A survey by smartclip found that 89% of marketers surveyed agreed that online video is more effective than, or as effective as, linear/banner advertising, up from 66% this time last year.

Almost half (47%) of those surveyed have now embraced digital video advertising in their campaigns, with 61% stating that they would be considering it as an option over the next 12 months.

Tablets and smartphones seem to be the platforms of choice for digital video advertising, with almost two thirds (63%) of marketers stating that they were familiar with these, closely followed by Connected TVs (46%) and gaming consoles (47%).

Respondents stated that they most associated digital video advertising with entertainment (66%), sport (64%) and social media (40%).

Sam Kayum, MD smartclip UK, said: “These findings clearly demonstrate the growing appetite for online video advertising. Technology is forcing the industry to reassess their business models as audiences migrate away from traditional channels.

“The next step in this evolution is for businesses who have traditionally embraced advertising innovation to implement a successful connected TV strategy. We expect the industry to move towards these business models to optimise their advertising revenues in the near future.”