VideoBloom VIEW Index™ - March-April 08

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Who among the NASDAQ 100 companies uses online video and for what?

Key Survey Results - March-April 08

  • 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 towards 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).

When compared with our prior survey of Dow Jones companies, it is apparent that the bigger a company is, the more likely it is to use online video, and its use of online video is more sophisticated and more prominent (i.e. closer to the home page).

Notable online video implementations:
  • Whole Foods' online video blog
  • Adobe's collaboration tools
  • Dell's "Studio Dell"
  • Symantec's "A day in the life of a Symantec employee"
  • Garmin GPS Systems: video testimonial by US soldier in Iraq for a Garmin's GPS unit

    Garmin's Website


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For more information about the VideoBloom VIEW Index™ and its methodology, please contact us at view [at] videobloom [dot] com.