March 7, 2013

Article

Business or video gets surge from streaming capabilities

Webcasting and online video communication are becoming some of the most popular methods of sharing important information. These resources allow companies to completely and clearly share their ideas and messages in a way that’s more engaging than a press release or a whitepaper. What’s more, research has shown that the number of people turning to videos for information, both at work and in their private lives, is continuing to rise.

MediaPost reported that a study by USA TouchPoints showed online media content is being used by people of all ages to supplement and in some cases replace text-based data gathering. The source showed that users are increasingly relying on real-time video and audio that they can watch or listen to all at once without necessarily tuning in to a live broadcast. Music, movies and video of all kinds are popular for consumers and corporate individuals alike, but the most video-friendly users tend to be under 35.

This is, nonetheless, a good sign for business video streaming moving forward. USA TouchPoints forecast that those individuals using this kind of content today will likely carry those trends forward with them as they age, making such services a staple of daily life.

Targeting more users where they watch
As these resources reach broader audiences, companies will try to find innovative ways of integrating these experiences into other aspects of their sites and client outreach strategies. Such deployments will also be an integral part of internal management, according to Wired, as a recent Ooyala review of global video content delivery in 2012 showed. The uptake of mobile devices in video streaming may have caught some firms off guard, as most companies already have cloud computing access for hosting video content, but many still lack mobile-ready deployments.

In the last year, the amount of people watching video for business, as well as other kinds of streaming media, was already 100 percent higher than the figure of total viewership in 2011. Ooyala stated that companies should see this as an opportunity to make money off ads.

“In the U.S., we’re already seeing between 10 and 15 percent of all viewership…is happening on internet-connected devices,” said Ooyala products president Bismarck Lepe. He told Wired that this represented a major increase in audience from when Ooyala first began tracking this metric back in 2007.

Broadcast Engineering added that the Ooyala review also gave insight into the time each person spent with various devices, depending on the activity. For shorter videos – those under 30 minutes – more than half of all viewing occurred on mobile devices like smartphones and tablets. A similar segment of desktop-based viewing involved files of this size, too, the source pointed out, but not as substantial a share as mobile viewing. For business video streaming over that limit, tablets and televisions showed some of the highest success rates. This shows that while the computer remains the backbone of viewership figures, coming up with applications and elements that can scale to other user experiences is becoming increasingly important.

Planning future video strategies
For companies that aren’t sure how to make the next move with video for business, focusing on quality of the message and working on mobile deployments should be the obvious answer. According to a Rovi Corporation report, about half of all Americans are using their smartphones and tablets to stream live webinars and other events, with some users utilizing this video viewing technique multiple times per day. Of all the respondents, though, only about one-fourth were happy with the level of image and sound quality offered by providers. That means companies should be looking at ways of improving the overall product they generate – focusing on everything ranging from how it looks to the way it’s packaged and who can view it.

“The entertainment landscape is undergoing a tectonic shift as viewers transition from traditional devices to connected mobile platforms,” Ray DeRenzo of Rovi told the Los Angeles Business Journal. “For participants in the mobile ecosystem to find success and deliver high-quality experiences, an important first step is to understand exactly how consumers are interacting with video on their devices today.”

Quality is just as important, if not more so, to corporate and enterprise-level users trying to get information on a variety of business-related topics. When conveying an important update on software practices to IT personnel, sharing new training experiences with staff members, providing product information to clients or informing others on corporate culture, the kind of take-away each viewer has could be impacted by the quality of video they view. Focusing on mobile integration, better communication, high-definition images and sound options can help bridge those gaps.