How Companies and Sectors Use Website Video

How Companies and Sectors Use Website VideoVideoBloom, a video advertising and distribution solutions platform, has created something they call the Video-Enabled Web Index, or VIEW Index.  Essentially, this index provides detailed insight into the ways and extent to which various vertical markets and high-profile companies are utilizing online video on their websites.

The VIEW index tracks 17 key website variables including placement of video within a website, video formats used, the presence of a central video section, etc....  It then offers trend analysis along groupings of major vertical markets (real estate, travel, sports, etc...) and companies (Dow Jones companies, Nasdaq 100, etc...) and breaks down the results into an index of 3 percentages that indicate the level of website video usage.   For example, in February of 2009,  the VIEW main index for the 100 surveyed companies was 51-79-21.  This index indicates that 51% of the companies had video on their home page, 79% had video on their site, and 21% didn't use any video on their Web site.

Thanks to the folks at VideoBloom, we will publish this research bi-monthly.  The following results are for January and February, 2009.

Specific Markets included in this VIEW index are as follows:

Who among the top 20 Sports Web sites use online video.

How Companies and Sectors Use Website Video

Key Survey Results - January-February 08

  • In February 2009, the VIEW main index for the Top 20 Sports Web Sites was 65-85-15, which indicates that 65% of the companies had video on their home page, 85% had video on their site, and 15% didn't use any video on their Web site.
  • 80% of the Top 20 Sports Web Sites have placed their Web videos 1 click away from the home page.
  • 85% of the Top 20 Sports Web Sites have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 70% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 80% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 75% give access to such video center directly from their home page (one click away).
  • 45% display video ads for products in the site; 30% display video ads on their home page.
  • 60% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser Web page.
  • 5% use a pop-up window to display video.
  • Video formats: 80% use Flash video, 15% companies use Windows Media Player, 5% use QuickTime, 0% use Real Player. (The percentages don't add up to 85% because some websites use more than one video format)

Top 20 Sports Web sites

IndustryCompany/Organization
SportsBBC Sport
SportsBodybuilding.com
SportsCBS SportsLine
SportsCricinfo
SportsESPN Sportszone
SportsFOX Sports
SportsHattrick
SportsLive Score
SportsNBA.com
SportsNFL.com
SportsNHL.com
SportsOfficial Major League Baseball
SportsPremierleauge.com
SportsRivals.com
SportsScout.com
SportsSkySports.com
SportsSoccernet
SportsSports Illustrated
SportsWorld Wrestling Entertainment
SportsYahoo! Sports

Who among the top 20 Humor Web sites use online video.

How Companies and Sectors Use Website Video

Key Survey Results - January-February 08

  • In February 2009, the VIEW main index for the Top 20 Humor Web Sites was 70-85-15, which indicates that 70% of the companies had video on their home page, 85% had video on their site, and 15% didn't use any video on their Web site.
  • 75% of the Top 20 Humor Web Sites have placed their Web videos 1 click away from the home page.
  • 85% of the Top 20 Humor Web Sites have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 55% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 60% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 60% give access to such video center directly from their home page (one click away).
  • 40% display video ads for products in the site; 25% display video ads on their home page.
  • 75% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser Web page.
  • 5% use a pop-up window to display video.
  • Video formats: 85% use Flash video, 5% companies use Windows Media Player, 5% use QuickTime, 0% use Real Player. (The percentages don't add up to 85% because some websites use more than one video format)

Top 20 Humor Web sites

IndustryCompany/Organization
HumorAlbino Blacksheep
HumorBore Me
HumorCollegeHumor
HumorCRACKED.com
HumorCrave Online
HumorEbaum's World
HumorEncyclopedia Dramatica
HumorEngrish.com
HumorFAIL Blog
HumorFugly.com
HumorFun Advice
HumorI Am Bored.com
HumorJokes.com
HumorNothing Toxic
HumorRed vs Blue
HumorRinkWorks
HumorSomething Awful
HumorStupid Videos
HumorThe Onion
HumorThe Straight Dope by Cecil Adams

Who among the top 20 Political Web sites use online video.

How Companies and Sectors Use Website Video

Key Survey Results - January-February 08

  • In February 2009, the VIEW main index for the Top 20 Political Web Sites was 50-75-25, which indicates that 50% of the companies had video on their home page, 75% had video on their site, and 25% didn't use any video on their Web site.
  • 65% of the Top 20 Political Web Sites have placed their Web videos 1 click away from the home page.
  • 75% of the Top 20 Political Web Sites have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 25% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 55% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 55% give access to such video center directly from their home page (one click away).
  • 15% display video ads for products in the site; 10% display video ads on their home page.
  • 65% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 5% open video in a new browser Web page.
  • 5% use a pop-up window to display video.
  • Video formats: 75% use Flash video, 5% companies use Windows Media Player, 5% use QuickTime, 0% use Real Player. (The percentages don't add up to 75% because some websites use more than one video format)

