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The Evolving Role of Live Online Video in Corporate Marketing
Copyright © 2012 Wainhouse Research, LLC Page 1

Contents
ExpandingVideo’s Horizons
How Live Video Attributes Pave a Path to Marketing
Gauging the Impact of Live Video Adoption
Key Takeaways
About the Author / About WR
List of Figures
Figure 1: Agree / Disagree:ExpandedUse of OnlineVideoCanEnhance External Communications -
Segmented by Frequency of Live Online Video Use
Figure 2: Frequencyof Use for Online VideoApplicationsAmongUsersWhoHave ExperiencedLive
Business Online Video
Figure 3: Abilitiesof Live Video - Percentage of All Live VideoUserswho"StronglyAgree"thatLive
Video....”
Figure 4: Abilitiesof Live Video - SegmentedbyFrequencyof Live OnlineVideoUsage;Percentageof
Executiveswho "Strongly Agree" that Live Video...."
Figure 5: Abilities of Live Video - Social Media Measures; Enterprise vs. Government vs. Education
Figure 6: Factors InfluencingStreamingTechnologyPurchase Decision –SegmentedbyPreference for
Live / On-Demand Online Video
Figure 7: Measuresof Web CommunicationsEffectiveness - SegmentedbyOrganization'sFrequencyof
Live Online Video Deployment
Steve Vonder Haar
November 2013
White Paper commissioned by:
Executive Visions on Video
in the Workplace
WHITE PAPER

WR Paper:
Executive Visions on Video in the Workplace
Copyright © 2014 Wainhouse Research. Allrights reserved.

Expanding Video’s Horizons
This report is the third in a series of
white papers and webinars tracking
the usage, deployment and executive
perceptions of onlinevideo in the
corporate sector.
The concept for this series was
inspired by previous market research
published on behalf of Cisco Systems
that measures the growing use of
onlinevideo on the Internet.
Commissioned by Ustream and
produced by WainhouseResearch,
the Business Video Now Series seeks
to take the next step in gauging
momentum in the evolving online
video market.
The aimof Business Video Now is to
foster greater awareness of and
understandingof onlinevideo trends
by providingdata-driven insight,
focusingon the expandingroleof the
technology in enterprise
communications.Results from a
survey of 1,007 executives conducted
in the fourth quarter of 2013 serve as
the foundation for information
presented in this series.
Future editions of the Business Video
Now Series will identify the video
applicationsthatexecutives
frequently employ and discuss
lessons learned from
implementations of technologies
enablingonlinevideo.
ABOUT THE
BUSINESS VIDEO NOW
SERIES

Figure SEQ Figure *ARABIC 1: Agree / Disagree: Expanded Use ofOnline Video
Can Enhance External Communications -Segmented by Frequency ofLive Online
Video Use
Live online videoisemergingasa tool that marketersemploytocutthroughthe clutterof
communicatingwithexternal audiences.Whetherthe videoisusedtoextendthe reachof product
launchevents,tocreate engagingdescriptionsof merchandise forsale ortoprovide richerformsof
customersupport,the technologyishelpingtotransformbestpracticesincorporate outreach.
While some executivesmayperceive live videoasa solutionbestimplementedforemployee training
and executivepresentations,theysellthemselvesshortif theytryto limititsuse tothese internal
communicationsapplications. Indeed,accordingtoresultsfromthe Wainhouse ResearchEnterprise
WebCommunicationsSurvey –a surveyof 1,007 executivesconductedinthe fourthquarterof 2013 –
those whouse live online videomostextensivelyare highlylikelytosee itasa valuable tool enabling
corporate brandingand promotion
As illustratedinFigure 1,59% of executiveswhoreportdailyusage of liveonline videoforbusiness
applicationssaythey“stronglyagree”withthe ideathatexpandeduse of onlinevideocanenhance
communicationswithexternalaudiences.Another35% of these frequentvideousers“somewhatagree”
withthisstatement.Amongthose whoneveruse live onlinevideo,incontrast,only9% “stronglyagree”
and 49% “somewhatagree”that expandeduse of online videocanenhance external corporate
communications.
Simplyput,executivesfamiliarwithlive
online videorecognizethe role itcan
playinmarketingcommunications.And
thisgrowinginterestinleveraginglive
online videoforcorporate brandingand
promotionisone of the keyfactors
drivingthe expandedviewershipof live
online videoinbusiness
communications.Inapreviousreport
publishedinthe BusinessVideoNow
series,WainhouseResearchestimated
that workerswatched1.12 billionhours
of businesslive onlinevideocontentin
2013 – a total forecastedtomore than
double by2016.

