As promised in a post a few weeks ago, VideoBloom has completed an index of NASDAQ companies that have video on their Web sites. The DJIA version of the index was shown in the last post as one leading indicator of online video adoption.
As expected, smaller cap NASDAQ companies — though including many media companies — are decidedly behind the video curve. VideoBloom CEO Antoine Toffa points out how there is a general lag in adoption from big companies to smaller cap ones, which is supportive of expected growth in online video adoption for SMB and mid-market companies. From previous post:
“Like a lot of other technologies, online video has started with large companies, but then there is a lag before it reaches smaller companies,” said Toffa. “Next we’ll do the same index for NASDAQ companies and see what the results show.”
This trickle-down effect indicates the opportunity still to come for SMB video advertising. This is closely related to the democratization of online video pointed out in last week’s conversation with PixelFish. This will continue to happen as a result of broadband penetration, cultural shifts around things such as YouTube, and a developing online video ecosystem.
- Among the NASDAQ 100 companies, 48 have online video on their Web site: 16 have online video only one click away from the home page, 10 have online video two clicks away from the home page, and 22 have online video three clicks or more away from the home page.
- Many of the NASDAQ 100 companies that use online video are in the media, Internet, games and software industries.
- Many of the NASDAQ 100 companies that do not currently use online video are in the pharmaceuticals, semi-conductor and computer hardware industries.
- 26% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
- 12% have built a sophisticated video center, i.e., a video management system geared toward end-users.
- 7% give access to such video center directly from their home page (one click away).
- 10% display video ads for their products in the site; 5% display video ads on their home page.
- 7% offer a full-fledged “video center” comparable to a corporate TV channel.
- 15% offer a full-screen video option.
- 24% open video in a new browser Web page.
- 4% use a pop-up window to display video.
- 3% display online video with a closed captions options.
- Video formats: 34 companies use Flash video, 28 use Windows Media Player, 8 use QuickTime, 7 use Real Player
(some companies use two or even three formats, this explains why the totals do not add up to 48).
Related: NewTeeVee reports that $461 million in venture funding was put toward online video start-ups in 2007.