Video now Widely Accepted as a Very Effective Media

Online video is starting to show its value as a creative advertising tool, as more marketers recognise the benefits it can bring.

Results of a survey released by BrightRoll show 94 per cent of marketers are planning on dedicating more of their budgets to video over the next year.

This marks an improvement on the 87 per cent who identified this in 2009, suggesting people are negotiating better deals for online video space.

"Online video underwent a cycle of massive innovation in 2009 and has matured into a highly effective platform for advertisers to connect with their target audiences online," said BrightRoll chief executive officer Tod Sacerdoti.

He added that the industry still needs to be educated further in the benefits of online video in order for the medium to carry on moving forward.

Utalkmarketing.com recently revealed that smartclip research showed marketers now consider video to be an integral part of their campaigns, with the growth of video advertising on track to continue to grow over the coming months.

Nearly three-quarters (71 per cent) of the 100 professionals interviewed said they were planning on using it in campaigns over the next 12 months.