What's the Next Development in Online Video is it TV and TV Adverts

The world of TV advertising still remains unchartered for many companies because they do not know how to analyse their success rates.

This is according to Jamie Estrin, managing director of Web TV Enterprise, who suggested online advertising tends to be much easier to gain data on.

"In order for video to do that we need to have a deeper understanding and produce advanced research of the incremental reach that video delivers to TV buyers," he continued.

Mr Estrin believes there needs to a defined measurement system in place in order to give marketers the analytical tools they need.

More people are now turning to the internet in order to see TV content, he emphasised, which could give more potential for gaining data on viewing habits.

A recent report from BrightRoll found that online video has continued to grow in terms of effectiveness and value.

More than half (56 per cent) of respondents stated that they view online video advertising as either more effective or much more effective than other forms of advertising.

Targeting was identified as online video's most valuable asset by 32 per cent of the survey's respondents.