Successful internet video advertising needs to be more than just amusing, according to content management expert Modera.
Just as video search engine Blinkx breaks into the top ten of video websites, Modera says that videos can be a useful tool to provide customers with more in-depth information.
Video is best-suited for original material and tailored content which means adverts can be consumed as intended, the website explained.
Siim Vips, chief executive officer at Modera, said: “Video is a very useful tool in driving awareness and sales as it can be used to communicate products and services in an easy, digestible and useful format and shared easily.
“Video doesn't always have to be as highly entertaining as brand owners and marketers may perceive - it's not just about creating the next Phil Collins-loving gorilla.”
More than 157 millioninternet users viewed online video during the month of June, the largest audience recorded for a single month, according to figures from comScore.
The rise in video viewing is mainly due to important news stories during June, including Michael Jackson's death and the Iranian elections, which generated significant gains particularly at major media properties such as Viacom Digital, Microsoft sites and Turner Network.
However, research by accounting and consulting firm Deloitte and research and consulting organisation YouGov revealed that 53% of people would not watch more online videos even with a more reliable internet connection.
Meanwhile, July's figures rank Blinkx along with big names including YouTube, Yahoo, MSN, MTV and CNN.
According to the report, there has been a 31% increase in the number video streams since last year, and a 42% growth in the average time viewers spent watching online video.
Blinkx – which has offices in San Francisco and London and has a market cap of about £40 million – said it now had more than 530 partners providing video content to its search engine, with more than 35 million hours of video online.
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