Thisviewershipforecastisdriven –inpart – by the one-to-manynature of video-enrichedmarketing
communications.If successful,asingle marketing eventcandraw hundredsorthousandsof viewers,
typicallygeneratingmore eyeballs(andviewerminutes) fromalive onlinemarketingsessionthanis
possible fromthe distributionof anemployee-targetedvideodistributedbehindthe corporate firewall.
Considerthe implicationsof thistrend.Employeetrainingandexecutive presentationsare citedin
surveyresultsasthe twoapplicationsof online videothatare mostfrequentlyimplementedby
companiesthatdeploystreamingtechnologies.Butwhilethis inward-facingcontentiscreatedmost
often,itdoesnotleadthe pack ingeneratingactual viewershipof livebusinessvideointhe corporate
market.Rather,it’sthe outward-facingapplicationsof videothatgenerate the mostconsumptionof live
online content.(Figure 2)
Overall,forinstance,89%of executiveswhosaytheyhave experiencedlive videoreportthat theyhave
watcheda productlauncheventvialive onlinevideoatsome point.And22% of those experiencedwith
live videosaytheywatchproductlaunchcontentona dailybasis.Similarlyloftyviewershiptotalswere
talliedforotherexternal applicationsforvideo,suchasusingvideotodeliver“descriptionsof products
for sale”andfor “corporate brandingand advertising.”
Viewershipof internal communicationsapplications,suchasemployeetrainingandexecutive
presentations,alsowasstrong.More than 80% of viewersof live onlinevideosaytheyhave also
Figure SEQ Figure *ARABIC 2: Frequency ofUse for Online Video ApplicationsAmong UsersWho Have Experienced Live Business
Online Video

experiencedthese applications.However,adoptionpatternsfortheseapplicationsstill laggedslightly
behindviewershiptotalsforthe mostactivelywatchedmarketingapplicationsof liveonline video.This
happenedeventhoughorganizationstendtoproduce more live videoeventsforinternal use thanthey
do forexternal audiences.The inescapableconclusionisthat – event-by-event- marketingapplications
of videotypicallyreachmore viewers thantargetedinternalcommunicationsapplications.
HowLive Video Attributes Pave a Path to Marketing
Surveyresultspresentedinpriorreportspublishedinthe BusinessVideoNow Seriesillustrate that
executivesperceiveonline videoasaneffectivevenuefordeliveringamessage toa businessaudience,
are usingonline videomore thaneverbefore andare preparingtoboosttheirusage of live onlinevideo
for businessapplicationsevenfurtherincomingyears.
Indeed,executives’embrace of liveonline videoappearstoaccelerate astheirexposure tothe
technologygrows.Amongthe groupof surveyrespondentsreportingthattheynow watchlive online
videoona dailybasis,47% say theyare watchingmore live online videothanwasthe case justthree
yearsago. And18% of thishigh-frequencygroupreportthattheirconsumptionof liveonline videohas
more than doubledoverthe course of thatthree-yearperiod.
So,live online videoviewershipclearlyisproliferatinginthe enterprise.The questionis“Why?”Multiple
factors undoubtedlycontribute tothiscorporate viewershiptrend.Butsurveyresultssuggestthat
executiveinterestinleveragingliveonline videoforexternal communicationsapplicationsisplayinga
significantrole indrivingthe nextstage of adoptionforthistechnology.
Let’sconsiderthe responsesprovidedtoasurveyquestioninwhichexecutiveswithexperience inusing
live videotechnologieswere askedtoquantifytheiroutlookstowardsa range of live videoattributes.
Surveyrespondentswere askedtoagree/disagree witharange of topicstatementsrelatedtothe
technologiesenablinglive onlinevideoadoptionanditsuse inbusinesscommunications.

