Event industry should 'wake up' to video potential and popularity

The event industry needs to wake up to the potential of video, said Google UK industry head Andrew Barke.

According to Event Magazine, Barke was speaking at the Summer Eventia event. He said that video makes up one third of all internet traffic, and events need to focus on this more. He revealed that, for the words ‘event’ and ‘marketing’, there are “over 350,000 impressions” on YouTube every month.

This means that all venues for hire should consider equipping themselves with AV technology, so videos can be broadcast during events as well as created.

This is reaffirmed by Cisco’s predictions that video will represent 90% of web traffic by 2013.

Visitors commenting on the story agree that video should be a focus for the events industry. Tom Lambridge wrote: “Event videos are proven to engage visitors and give extra value to exhibitors. They extend event marketing reach into the social media space; in and beyond Facebook and YouTube.”

This message was supported by Kenny Holmes, creative director at a communications agency who said that live events and digital technology are fundamentally “great bed fellows”, according to Conference & Incentive Travel.

Speaking at the same event, Holmes said that the need for live events will continue, despite a boom in virtual communication.

“In a world where the virtual becomes more real, the live event becomes ever more vital,” he said. “I believe that digital can enhance live, which is why we embed it so much into experiences.”

He added: “There is always an ROI question and events are quite budget consumer. But digital technology is great at extending the experience before and after the event.”