2007: the Year of Online Video

The next two years may be remembered as the time when exhibitions and conferences embraced Internet video — with dramatic results.

In 2006, Internet video moved away from being a novelty to becoming a real money-maker, i.e., Google's $1.65 billion acquisition of YouTube in October. In the next wave, more niche and business-to-business media should embrace it.

That's because Internet video provides one of the greatest opportunities for event producers in years. There are many aspects of exhibitions and conferences that can be captured by video and posted online, yet few shows now have even a short clip showing the energy and vitality of their showfloor on their home page.

Video's potential as both a marketing tool and new revenue stream is simply enormous — and mostly untapped. According to a recent study conducted by Tradeshow Week and Berkery, Noyes, only 15 percent of shows currently do live webcasts and only 8 percent place video archived conference sessions on their sites. A review of the top 20 shows on the 2006 Trade-show Week 200 found that only two have video on their Web sites: Intl. CES and World of Concrete.

Elsewhere, Internet video is mainstream, thanks to consumer media. Universities, corporations and the military once drove the technological cutting edge. Today consumers develop and distribute their own electronic content.

There are numerous ways show producers can harness the power of Internet video to their benefit.

To start, there is its marketing potential. Most video use could display the energy and vitality of shows and include video "commercials," for example, with music and/or voice-overs linked to home pages to give a general sense of the show.

Next, show producers could develop targeted videos to demonstrate the value of exhibiting and sponsorships, with separate pieces to promote attendance and conference programs. Video clips and full-scale commercials could be e-mailed as links or attachments and posted online or even put on old-fashioned DVDs and mass-mailed.

Eventually, using video to promote a destination will also become more common. Just as you can now e-mail a short clip shot with your cell phone or digital camera to friends and family, you could also send event content to your clients and prospects.

Once show producers get comfortable with using video as a marketing tool, they can develop revenue streams around their video content. There are many imaginable opportunities:

• Video banners and commercials. Marketers already have these up on other Web sites. Most shows have large-company exhibitors with corporate videos and TV commercials. If the content is already available, why not sell commercial time on your event Web site?
• Live content. There's an opportunity to stream keynotes and sessions live, either to paying customers or via sponsorships.
• Archived content. Along with (or instead of) selling audio CDs, post your session content online behind a pay wall, or for free — thanks to a sponsorship you sell. Attendees who can't make all the sessions they want to see could use this content, as could non-attendees and international professionals that simply can't make the trip.
• Special events. Videotape your special events, then sell sponsorships and video ads around them. The concept is to enhance your show photo gallery with video. This material will likely comprise some of the most popular areas of your Web site.
• Exhibitor and sponsor spotlights. Eventually, virtual exhibit booths and storefronts will evolve into video exhibit booths with interviews and product profiles. Event TV is becoming more common in headquarters hotels. Sooner or later, it's going to migrate to the Web.

Event producers should think more like broadcasters. Most major newspapers, magazines and Web portals are doing this, but events have a leg up, because they already have quality content and activities to videotape.

Not much of this is that new: Streaming video has been around for years. What could be new is show management putting more time and resources into maximizing value and revenue from it.

Some event producers may feel that posting too much content online will keep attendees away from the show. I suggest they consider televised sports. Besides, only a small fraction of an industry professional base goes to a show anyway.

Shows increasingly need new ways to reach and convert attendees, many of them younger members of the MySpace generation. It could very well be that we have to redefine what an attendee is, especially since some people entering the workforce in the future will want to visit shows on their schedules, even if this means via video content on a web site.

The opportunity that online video provides is not exclusive to show producers. Venues, CVBs and service providers can also benefit. Information technology directors may think they've seen a spike in Internet use in facilities lately — but just wait.

One last reason to get on board: Attendees and exhibitors will continue to capture and develop their own electronic content in and around shows anyway, posing another challenge and — it might as well be — an opportunity for event producers.