The top-level findingsforthisquestion,illustratedinFigure3,demonstrate some bedrocktruthsrelated

to executiveperceptionsof howlive online videocreatesvalue inenterprisedeployments.The firstkey

takeawayisthat videodeliversthe mostvalue inbusinesscommunicationswhenitispresented

alongside otheron-screendata.Amongall surveyrespondentswhouse livevideo,64% “stronglyagree”

Figure : Abilities of Live Video - Percentage of All Live Video Users who "Strongly Agree" that Live Video....”
that live videoismore effective whencombinedwithPowerPointslidesandotheron-screendata.

Live videousersalsoare developingagreatertrustinthe technologyunderpinningthe deliveryof live
online videocontent.Sixty-threepercentof liveonline videousersreportthatthe technologyis“easier
to use and more reliable thaninyearspast.”
Whenlookingatthese surveyresultsfromall usersof live videousers,however,marketingapplications
do notappear to be heldinhighregard.Lessthan 55% of all respondentssaythatthey“stronglyagree”
that live onlinevideoisan“effectivevehicle formarketingandcustomeracquisition”orthatit can be
usedas “focal pointfor online interactionandcommunitybuilding”orleveragedtoenhance an
organization’ssocial mediapresence.
These top-level results,however,merelyobscurestarkdifferencesinopinionthatexistbetween
executivesthatuse live online videofrequentlyandthose withlessexposuretothe technology.Figure 4
segmentsperceptionsof livevideoattributesbythe extentof executives’usage of the technology.The

Figure SEQ Figure *ARABIC 4: AbilitiesofLive Video -Segmented by Frequency ofLive Online Video Usage; Percentage
of Executiveswho "Strongly Agree" that Live Video...."
attrib
utes
are listedfromthe topof the chart basedonthe difference inresponse totalscitedbythose usinglive
videodailycomparedtothose viewerlive online videolessthanmonthly.
Active usersof live onlinevideohave highregardforthe technologyacross the board.Thisshouldbe
expected.Afterall,if theydidnotbelieveinthe technology,theylikelywouldnotbe usingiton a
regularbasis.The trulynoteworthytheme emergingfromFigure 4,however,comesincomparinghow
much groundselectedissues gaininthe eyesof active userswhentheirresponsesare comparedto
those whouse the technologyintermittently.
Those same corporate marketingissuesthatrankednearthe bottomof the overall surveyresults
illustratedinFigure 3are the same attributesthatsoaredmostwhencomparingthe responsesof active
usersof live online videowiththose usingthe technologylessthanmonthly.Amongthose usinglive
online videodaily,forinstance,more thantwo-thirds(67%) “stronglyagree”thatlive onlinevideocan

