The Power Of Personalization For Webinars, Events, And Other Engagement Efforts

Last week I wrote about blogs and influencers being the top revenue-generators for publishers and advertisers in the final quarter of 2024.

Now, a new report is shining light on the positive engagement effects brought on by other more experiential content, specifically webinars and virtual events.

The 2025 Digital Engagement Benchmarks Report shared insights from ON24’s experiences and the millions who engaged in 2024, finding webinar audiences up 7% from last year (with each quarter seeing growth YoY) and the average view time to be 51 minutes, which the report says “highlights the depth of engagement that webinars can achieve.”

“Webinars and on-demand content experiences serve the needs of today’s buyers in a number of ways,” the report says. “They facilitate remote interaction, especially when live attendees can interact with presenters or join breakout sessions with their peers. Aside from presentations, webinars offer the ability for attendees to access related content in a format that they prefer.”

The report went on to celebrate the use of personalization efforts with webinars, showing a 3-fold increase in the average number of registrations driven from personalized landing pages and a 61% increase in resource downloads YoY.

(Source: ON24)

“To get the most from personalization, B2B marketers and event managers must make first-party data a cornerstone of their strategy,” the report says. “This means using attendee behaviors — such as session interactions, content preferences, and past engagement — to craft tailored landing pages, CTAs, and follow-up communications.”