Watch This

Publishers and other marketers looking to get their customers' and prospects' attention might want to put on a show — a video Webcast, to be specific.

A study released last month by ON24 Inc., which offers Webcasting and rich media marketing products, shows that people like to watch: The average number of registrants per video Webcast rose 45.7% last year, while the average number of registrants per audio Webcast fell 3.03%.

Once they register, are they really showing up? Last year, attendance for video Webcasts jumped 47.06% but audio Webcast attendance dropped 9.58%.

However, while they're there they might not want to play. Across all types of Webcasts, response by survey participants dipped from 33.12% in 2005 to 22.04% in 2006. Q&A participation was up, though, climbing from 6.68% in 2005 to 7.21% last year.