be employedtoboostanorganization’ssocial mediapresence.Only23% of those usinglive online video
lessthanmonthlysharedthatoutlook.
Likewise,66%of dailyusersof live online video“stronglyagree”thatthe technologycan“serve asa
focal pointfor online interactionandcommunitybuilding.”Only38% of executivesusingliveonline
videolessthanmonthlyrespondedinasimilarmanner.
These resultshelptopaintapicture of how perceptionsof online videoevolveasindividualsbecome
more familiarwiththe technology.Sporadicusersof live onlinevideoare likelytorecognize its
improvedreliabilityandthe value itcan addto online presentationsthatblendvideowithotheron-
screendata,such as PowerPoint.Theseopinionsdonot change simplybecauseexecutivesbeginusing
the technologymore.Rather,asexposure tolive videocapabilitiesexpands,executivescome tobetter
understandthe role itcan playinreachingexternal audiencesandenergizingthe wayanorganization
interactswithpartners,customersandprospectsinthe social mediaarena.
One of the fundamental truthsof the enterprise onlinevideomarketisthatthe longerexecutivesare
exposedtothe technology,the more theyuse it.Sixtyeightpercentof executives whowatchlive online
videodailystartedusinglivevideoatthe desktopmore thanthree yearsago,according to survey
results.Amongthose viewinglive online videoonce amonthor less,48% had theirfirstexperience with
the technologywithinthe past twoyears.
As end-users’tenure of experience grows,itshouldbe expectedthatmore executiveswill graduate into
the ranks of active usersof the technologywatchinglive online videoonadailybasis.Because
perceptionsof live onlinevideo’svalue appeartoevolvewithusage patterns,agreaterpercentage of
executivesovertime will likelycome toregardlive online videoasa viable vehicleforenhancing
external corporate messaging.
It shouldbe noted,however,thatnotall
individualswill valueliveonline video’s
growingrole incommunicationstargeting
external audiences.Instead,thistheme will
resonate primarilywithexecutivesworking
inthe corporate segment.Individualsfrom
otherverticalswithlessof afocuson
external communications,suchgovernment
and education,are farlesslikelytomake
the connectionbetweenliveonline video

Figure : Abilities of Live Video - Social Media Measures;
Enterprise vs. Government vs. Education
technologyanditsimpacton social media.
More than half of executiveswhoworkinthe corporate sector,labelledas“enterprise”inFigure 5,say
they“stronglyagree”thatlive online video“leveragesoursocial mediapresence”and“canserve as a
focal pointfor online interactionandcommunitybuilding.”Questionedonthese same topics,lessthan
40% of workersingovernmentandeducationcitedcomparableoutlooks.
The resultsunderscore the needforexecutivestomarrythe deploymentof live online video
technologieswiththe statedcommunicationsneedsof theirorganizations.Adoptionof liveonline video
for external messagingislikelytofall behindthe curve invertical segmentswhere suchoutbound
communicationsdonotplaya keyrole indefininganorganization’ssuccess.Conversely,companiesthat
do place a premiumonthe role of
marketingandaudience outreachshould
recognize the growingrole thatlive online
videocanplayin a comprehensive externalcorporate messagingstrategy.
Gauging the Impact of Live Video Adoption
Recognizingthatonline videousage patternscorrelate withshiftingexecutive outlookstowards
enterprise streaming,one canalsosurmise thatthese usage patternsare associatedwithachange in
prioritieswhenexecutivesconsiderstreamingtechnologyinvestmentsandmeasure the impactof these
investmentsontheirbusiness.
Surveyresultsconfirmthisextendedcorrelationanddemonstratehow executiveswhouse live online
videofrequentlyplace higherprioritythanothersonleveragingliveonline video more extensivelyin
external corporate communications.

Figure 6, for instance,examinesthe technologyissuesthattendtoinfluence anexecutive’sdecisionon
whethertoinvestina specificenterprisestreamingplatform.The chartcomparesresponsesfrom
executiveswhosaytheypreferliveformsof onlinevideotothe responsesof executivescitinga
preference forconsumingon-demandonline video.Aswasthe case in Figure 4, these issuesare

