How Live Streaming Video Events Can Benefit Retailers - eMarketer

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How Live Streaming Video Events Can Benefit Retailers

Digital video can be effective for advertising as well as marketing

March 25, 2016

Nearly eight in 10 US retail executives say producing live streaming video events helps them create more authentic interaction with audiences, according to January 2016 research.

Software-as-a-service (SaaS)-based live interactive streaming video platform Brandlive surveyed 208 executives and asked them about the benefits of producing live streaming video events. Creating more authentic interaction with an audience was the biggest, and 63% of US retail executives said it brings a human element to digital marketing.

Some 61% of respondents also cited the fact that video content can be viewed or reused later, and 60% named real-time audience feedback.

Other benefits included converting social followers to email, longer viewing time than prerecorded video and higher ecommerce conversion rates.

Live streaming events are one demonstration of how brands are using digital video successfully for nonadvertising marketing. Video advertising is also doing well, however.

A survey from Cowen and Company published in Q1 2016 shows significant growth expectations for digital video ad spending. On a dollar basis, US digital video ad spending is predicted to reach $28.08 billion in 2020, up from $9.90 billion in 2016.

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