Businesses have made significant changes to how they target consumers as a result of the recession, an industry expert has said.

Jack Wallington, senior programmes manager at the Internet Advertising Bureau, observed that, while it was expected that companies and those involved in internet marketing services would reconsider and improve their uses of technology, the level to which this happened was surprising.

He went on to note that online video advertising "has invigorated innovation" in that companies have been forced to turn to it as a channel because of the economic crisis. Consequently, the medium has seen extensive growth.

"In September 2009, the online video market is still new but the sides of the Rubik’s Cube almost match," Mr Wallington added.

His comments follow a recent comScore study, which revealed that more people in the US than ever – 158 million in July – are watching videos online, potentially indicating that digital advertisers could benefit from using them in their campaigns.

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