The amount of money marketers plan to spend on digital video advertising is set to increase by 25 per cent over the next 12 months, figures from Casale Media Research have found.
This would equate to 23.8 per cent of firms' total online advertising budgets over the next year, based on the survey of over 150 media buyers, planners and managers.
It was found that the majority of those polled think video advertising provides an engaging environment for them to promote their brand messages.
Chief executive officer of Casale Media Joe Casale said: "When it comes to video, many online advertisers still perceive it as the Wild West because it continues to evolve and grow, but without giving publishers and advertisers enough control."
Despite this, 80 per cent of respondents find video advertising to be one of the best ways to increase the awareness of their company and new products or services.
Video advertising could gain popularity in the UK, as the number of people visiting video-sharing websites has increased threefold over the last 12 months, according to new figures from Experian Hitwise.
The statistics reveal that Google-owned site YouTube accounts for nearly 70 per cent of all video website hits.
