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How Integrating Video with Live Events Can Boost ROI Pt 1

Video and events are both incredibly effective marketing techniques. However, the two are usually thought of as distinct. But now, as live video sharing and other digital video developments take grip, these two techniques are being combined in order to increase marketing ROI dramatically.

Now, more than ever, marketing professionals need to produce content and ads that are dynamic, engaging, and interactive in order to attract and retain consumers. Whilst in days gone by a simple print ad or television commercial may have been enough to pique a consumer’s interest, today’s marketers are working in a very different environment – one in which consumers, barraged by a seemingly endless variety of ads on all sorts of platforms, will only give their attention to those companies which do something special.


One increasingly popular way for companies so separate themselves from the crowd is by integrating two incredibly effective existing marketing techniques: video marketing and live events.

By 2017, video will account for 69 percent of all consumer internet traffic. And marketing departments worldwide are gearing up to seize their fair share of this, with 64 percent of marketers expecting video to dominate their strategies in the near future. Since, according to Forrester’s researchers, if a picture is worth 1000 words, then a video (in terms of the amount of information and brand messaging it confers) is worth 1.8 million(!), then this shouldn’t come as a surprise. In fact, video has been found to be 600 percent more effective than print and direct mail combined, with 60 percent of site visitors watching a video before they read any text.


At the same time, companies are using events to bolster their digital branding efforts offline. Online marketing is essential, but, since the internet is now so saturated with ads and various other marketing efforts, marketers in the US are finding that live events are becoming one of their most effective tactics. In fact, 75 percent of companies with events budgets between $50-100 million say that they expect an ROI of more than 5:1 for live event and experiential programs, and 48 percent of brands realise a ROI of 3:1 to 5:1 with their events and experiences. Because of this incredibly high success rate, the amount of event technology and event marketing companies is increasing, making it easier than ever for companies to host their own events. Statistics show that this technology helps increase event attendance by 20 percent, and decrease cost by 20-30 percent.

There’s no doubt, then, that both video and event marketing are incredibly powerful tools for companies, and that it’s a good time to pursue both. But, how can the two be used together? And what can those companies seeking to integrate these two powerful marketing strategies expect? Find out in the next blog…

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