New research from PermissionTV has suggested that online video is to play a greater role in internet marketing campaigns next year.

Two-thirds of the companies it surveyed said they intended to focus on video in the next 12 months, with brand awareness seen as one of the main effects of video marketing by seven in ten respondents.

Almost half of all firms suggested that lead generation would be an end result of deploying video internet marketing campaigns.

Nearly 60 per cent of respondents predicted interactive video to evolve from the current generation of online video technology.

Matt Kaplan, vice-president of solutions and chief strategy officer of PermissionTV, remarked: "These survey results demonstrate the strategic importance of online video in the overall marketing mix, as well a growing requirement for more sophisticated video experiences."

About 77 per cent of advertisers believe online marketing has had a positive effect on their brand, according to a study carried out by the European Interactive Advertising Association earlier this year.

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