Top 20 Political Web sites

IndustryCompany/Organization
PoliticalAbout: Political Humor
PoliticalBuzzFlash Report
PoliticalCentre for Research on Globalization
PoliticalCommon Dreams NewsCenter
PoliticalDaily Kos
PoliticalFree Republic
PoliticalIndymedia
PoliticalInfowars
PoliticalNational Review Online
PoliticalNews Max.com
PoliticalPeople's Daily Online
PoliticalPetitionOnline.com
PoliticalPoliticalCartoons.com
PoliticalSalon.com
PoliticalSlate Magazine
PoliticalThe Nation
PoliticalThe Weekly Standard
PoliticalTownhall.com
PoliticalWebRing: The Individualist Ring
PoliticalWorldNetDaily

Who among the top 20 Magazine/eZine Web sites use online video.

How Companies and Sectors Use Website Video

Key Survey Results - January-February 08

  • In February 2009, the VIEW main index for the Top 20 Magazine Web Sites was 45-65-35, which indicates that 45% of the companies had video on their home page, 65% had video on their site, and 35% didn't use any video on their Web site.
  • 55% of the Top 20 Magazine Web Sites have placed their Web videos 1 click away from the home page.
  • 65% of the Top 20 Magazine Web Sites have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 30% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 35% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 30% give access to such video center directly from their home page (one click away).
  • 30% display video ads for products in the site; 20% display video ads on their home page.
  • 55% offer a full-screen video option.
  • 5% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser Web page.
  • 5% use a pop-up window to display video.
  • Video formats: 65% use Flash video, 0% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 20 Magazine/eZine Web sites

IndustryCompany/Organization
Magazine/eZineAtlantic Online
Magazine/eZineEFluxMedia
Magazine/eZineEgypt Daily News
Magazine/eZineEzineHub
Magazine/eZineGood Magazine
Magazine/eZineMacleans
Magazine/eZineMagazine Directory
Magazine/eZineMagPortal
Magazine/eZineMental Floss
Magazine/eZineNews Locale
Magazine/eZineNewsLink
Magazine/eZineNewsweek
Magazine/eZineOpenDemocracy
Magazine/eZineParade Magazine
Magazine/eZineReader's Digest
Magazine/eZineThe Ezine Directory
Magazine/eZineThe Post Chronicle
Magazine/eZineTime Magazine
Magazine/eZineU.S. News & World Report
Magazine/eZineViewZone

Who among the top 20 Cooking Web sites use online video.

How Companies and Sectors Use Website Video

Key Survey Results - January-February 08

  • In February 2009, the VIEW main index for the Top 20 Cooking Web Sites was 25-85-15, which indicates that 25% of the companies had video on their home page, 85% had video on their site, and 15% didn't use any video on their Web site.
  • 50% of the Top 20 Cooking Web Sites have placed their Web videos 1 click away from the home page.
  • 85% of the Top 20 Cooking Web Sites have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 40% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 60% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 35% give access to such video center directly from their home page (one click away).
  • 30% display video ads for products in the site; 15% display video ads on their home page.
  • 40% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser Web page.
  • 0% use a pop-up window to display video.
  • Video formats: 80% use Flash video, 5% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 20 Cooking Web sites

IndustryCompany/Organization
CookingAbout.com: Food & Drink
CookingAllrecipes
CookingAOL Food
CookingBBC Online Recipes
CookingBetty Crocker
CookingCampbell's Kitchen
CookingCDKitchen.com
CookingCooks.com
CookingDrinksMixer.com
CookingEatingWell
CookingEpicurious
CookingGroup Recipes
CookingJamie Oliver
CookingKraft
CookingRecipezaar
CookingSify Food
CookingSimply Recipes
CookingThe Pillsbury Company
CookingThe World's Healthiest Foods
CookingWhat's Cooking America

Total for 100 Surveyed Companies

How Companies and Sectors Use Website Video

  • In February of 2009, the VIEW main index for the 100 surveyed companies was 51-79-21, which indicates that 51% of the companies had video on their home page, 79% had video on their site, and 21% didn't use any video on their Web site.
  • 65% of the 100 surveyed companies have placed their Web videos 1 click away from the home page.
  • 79% of the surveyed companies have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
  • 44% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video.
  • 58% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 51% give access to such video center directly from their home page (one click away).
  • 32% display video ads for their products in the site; 20% display video ads on their home page.
  • 59% offer full-screen video option.
  • 1% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 3% open video in a new browser Web page.
  • 4% use a pop-up window to display video. Video formats: 77% use Flash video, 6% use Windows Media Player, 3% use QuickTime, 0% use Real Player. (The percentages don't add up to 79% because some websites use more than one video format)
This research was provided to ReelSEO curtesy of "VideoBloom VIEW Index™"

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About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

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