CMP Strengthens Its Brand
Prior to signing on with ON24, CMP had established positive relationships with broadcast studios in New York City, Palo Alto, Calif., and other locations to host its webcasts. To ease the transition to a new technology partner, CMP requested those relationships remain intact.
"We essentially told ON24 which studios we wanted to keep partnering with, and they signed their own agreements with those studios," Way says. The responsibility was on ON24 to make sure that its technology would work seamlessly with the studios, sparing CMP from any integration headaches.
ON24 incorporates the cost of studio time into its fees, simplifying the accounting process, says Way, who declined to give the specifics of webcast production costs.
Engaging, Real-Time Content
CMP's editorial-based webcasts are primarily live events that include interviews and round tables featuring staff members. The company also produces seminars where vendors provide the content, such as IBM addressing server technology or Sun Microsystems talking about electronic payment systems.
ON24's interactive technology enables the audience to participate in the webcasts, a feature that prompts many audience members to become regular webcast viewers. CMP integrates interactive polls about important topics, such as pending legislation that could affect the technology industry. To get around pop-up blockers, the real-time polling results are displayed within PowerPoint, says Way.
Audience members can anonymously send in questions that are monitored and relayed to the webcast moderator, which has sparked interesting debates during round-table webcasts, says Way. To retain the attention of audience members, publishers should plan on limiting webcasts to one hour or less, he suggests.
ON24's technology also enables browser windows with preloaded URLs to be automatically pushed out to audience members, eliminating the need for viewers to enter Web addresses manually, explains Way.
Webcasts are an incredibly useful tool for audiences to learn the ramifications of an unfolding event, he notes.