A SIMPLE OVERVIEW OF WEBCASTING
As technology improves and the cost of webcasting comes down, it has become a more useful tool for investor relations. Primarily, it helps to reach a wider audience and also helps companies meet their continuous disclosure requirements by ensuring that there is open access to information provided at shareholder briefings and annual meetings etc.
There are a number of webcasting options available:
The main use of video webcasting in New Zealand is for an annual meetings. For results briefings, companies more commonly use audio webcasting and/or a conference call supported by a presentation provided to the NZX/ASX.
- Full video webcast including live video of the speakers and a synchronised slide presentation on screen. Example: Ryman Healthcare annual meeting
- Audio webcast: Photo of speaker alongside a synchronised slide presentation on screen. Example: Australia Post
- Audio webcast plus conference call: As above but additional conference call facility for invited guests. This allows a company to limit questions to invited guests on the conference call. However, there is an option to allow viewers on the video webcast to ask questions.
The Australasian Investor Relations Association Best Practice Guidelines support the use of webcasting:
The ASX Corporate Governance Council has adopted AIRA’s recommendation that when companies are running significant group briefings they should offer advance notification of the event and make the event widely accessible, including through the use of webcasting and any other appropriate technologies.
- Listed entities are encouraged to provide webcasts of AGMs and/or a full transcript of proceedings including question and answer sessions.
- When making major company announcements, entities should use appropriate electronic communications such as conference calls or webcasts and widely publicise the details.
- Results announcement: An analyst briefing –a briefing of both buy- and sell- side analysts provided by the managing director/CEO, CFO and other senior management. It is recommended that the briefing also be webcast through the organisation’s web site.
It is recommended that webcasts of listed entity events be widely publicised beforehand so all interested parties may participate. This could be done through the listed entity’s website and other distribution channels that it uses, including via an announcement to the relevant stock exchange(s). In addition, it is recommended that recordings of webcasts be made available on the entity’s website as so investors can access archived presentations.
SOME INTERESTING STATISTICS
(data compiled based on NZX and ASX clients of NASDAQ OMX)
NASDAQ has seen a significant increase in the number of New Zealand and Australia companies webcasting their IR events. Along with this, there is a growing trend of producing these events in house i.e. boardroom style for their results without a live audience.
- 70% of annual meeting webcasts are produced in video
- 50% of results briefings are video and 50% are in audio with slides (either viewer controlled or synchronised)
- 75% of all results briefings will have an associated conference call
- Mobile viewership has increased by 200% over the last 18 months (Tablet & Smartphone)
- Average webcast attendance for small cap companies is between 50 to 200 people. 60% on average attend the live webcast event and 40% will watch the replay.
- Most large cap companies have 200+ registered participants and similar participation to the live event as above
- The replay facility is viewed most in the weeks directly after the event and again leading into the next event.
- Most participants watching the live webcasting for NZ companies are located in the region (AU, NZ & ASIA).
- On-demand viewers are generally spread around the globe
SUPPLIER OVERVIEW: NASDAQ OMX
There are a number of different suppliers of webcasting services. Spice does not recommend any particularly supplier. However, to provide our clients with an idea of what webcasting services can cost, we have provided approximate pricing details for NASDAQ OMX, which works with a number of listed companies in NZ and Australia.
Companies should give consideration to what additional benefits they will achieve from webcasting and their individual circumstances including:
- Virtual Audio Webcast: $4,520. Live or on-demand, synchronised speaker photos and slides, interactive question facility
- Advanced Video Webcast: $6,160 plus camera and operator $1,000 plus travel expenses outside of Auckland and Wellington, if required. There may also be an additional technician cost of $1,470.
- Conference call: local call at 30c/minute/user. Includes moderator, recording of call and participant list.
- The size and depth of the listed entity’s register.
- The location of investors.
- Accessibility of the technology and the webcast to investors.
- The cost of webcasting.
How it works:
- Supplier confirms technical logistics eg phone lines/internet access at venue
- Supplier sets up web page (including company logo etc) and provides login/link details. Company can also determine what registration details/fields are required.
- Company announces webcasting details in advance of event. The link can also be embedded into the company’s website.
- Company provides powerpoint slide pack two to four hours ahead of the event, to supplier. Any additional video material should be sent as a separate file.
- For video webcast, camera operator sets up at event. Audio feed taken from AV in the venue.
- Each event includes a 12 month replay/archive facility.