Managing and Distributing Video Across Multiple Devices Remains a Key Challenge
WALL STREET JOURNAL Asia Edition, Aug. 6, 2013
A new global survey has shown that online video is critical to retaining and growing relationships with existing customers, and to converting prospects into new customers.
In addition, the primary challenge to effectively publishing online video is managing and distributing high-performance video across multiple mobile devices. Limelight Networks, a leader in digital presence management, announced the results of the survey that provides insight into the greatest operational challenges and business impacts of online video.
Conducted in July 2013 by TechValidate, an independent research organization, the Limelight Video survey explored the importance of video in engaging audiences, how companies plan to use video content in the next 12 months, the organizational benefits of online video, and the importance of analytical reporting related to video use.
The results of this study indicate that:
— Support for Multiple Devices
— The top concern of respondents (77 percent) was distributing content across multiple types of devices (Source: TechValidate. TVID: 08B-E83-D7A)
— Formatting Content for Mobile Devices
— Sixty-nine percent of respondents cited the ability to effectively format content for mobile devices as a top operational challenge (Source: TechValidate. TVID: 8FC-CC7-0BD)
— Support for Video-On-Demand and Live Streaming
— Fifty-three percent cited the ability to support video-on-demand or live streaming as a primary issue. (Source: TechValidate. TVID: 8FC-CC7-0BD)
— Performance and Reliability
— The majority of respondents identified performance and reliability as extremely important when choosing a solution. (Source: TechValidate. TVID: 127-A5A-D6D)
Impact of Engaging Customers
— Eighty-one percent described video as extremely or very important in engaging customers. (Source: TechValidate. TVID: 4AE-76C-395)
— Thirty-five percent of respondents cited retaining and growing their subscriber base as the primary purpose for using video to engage with customers. (Source: TechValidate. TVID: 8E9-E0C-572)
— Twenty-eight percent said they use video to help convert prospects into customers. (Source: TechValidate. TVID: 8E9-E0C-572)
Benefits of Online Video
— Eighty-one percent stated that video allowed deeper engagement with audiences. (Source: TechValidate. TVID: BA0-49C-858)
— Seventy-two percent agreed that video helped them deliver messages more clearly and efficiently to target customers. (Source: TechValidate. TVID: BA0-49C-858)
Importance of Analytical Reporting
— Eighty-five percent of respondents stated that analytical reporting on metrics like viewer geography, viewer duration and integration with an analytics tool of choice is an important business differentiator. (Source: TechValidate. TVID: 012-FBB-72E)
“The results of the survey validate that online video is one of the most powerful ways to engage audiences today,” said Kirby Wadsworth, chief marketing officer, Limelight Networks. “Yet enterprises are concerned that video can be expensive to manage and store, time-consuming to upload and distribute, and costly to adapt effectively to the ever changing landscape of mobile devices. Further, it can be daunting to assess and analyze the usage and impact of online video.
More information is available at www.techvalidate.com