Online video is becoming an increasingly important tool for marketers looking to reach target audiences on a large scale, according to a new survey.

The poll by ad network BrightRoll found that 56 per cent of users of internet marketing services now rate video as more effective than other forms of advertising media.

Indeed, 94 per cent of respondents said that they plan to increase their spending on the channel this year, up from 87 per cent in 2009.

Almost a third (32 per cent) of the marketers questioned identified targeting as the most valuable feature of web-based video. Other perceived benefits included reach and its relatively low costs compared to TV.

"Online video underwent a cycle of massive innovation in 2009, and has matured into a highly effective platform for advertisers to connect with their target audiences online," said BrightRoll chief executive Tod Sacerdoti.

A poll released earlier this year by smartclip found that 71 per cent of marketers are planning to incorporate web-based video in their campaigns in the next 12 months.

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