Case Study: NAB Show Live
Approaching their largest event of the year, NAB Show LIVE faced a challenge similar to that of many other creators and broadcasters producing a live streaming event: great content but slow growth in people tuning into the live event. As in previous years, NAB Show LIVE partnered with premium distributor Brightcove to deliver their live event from the convention center floors. Organizers also brought in the Live Media Labs team to help grow the audience by driving awareness of the live broadcast and syndicating the event to thousands of targeted distribution points.
Challenge
Organizers had the physical event nailed for the NAB show, but they struggled to maximize the reach of the digital experience. Sharing recorded video after an event is one thing, but NAB knew that live streaming can drive massive real-time engagement. NAB is already the largest broadcast media event in the world (103,000 attendees in 2016). But organizers needed a way to reach the millions of people who couldn’t attend in person. They just weren’t sure how to extend the magic of the conference into the digital realm. Organizers also worried about sacrificing the quality of the live broadcast while delivering the event worldwide.
Strategy
The Live Media Labs team built a syndication channel to bring NAB’s highly engaging content directly to the viewer in their favorite place. The Live Media Labs team delivered highly targeted viewers over the four-day event. Each viewer was then segmented by interest, time spent, and action taken to deliver unprecedented performance for NAB Show LIVE.
Results
NAB Show LIVE attracted 1.16 million live views, more than 10x the viewership during the prior year. Average view time also beat industry standards at more than 5 minutes.
“The team has been instrumental in our NAB Show LIVE broadcast. The ability to tap into specific types of viewers globally certainly helped the success of our show!”
— Ryan Salazar, Executive Producer, NAB Show LIVE