SOURCE: Aberdeen Group

Aberdeen Group

April 07, 2010 11:00 ET

Business Class Video

Defining the Standard of Business Value

BOSTON, MA--(Marketwire - April 7, 2010) -  A new research study published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS) compares companies that have achieved a demonstrable Return on Investment (ROI) from those that struggle to measure ROI. By comparing these approaches, this report differentiates video deployments with measurable goals and payback from video technologies that are merely decorative or experimental. Top organizations have aligned video with quantitative value by gaining management capabilities, archiving abilities, and tracking hard metrics that have translated the qualitative characteristics of video into measurable goals.

Business Class Video: Defining the Standard of Business Value analyzed over 160 organizations with video solutions and found that the top 20% of organizations had an average Return on Investment on their video investments of 186%, which translates to a payback period of less than seven months. In comparison, the bottom 30% of respondents were completely unable to measure any quantitative value from their video investments.

"The enterprise approach to video has evolved from synchronous and scheduled video usage to asynchronous, on-demand, and centrally managed video assets," says Hyoun Park, Research Analyst, Aberdeen Group. "To insure that employees and operational departments gain value from video, companies must schedule, archive, store, and measure video used throughout the enterprise."

Companies that have focused on aligning video to departmental pressures have focused on pressures such as:

  • The struggle to optimize communications broadcasts and educational materials based on the learning preferences of multiple workforce generations.

  • Marketing demands to improve customer and audience interactions

  • The challenge to create and develop new products with a geographically dispersed Research and Development team.

A complimentary copy of this report is made available due in part by the following underwriters: Ignite Technologies, Kaltura, Kontiki, and TANDBERG. To obtain a complimentary copy of the report, visit the following link:

Business Class Video: Defining the Standard of Business Value

Visit for additional access to complimentary Enterprise Communications Research.

About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

© 2010 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897