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For B2C Marketing Professionals

How News Web Sites Should Use Video

Using The Online Video Product Scorecard To Identify Best Practice

December 6, 2010

Authors

  • By Nick Thomas
  • with Mark Mulligan,
  • Annie E. Corbett

Why Read This Report

Over the past year, our video strategy series has presented the business case goals and best practices for building video products and adding video to your Web site. This report demonstrates how Forrester's online video product scorecard enables sites — in this case news sites — to benchmark their efforts by comparing their use of video to best practices from market leaders across all categories. Based on our study of more than 125 leading consumer Web sites, we can identify strengths and weaknesses for both individual sites and industry verticals and provide focused, actionable advice to content and product strategists to ensure that sites meet evolving consumer needs.

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Table of Contents

  • Introducing Forrester's Online Video Product Scorecard
  • Understand Who Is Watching News Video On Your Site
  • News Sites Use Video Well, But There's Room For Improvement
  • RECOMMENDATIONS

  • News Sites Must Get Social And Focus On Discovery
  • Supplemental Material
  • Related Research Documents