The potential benefits of using online video in web-based marketing campaigns have been highlighted by new figures showing substantial growth in the number of British internet users viewing clips on the web.

Figures from comScore showed that 5.5 billion videos were watched on the internet in the UK during February, an increase of 37 per cent on the previous year.

Google sites were the most popular destinations for video users, mainly thanks to YouTube, which accounted for 99.6 per cent of all clips viewed on the company’s online properties.

Social network Facebook experienced the fastest growth in video views of any of the sites in the top ten, with the number of clips watched rising 205 per cent to 43 million.

The comScore findings come after US research from BrightRoll showed that 56 per cent of users of internet marketing services believe online video is the most effective form of advertising media.

Some 94 per cent of respondents said that they plan to increase their investment in the channel during 2010.

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