Advertisers hoping to target niche markets could consider using video in their online campaigns, it has been said.

According to Jamie Estrin, managing director of Web TV Enterprise, those involved in internet marketing services should make sure they take advantage of the "exploding" use of video on the web.

He explained: "Advertisers … have been testing the market for the past 12 to 18 months and now they're investing heavily because they have seen great returns."

Mr Estrin commented that online video offers great value for money thanks to its ability to take one of the most effective forms of marketing – television commercials – and target them to users.

The expert was reacting to a recent survey from Deloitte, which suggested that only three per cent of consumers find video advertising online to be successful.

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