New technology is turning video into one of the most popular media platforms on the web, which is creating numerous opportunities for internet marketing teams.

According to eMarketer, a study conducted by Lightspeed Research and Trendstream revealed that 72 per cent of US web users watched video clips online in January this year.

This makes video a bigger medium in terms of consumption than blogging or social networking, the research showed.

And it is not just on video sharing websites such as YouTube that consumers are watching clips. Indeed, the ability to post video clips on web pages, blogs and social media sites means they can be shared quickly and reach even wider audiences.

Tom Smith, a spokesperson for Trendstream, said: "Those who access video are completely engaged in the content that they choose to watch.

"It’s an impactful universe," he stressed.

In a recent article, Lisa Wehr of Practical eCommerce stressed the importance of optimising video content for advertising purposes, given the increasingly blended nature of search, with clips appearing in search engine results pages alongside links to web pages, blogs, social media profiles and podcasts.

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