27 July 2010 11:45
Video advertising is the preferred medium of younger audiences, according to one industry expert.
In response to its growth, comScore launched Video Metrix 2.0 for marketers to measure return on investment.
The tool will be used to collect statistics on video ad impressions.
Online advertising growth is already outstripping other major media, having grown to $55.2 billion (£36.2 billion) last year, despite tough economic conditions.
Commenting on the figures, managing director of Web TV Enterprise, Jamie Estrin, said that the strongest performing medium remained video.
"In online video we are seeing continued growth and each quarter the line is going in an upward curve."
He added that it was more acceptable to some target markets which might otherwise be turned off by intrusive advertising.
"Consumers, especially young people, don't expect to pay for content because they've grown up with the internet - especially the 16 to 24 demographic who want free content. They understand the need for it to be paid for by online video advertising."
Posted by Stanley Jack
