ON24(US:ONTF)2025-05-28 11:00Summary of ON24 (ONTF) Update / Briefing May 28, 2025 Industry Overview - The report focuses on the life sciences industry, particularly digital engagement benchmarks for healthcare practitioners (HCPs) including pharmaceutical and medical device companies [6][8]. Key Insights and Trends 1. Increased Engagement: - The average number of attendees for webinars increased by 22% year-over-year to approximately 211 [8]. - Total audience engagement per webinar for life sciences companies saw a 34% increase, indicating that audiences are more active and engaged than ever before [23]. - There was a 28% increase in certifications delivered during webinars, showcasing a shift towards real-time testing and certification [24]. 2. Webinar Duration and Content: - The average duration of webinars remains around 52 minutes, suggesting that audiences are willing to stay engaged for longer periods if the content is valuable [11]. - The evolution of digital events has led to more interactive experiences, with HCPs seeking opportunities to participate and engage rather than just passively consume information [13][15]. 3. Personalization and Segmentation: - Personalization in digital experiences has become crucial, with a threefold increase in demo requests when experiences are tailored to specific audience segments [44]. - The ability to segment audiences based on various criteria (e.g., specialty, engagement level) allows for customized content delivery, enhancing engagement [34][40]. 4. On-Demand Content: - Life sciences companies have achieved a 51% split between live and on-demand content consumption, indicating a shift towards on-demand viewing [49]. - On-demand webinars drive higher engagement than live experiences, with audiences actively participating by asking questions and downloading content [52][56]. 5. Content Hubs: - The rise of content hubs has been noted, where companies create bingeable portals for HCPs to access a variety of resources and webinars [57][58]. - Content hub conversions have increased significantly, with an 85% growth in total meeting bookings from these hubs [63]. 6. AI Integration: - AI is being integrated into digital engagement platforms, enhancing the ability to create content from webinars, including automated transcripts and promotional materials [74][80]. - There has been a 10x increase in automated transcript requests and a 6x increase in AI-generated content pieces, indicating a growing reliance on AI for content creation [80]. Additional Important Points - The importance of first-party data is emphasized, as it helps marketers understand HCPs' needs and preferences, ultimately improving engagement strategies [19][90]. - The report highlights the need for continuous improvement in digital engagement strategies to adapt to changing audience behaviors and preferences [8][92]. - There is no evidence of "webinar fatigue"; rather, audiences are showing increased interest in well-structured and engaging webinars [104]. This comprehensive analysis of the ON24 briefing provides valuable insights into the evolving landscape of digital engagement in the life sciences sector, highlighting the importance of interactivity, personalization, and the integration of technology to enhance audience engagement.