混合赛事的效果如何?
了解更多关于混合事件流的信息 流媒体东部2022.
阅读这段录音的完整文本:
Eric Schumacher-Rasmussen: 我不认为混合项目会消失, because there's all sorts of business and other motivations for them. 但它们真的有用吗，亚历克斯? 我知道你对此有些想法.
亚历克斯·林赛: Well, they largely work for the in-room audience. We've had the opportunity to spend have all kinds of budgets from everything from $5,000 to $500,000 for a hybrid event over the last decade, and we've really got to all these permutations of how to build it and how to make it work. And what I will say is that it is extremely challenging to have a hybrid event work for the online audience. 这可能是直播不起作用. Putting cameras in the back does not work for the online audience. When I say it doesn't work, we're measuring average view time. 平均观看时间才是最重要的. When we look at these things, how long did someone stay when they got there?
Marketing can fix the number of people that are there, but our job as event producers is to keep them in the room. And if you look at if you look at hybrid events, you're talking sometimes in small, low minutes. For your all-day event, you might see an average view time of 10 minutes or 15 minutes. People just leave because they feel like they're outside of it.
从根本上, the problem is that when you put one person in the room, you are fighting a million years of evolution. 演讲者会看着那个人. 他们会为那个人演奏. 他们要为观众表演. 本质上, they're gonna put the online audience in the kiddie table--that kiddie table that we used to sit at at Thanksgiving. 那是我们都坐的地方.
现在，人们不会抱怨了. They're not gonna send you emails, but they just don't feel like they're connected. And that is a devastating thing to do to your event. And it's a devastating thing to do to your audience because you don't see it. 你不会看到人们难过. They just don't wanna come back the next time or they don't come back the next day. That's what we see for instance, in a lot of two or three days of hybrid events. You see a drop-off in attendance that is generally between 60 and 80% because people just stop coming. They think they're gonna watch the VOD later, but they won't. Part of that is the whole function, the whole structure of events.
I think also what didn't really work before was watching all those slide decks with tons of text and everything else. We really just came for the coffee and cookies. And so the reality is that they haven't been that great before and now it's just really clear.
So I think that it's really, really challenging to have hybrid events work. 就我个人而言, I think that they're the transitionary format that we're gonna use until we figure out how to really take advantage of digital events. I think that physical events will continue to exist, but I think that hybrid events are something that event teams and event companies are desperate to hang onto because they're trying to stay relevant. But I don't think that they have legs to last for very, for very long because they just don't pencil out most of the time. And if you actually look at that data, it becomes very challenging.
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