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VideoBloom VIEW Index™ - February 08
What is VIEW index and why do we need it?
Who among the 30 Dow Jones Average companies uses online video and for what?
Key Survey Results - February 08
- In February 2008, the VIEW main index for the 30 Dow Jones companies was 13-93-7, which indicates that 13% of the companies had video on their home page, 93% had video on their site, and 7% didn't use any video on their Web site.
- Over two thirds of the 30 Dow Jones Average companies have placed their Web videos deep into their Web sites, 3 clicks or more away from the home page.
- 33% use online video in an advanced manner: contextual integration of videos , variety of video players, call-to-action tied to the video.
- 13% offer a full-fledged "video center" comparable to a corporate TV channel.
- 20% offer full-screen video option.
- 3% have video on autoplay (i.e. video starts as soon as the user lands on the page).
- 37% open video in a new browser Web page.
- Video formats: 63% use Flash video, 30% use Windows Media Player, 10% use Real Player, 7% use QuickTime (some companies use two formats, this explains why the totals do not add up to 100%).
- The 2 Dow Jones Average companies that did not offer any online video on their corporate Web sites in February 2008 were consumer finance company American Express and insurance company AIG.
Video Uses of Dow Jones Average Companies
| Industry | Company/Organization | Video uses/ Type of video |
| Diversified Industrials | 3M Co. | Solutions videos, demo videos |
| Aluminum | Alcoa Inc. | Plant expansion, news, events, awards |
| Consumer Finance | American Express Co. | - |
| Full Line Insurance | American International Group Inc. | - |
| Telecoms | AT&T Inc. | New products, video share |
| Institutional and Retail banking | Bank of America | New products, commercials |
| Aerospace & Defense | Boeing Co. | Plane virtual tours, first flights, carrier takeoffs and landings |
| Commercial Vehicles & Trucks | Caterpillar Inc. | Product commercials |
| Oil and gas | Chevron Corp. | Technology overview, corporate news |
| Banks | Citigroup Inc. | Community videos |
| Beverages | Coca-Cola Co. | Product commercials, branding |
| Commodity Chemicals | E.I. DuPont de Nemours & Co. | Product videos |
| Integrated Oil & Gas | Exxon Mobil Corp. | Math and science initiative |
| Diversified Industrials | General Electric Co. | News, desalination project, jet engine composites, cleaner coal, etc. |
| Automobiles | General Motors Corp. | President's message, car videos |
| Diversified Computer Systems | Hewlett-Packard Co. | Success stories, innovation, recycling cartridges, marketing a small business, HP Uncut, Enterprise TV |
| Home improvement retailers | Home Depot Inc. | HomeDepot.com/know-how, HomeDepot.com TV, instructional videos, kitchen project, flooring project, how-tos, product demos, news, volunteer projects, community |
| Semiconductors | Intel Corp. | Commercials, news, chip chat, behind the scenes, breakthroughs |
| Computer Services | International Business Machines Corp. | Videos in English, French, German, Italian, and Spanish, Video surveillance, crime and video, troubleshooting |
| Pharmaceuticals | Johnson & Johnson | Company videos, innovation videos, advertising videos |
| Banks | JPMorgan Chase & Co. | Financial services, online banking videos, video tours |
| Restaurants & Bars | McDonald's Corp. | Happy meal movie trailers |
| Pharmaceuticals | Merck & Co. Inc. | Merck manual, public health challenges |
| Software | Microsoft Corp. | Robotics studio tour, video tutorials, business solutions |
| Pharmaceuticals | Pfizer Inc. | Charlie Rose Science Series, video archive, Multimedia library behind login, video Webcast |
| Non-Durable Household Products | Procter & Gamble Co. | Product videos, fixodent.com, sustainability, special Olympics, community diversity |
| Aerospace, Heating/Cooling, Elevators | United Technologies Corp. | Shareholder reports (link broken) |
| Telecoms | Verizon Communications Inc. | Video clips for phones, Vcast Mobile TV |
| Broadline Retailers | Wal-Mart Stores Inc. | Associates’ videos, sustainability, video center |
| Broadcasting & Entertainment | Walt Disney Co. | Entertainment, TV shows, movie trailers |
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For more information about the VideoBloom VIEW Index™ and its methodology, please contact us at view [at] videobloom [dot] com.
