New research shows that the efficiency of television adverts is lower than online video adverts. It seems advertising executives are finally coming to this realisation with 75% of advertising executives stating that online video adverts are more effective. Additional research showed a 23% increase of video views on the Internet. The eMarketing report found:

The popularity of digital video viewing is helping drive the expansion of the online video ad market. Ad execs may be responding to U.S. consumers’ seemingly endless demand for online video.

With this new study, it is predicted that digital video advertising spend will grow by 40% this year, bringing spend on digital advertising to R40 billion. It is believed that the most growth will be seen in online and mobile video with television adverts set to experience a decrease in spend.

eMarketing report found:

Ad buyers are faced with an increasingly complicated equation when it comes to online video ads, and they need to consider which sites to purchase ads on, what format the ads will take and how to measure their effectiveness.

[Source: Mashable]