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By Kevin Zimmerman
IDEO MAY HAVE killed the radio star, as the old song by the Buggles
claims, but today there’s growing evidence that video may have static, text-
heavy websites in its crosshairs as well. While it’s diffi cult to quantify just how
popular video on company websites has become, consumers’ interest in Internet video
is obvious. Th e Nielsen Company recently reported that overall online video usage
via such providers as YouTube, Hulu, Yahoo! and Facebook in September 2009 were
up by double digits over September 2008, with time spent watching online video up
almost 25 percent per viewer.
VideoBloom, a provider of end-to-end online video advertising and distribution
solutions, creates a bi-monthly “VIEW [Video-Enabled Web] Index” which analyzes 17
key website variables (placement of video within a website, web video formats used, etc.)
to track what companies and sectors are using online video, as well as how they are using
it. For July-August 2009, the VIEW Index found that, of the 100 surveyed companies, 30
percent had video on their home page, 75 percent had video on their site, and 25 percent
didn’t use any video on their site. Th ese fi gures represented a signifi cant change from the
May-June fi gures, which found 30 percent with video on their home page but 65 percent
with video on their site and 35 percent without any video. Th at the three percentages in
each case add up to over 100 percent is explained by the fact that there is some overlap
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