Study: Build registered user lists with archived webcasts

The study, from ON24 Inc., indicates that webcasts are more than simple content. Webcasts are actually a lead generation tool that works. Researchers found that a little more than 29% of listeners participate in the original cast but an additional 24.7% listen after the initial cast has been completed. Roughly 15% of all registrations actually happened after the initial webcast.

According to the report, " Webcasting provides an average ROI of $35 per registrant and $63 per attendee. This is based on an average of $20,000 to market and produce a webcast (may vary depending on costs)."

Clearly, then, archived webcasts can be used as more than simple content. By offering older webcasts for users, publishers give them "something for nothing" - additional content at no extra charge.

Attendees who were studied spent about 40 minutes on-site viewing or listening to content. With webcast viewers increasing by more than 5% (29% participation in 2005 to 34% participation in 2006), offering webcast content is a good way to keep users returning month after month for new information.

Tags: lead generation, online video, podcasts, webcasts