Non-media companies, until recently, had been relative laggards in the video field. But that’s changing rapidly, driven less by the desire to entertain than to deliver corporate messages more effectively via their Web sites.
“Corporations are just beginning to see [online video] as a real option to help cut costs and communicate,” says Colin Dixon, a research analyst for Diffusion Group, a research firm. “Just from last year to this year, there’s been a significant jump.”
The rise partly reflects the work of small companies such as the FeedRoom Inc., Reflect Systems Inc. and VitalStream Inc., which offer services and technology that make it easier for companies to hop on the online-video bandwagon.