Digital marketers have been told that while online video marketing is growing as an important medium, its use needs to be kept in context.

According to marketing analyst David Hallerman and author of a study on internet videos, the medium is still likely to be a minority interest compared to other methods.

“Even with such strong spending increases, online video still makes up a small share of internet ad expenditures,” he said according to eMarketer.

“That ad format will contribute only 2.6 per cent to this year’s $15.9 billion (£8.4 billion) total.”

In a recent study, total adspend on US internet video campaigns over the course of 2006 will be approximately $410 million (£215 million).

However, Mr Hallerman said that partly because of the familiarity of video marketing campaigns used on television, agencies may look to invest marketing budgets in the sector.

His comments on the size of the online marketing sector come as even more firms, such as computer hardware firm Logitech, start to use viral video marketing to increase brand awareness.ADNFCR-8000151-ID-17918986-ADNFCR

Related Topics: General Marketing