WebTV: from a supplementary solution to a powerful performance driver

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A decade ago, WebTV was perceived as a supplementary solution for communication when in-person meetings were not feasible. It was synonymous with latency, bugs, and low-resolution 280-pixel videos.

Today, WebTV is an integral part of the operational routine of companies, broadcasting major live events and, more importantly, establishing itself as one of the most effective LeadGen levers. Here’s an analysis…

WebTV in the workplace: from laborious audio exchanges to high-definition video

WebTV emerged alongside the internet, making its debut in the business world in the late 1990s, but it was initially limited to text and audio communication, often of low quality.

The rise of broadband internet, advancements in audio and video codecs, and innovations in communication standards (notably VoIP) contributed to its initial surge in the 2010s. During this period, leading market solutions such as Zoom, Google Meet, and Microsoft Teams launched their first versions.

Before 2020, WebTV solutions were already part of the corporate toolkit, but their use was more sporadic, except perhaps in tech companies, multinationals, and higher education institutions.

Following the pandemic, videoconferencing quickly established itself as a central everyday tool. This rapid transition, driven by travel restrictions and the explosion of remote work, caught market players off guard, forcing them to increase their capacities dramatically. For instance, Zoom ended 2021 with a 169% growth rate.

Since then, the growth rate of market vendors has logically stabilized, but the enthusiasm has never truly waned for several reasons…

1.   Remote work is here to stay

As of January 31, 2024, over 7.8 million French people were working remotely. This represents nearly 30% of the employed population.

Among them, 76% use WebTV solutions daily, whether for conducting professional video calls, attending meetings, participating in webinars, following remote training, or simply maintaining social connections with in-person teams.

2.   Features tailored for businesses

99% of WebTV solution users claim these tools have improved communication habits. Perhaps except for instant messaging, no other means of communication has garnered such widespread approval.

It’s worth noting that since the pandemic, vendors have significantly evolved their solutions, incorporating intuitive and useful features for operational staff, event participants, marketers, and sales representatives:

• Automatically adjusting video and audio quality in low bandwidth conditions to ensure smooth communication. These new algorithms address one of the main criticisms of WebTV tools;
• Advanced screen sharing features, including selective application sharing instead of sharing the entire screen;
• Instant reactions and feedback, with buttons to applaud, raise a hand, or express agreement or disagreement, enriching interaction without interrupting the flow of meetings, webinars, or training sessions;
• Integration with calendars and project management systems, including automatic reminders and direct access links in invitations. This feature significantly reduces no-shows at events;
• Breakout rooms allow for subgroup discussions within a larger web conference. Participants can choose which room to join, for example, during a large virtual or hybrid event.

3.   In B2B, buyers want video

Studies consistently highlight the importance of “video” as a sales format. For instance, the Brightcove x Ascend2 survey reveals the following conclusions:

It is therefore unsurprising that 73% of B2B marketers cite webinars as “the best way to generate quality leads”.

4.   WebTV to expand event reach and smooth out costs

While 2023 marked the strong comeback of in-person events, it did not come at the expense of virtual events. Instead, a hybrid model has emerged, allowing companies to expand the reach of their events.

The rise of hybrid events beyond the pandemic period is also explained by their ability to smooth out costs:

• Multiply the number of participants without necessarily renting larger rooms (at least, not in proportion);
• Reduce travel and accommodation expenses;
• 66% of B2B marketing professionals say it’s easier to find a good speaker for a hybrid or online event (compared to an exclusively in-person event).

In a marketing or sales department, web conferencing is a powerful lever for lead generation, nurturing prospects, and conversion.

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