Figure SEQ Figure *ARABIC 6: FactorsInfluencing Streaming Technology Purchase Decision –Segmented by Preference for Live / On-
Demand Online Video
listezZZZZZzždbasedonthe extentof difference betweenthese twosurveygroupsegments.Those
issuesdemonstratingasignificantdifferentof opinionbetweenthe twosegmentsare listedtowardsthe
top of thischart.
Certainly,some areasof agreementexistbetweenthe twosurveyaudience segments.The issuesof
“price”and “ease of use” are rated insimilarwaysbyuserswitha live videopreference andthose who
wouldratheruse on-demandvideo.Asaresult,these issuesare listedatthe bottomof Figure 6.
At the otherendof the spectrum,the topicsgeneratingthe greatestdisparityof responseswere
“potential scalabilityof selectedsolution,”“preference to use aspecifictechnologyapproach”and“the
abilitytodistribute live videoeventsviamultiple websites.”Foreachof these three categories,the
proportionof respondentscitingthe issue as“veryimportant”tothe streamingpurchase decisionwas
more than 10 percentage pointshigherforexecutivescitingapreference forlivevideowhencompared
to those statinga preference on-demandonline video.
Each of these technologyissuesisrelevanttocorporate adoptionof live videoformarketing
applications.

● The issue of scalabilityisimportanttocompaniesseekingtodeliveralive marketingvideoevent
to hundreds(orpossiblythousands) of viewersatthe same time.
● The “preference touse a specifictechnologyapproach”referstowhetheranorganization
deploysanon-premise orhostedsoftware solutionforstreaming.Hostedsolutionsare best-
suitedforone-to-manymarketingapplications.
● The abilitytodistribute videoviamultiple websitescanbe usedtoexpandthe reachof a
marketingvideo,boostingthe exposuregeneratedbyalive event.
Justas marketingissuesrise inimportance inthe eyesof active live videouserswhoare contemplating
investmentsinstreaming-enablingtechnologies,the metricsof effectivenessthatare usedtogauge the
successof these technologydeploymentsalsoevolve asexecutivesuse liveonline videomore
extensively.
At companiesthatdonot deploylive onlinevideoevents,the evaluationmetricsusedinmeasuringthe
effectivenessof the technologyissomewhatone-dimensional.The focusforthese surveyrespondents
restson the tangible financialimpactthatcomesfromdeployingcommunicationstechnologies.Thirty-
twopercentof these live videolaggards,forinstance,describe “generatesrevenue”asa “very
important”measure of effectiveness.Thatputsitaheadof all otherpotential gaugesof effectiveness.
Rankingsecondonthe list,citedby29% of executivesatcompaniesnotusingliveonline video,isthe
metric“improvesproductivity.”(Figure 7)
Executives atcompaniesthatimplementliveonline videoextensivelyappeartotake a broader
worldview.Forthisgroupof executivesatorganizationsusinglive onlinevideoinmore than100 events
annually,the top-rankingmetricof effectivenessis“improvescorporate brandimage.”Thisissue was

Figure SEQ Figure *ARABIC 7: MeasuresofWeb CommunicationsEffectiveness -Segmented by Organization'sFrequency ofLive Online
Video Deployment
describedas“veryimportant”by67% of executivesatcompaniesdeployingliveonline videoatthat
highfrequencylevel.The issue rankingsecondforthisgroupactive inlive videoadoptionwas“places
our companyat the “cutting edge”of technology.”Thiswascitedby64% of thishighfrequencyvideo
groupas a “veryimportant”measure of webcommunicationseffectiveness.0000000000
In short,executivesatorganizationsusinglive online videom0000ostfrequentlycare greatlyabouthow
theyare perceivedbyoutsiders.Asorganizationsboosttheiradoptionof liveonline video,executives
are increasinglylikelytoview itasa tool forenhancingcommunicationswithexternal audiences.Inturn,
thisexpectationhelpsshape whatorganizationsare lookingforwhentheydeploystreaming
technologiesandhowtheygoabout measuringthe impactthatonline videohasonday-to-daybusiness
operations.

