Senior programmes manager at the Internet Advertising Bureau Jack Wallington explained that the "buzz" surrounding the medium has reached its highest ever level, with many in the industry expecting it to "make its mark on the advertising world" in 2010.

 

"Every single senior marketer I've spoken to about it - and there have been hundreds - see its huge potential and want to use it," he stated.

 

Mr Wallington cited figures from comScore showing that 82 per cent of US citizens viewed an average of 9.7 hours of video on the web during August as a reason for his - and his organisation's - optimism about the future of the medium, adding that figures for the UK are "equally high".

 

He also argued that the increased relevancy of online video advertising means viewers are "more accepting" of it than they are of other media, with a Tremor Media study showing that 70 per cent of 5,000 Europeans questioned on the issue believe showing an advert before an online video begins is acceptable.

 

A recent survey from GroupM has helped support Mr Wallington's claims, as it suggested that online video has overtaken social media to become the most popular aspect of the digital world.