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B2B Webcasting converts, says ON24 study

Webcasts draw an average of 500-plus registrants per event with a registrant to attendee conversion ratio more than 55 percent.

This insight comes from “ON24 Insider on Publishing: Key Webcasting Findings for the Publishing Industry,” a report released Jan. 22 by Webcast and video communications company ON24 Inc.

The report is the first in a biannual series of research reports designed to uncover key Webcasting trends for business-to-business publishers. It was done to determine how various Webcasting factors attract and engage audiences.

The results were based on live or on-demand, audio or video streamed Webcasting events under an hour in duration that were held by a subset of 35 publishers on San Francisco-based ON24’s Webcasting network platform. The report looked at webcasts held from January to June 2005 versus January to June 2006.

ON24 clients include Cardinal Health, Cisco Systems, Motorola, CMP Media, Credit Suisse, Department of Education, Hewlett-Packard, National Science Foundation and Samsung.

The report also found that publishers planned, scheduled and delivered 33.29 percent more Webcasts in 2006 than 2005. Live Webcasts outperformed on-demand Webcasts with attendee viewing times averaging 49 minutes versus 34 minutes.

Video Webcasts attracted more registrants and attendees than audio webcasts from 2005 to 2006. Video Webcasts attracted an average of 45 percent to 47 percent more registrants and attendees, while registrants and attendees for audio Webcasts declined by 3 percent and 9 percent, respectively.

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