Key Takeaways
Live online videoisnoone-trickpony.ResultsfromWainhouseResearch’sQ42013 surveyof 1,007
executivesillustratethatthe technologycanplaya role incorporate communicationsapplicationsthat
extendbeyondtheirstrongholdbehindthe corporate firewall where organizationstypicallyuse the
technologytoenrichemployee trainingandmake all-handsemployee meetingsmore accessible.
Indeed,liveonline videoisbeingusedextensivelyforcorporate outreach – a trendthat promisesto
have outsizedimpactonboostingoverall viewershipforlivebusinessvideocontentonline.Here are key
trendsto keepinmindasthe worldsof live onlinevideoandcorporate marketingincreasinglyoverlap:
● VideoViewershipBegetsExpandedVideoInterest: Executiveswhowatchlive onlinevideofor
businesspurposesmostfrequentlyare the mostlikelytosee value inexpandingthe use of the
technologyinexternalmessaging.Of those executiveswatchlive onlinevideodaily,59%
“stronglyagree”that expandeduse of online videocanaidan organization’soutbound
communications.
● PerceptionsofLive VideoEvolve with IncreasedViewership: Surveyresultssuggestthata
handful of bedrockprinciplesshape the core perceptionsof live onlinevideo.Mostexecutives
see itas more reliablethaninyearspastand more effective whenpresentedincombination
withotheron-screenelements,suchasPowerPointslides.Asusersgainexperience withlive
video,theirhorizonsexpandtobetterrecognize the impactthatvideocanhave inboostingan
organization’ssocial mediapresence anditsrole insupportingthe developmentof online
communities.
● Marketing Boosts the Live VideoFootprint: Employee trainingandexecutive presentationswill
remainpopularcorporate applicationsforliveonline video.Buttheiruse primarilybehindthe
firewall will limitthe numberof individualsthatsee anysingle live online videobusinessevent
designedforemployee-to-employee communications.Bytheirnature,successful marketing
events will reachlarge audiences.Asaresult,broaderadoptionof liveonline videofor
marketingapplicationswill boostthe viewershipvolumeforlive online videodesignedfor
businessuse.
● Growth of Live Online VideoBoostsCompetitive Risksfor Some: Organizationswiththe
greatestneedtocommunicate withexternal audiencesare the mostlikelytoperceive live
online videoasavaluedtool forcommunicationsoutreach.While adoptionof live online video
for marketingisnota leadingpriorityforthose inthe governmentandeducationsegments,the
conceptis significantlymore popularwiththose workinginthe corporate market.Recognize
that marketing-orientedorganizationswill putthemselvesatacompetitive disadvantageif they
don’tembrace live onlinevideooptionslikelytobe adoptedbyrivals.

● Image is Everything:Or so itseemsfororganizationsthatdeployliveonline videoextensively.
Concernsovercorporate brand image andbeingseenasworkingonthe “cuttingedge of
technology”are paramountfororganizationsthatare most active inproducinganddistributing
live onlinevideoevents.Asadoptionof liveonline videoexpands,the numberof organizations
leveraginglive onlinevideoasa keypart of theiroverall marketingstrategywill onlygrowover
time.
About the Author / About WR
Steve Vonder Haar is a Senior Analyst with Wainhouse Research, focusing on enterprise streaming &
webcasting. Steve has covered the technology industry for more than 20 years. He previously served as
Research Director of Interactive Media Strategies and as Director of Media and Entertainment Strategies
for the Yankee Group. He is a graduate of the University of Missouri Columbia with degrees in Journalism
and Economics, and holds a Master’s degree in Business Administration from the University of Texas-
Arlington. He can be reached at svonder@wainhouse.com
About Wainhouse Research: Wainhouse Research is an independent analyst firm that focuses on
critical issues in the unified communications and collaboration market. The company provides 6 different
vendor subscriptions covering unified communications, group videoconferencing, personal & web-based
collaboration, audio conferencing, streaming & webcasting, and distance education & e-Learning
solutions, as well as a single all-inclusive subscription for enterprise users. The company acts as a
trusted advisor providing strategic advice and direction for both the UC&C industry and its enterprise
users. For further details contact sales@wainhouse.com or see http://www.wainhouse.com.

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