%
Friday5%
Wednesday30%
Saturday0%
Sunday0%
MOST POPULAR DAYS TO SCHEDULE AN ONLINE EVENT
Monday9%
Tuesday21%
Thursday22%
Friday9%
Wednesday38%
Saturday1%
Sunday0%
Thursday continues to be the most popular day to schedule a webcast year over year. However, we did find webcasts scheduled on Fridays tend to have the longest viewing duration.
Online events typically include 1-2 live days, followed by a 3-6 month on-demand period. Events that are scheduled for multiple days tend to start earlier in the week on a Tuesday or Wednesday sharing the most popular days with the webcast category.
2018 BENCHMARK REPORT
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MOST POPULAR TIME TO SCHEDULE A WEBCAST
MOST POPULAR TIMES
When scheduling a webcast, identify the locations and timezones that majority of your audience is attending from and select a time to best reach these groups effectively.
Most online events have their first presentation within the first hour and average 14 hrs. of content with an on demand period of 6 months. The content average has risen and start times are earlier due to the popularity of the "follow-the-sun" event model where presentations run for every time zone to accommodate a global audience.
MOST POPULAR TIME TO START AN ONLINE EVENT
ALL TIMES ARE IN CENTRAL TIME (CT)
36%
1:00PM
12%
12:00PM
13%
11:00AM
21%
9:00AM
11%
8:00AM
15%
7:00AM
2018 BENCHMARK REPORT
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WEBCAST VIEW TIME & DURATION
Average view time of live
webcast (60mins. webcast)
44mins.
Average view time of on-demand
webcast (60mins. webcast)
39mins.
Based on the average view times, scheduling shorter webcasts for 30-45mins. may increase the average attendee view time and engagement.
is still the most popular duration for stand-alone webcasts.
60mins.
2018 BENCHMARK REPORT
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74% of attendees respond to polls in live webcasts.Collect responses in real-time using polling during a webcast to get immediate insights into your audience. Use responses to tailor your content to your audience and their interests.
2018 BENCHMARK REPORT
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WEBCAST INTERACTIVITY INSIGHTS ON HOW AUDIENCES PREFER TO ENGAGE
Select the panels that fit best with your content and your audience to drive engagement.
Interactive panels such as Q&A and Group Chat can help transform a one-way presentation into a two-way conversation.
153 avg. documents views
88% include Q&A
38 avg. questions asked
72% include handouts
2018 BENCHMARK REPORT
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ONLINE EVENTS ARE MADE UP OF
12 avg. 69 avg.
Online events give hosts the opportunity to create an experience filled with content targeted towards its audience.
Presentation and document views are all tracked giving the host insights into the content their attendees are most interested in. Gamification elements such as trivia and badging can boost retention and drive interactivity. 12 avg.
PRESENTATIONS DOCUMENTS LOCATIONS
PERCENTAGE OF ONLINE EVENTS THAT INCLUDE THE FOLLOWING IN-EVENT PROMOTIONS
56% Announcements
Events hosts can take advantage of in-event messaging tools to promote upcoming sessions, or use as another monetization avenue for sponsors to display their message and branding.
49% Marquee Messages
52% Display Ads
54% Pop Up Messages
2018 BENCHMARK REPORT
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Video allows you to authentically connect with your audience, and since the launch of STUDIO in 2016 we've seen a leap in the amount of customer webcasts utilizing the video capabilities.
70% of webcasts use video.
VIDEO ON THE RISE
2018 BENCHMARK REPORT
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VIDEO WEBCAST TRENDSWebcasting presentation formats continue to evolve from traditional audio presentations paired with slides to TV style video broadcasts. With all of the high quality video options available today, speakers can present from a webcam, video conferencing unit, studio, or even on location using a video crew.
20182016
43%
2017
47%90% of online events use video.
70%
2018 BENCHMARK REPORT
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MOBILE ACCESS & DEVICES
94%
iOS
AVERAGE MOBILE LOGINS ACROSS WEBCASTS AND ONLINE EVENTS
Android
58%
42%
Attendees can access content at anytime from anywhere on any device and now on their preferred browser without sacrificing any features from the desktop experience.
Although, majority of your audience is still viewing from their laptop and desktop computers, smartphone and/or tablet device usage continues to grow, so be sure your content is optimized for this format.
80% of webcasts are accessed on mobile devices.
of online events are accessed on mobile devices.
Up 6% from last year.
2018 BENCHMARK REPORT
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POPULAR BROWSER TYPES
Chrome
LOGINS ACROSS WEBCASTS & ONLINE EVENTS
Internet Explorer
Firefox
Safari
SUMMARYIn conclusion, webcasts and online events continue to rise in their use across many different organization types. Just like some of these benchmarks collected, these tools are rich with data and continue to replace and/or extend traditional communication channels.
Live video streaming allows you to take your events online to reach a much larger audience. Implement these tactics into your content strategy today to communicate more effectively, drive engagement and increase revenue.
Chrome continues to be the most popular browser followed by Internet Explorer. According, to NetMarketShare, Chrome holds the highest desktop browser market share by 59%.
43%
12%
13%
32%
About UsWest Corporation is a global provider of communication and network infrastructure services. West helps its clients more
effectively communicate, collaborate and connect with their audiences through a diverse portfolio of solutions that include
unified communications services, safety services, interactive services such as automated notifications, telecom services and
specialty agent services. For 30 years, West has provided reliable, high-quality, voice and data services. West has sales and
operations in the United States, Canada, Europe, the Middle East, Asia Pacific and Latin America.
www.inxpo.com
(312) 962-3708