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Video advertising 'is a powerful messaging tool'

Online video advertising is a "powerful" branding and marketing tool, according to the Internet Advertising Bureau (IAB).

Jack Wallington, IAB programmes manager, claims that online advertising allows businesses to engage with the consumer "like no other format", because video marketing is tailored to match the website it is associated with.

"It is a powerful branding and messaging tool because people that choose to watch video clips online are receptive to adverts that are short and relevant to the content they want to watch," he explains.

Mr Wallington says the price of online advertising can vary greatly, depending on the publisher and the quality of the content.

According to a 2007 report by research body Forrester, 52 per cent of consumers spend more time online than watching television.

Fresh Business Thinking is holding a technology event during May, for those interested in using IT to increase business growth.

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