Measuring the success of online video campaigns should not focus solely on the clickthrough rate of a particular ad, according to one expert.

Tim Elkington, head of research at the Internet Advertising Bureau (IAB), said internet marketing services of this kind are similar to TV spots in that while the target audience may not act on them immediately, they still remember the brand message.

He noted that when someone sees an ad for a product like yoghurt during a break in their favourite show, they do not "run down the supermarket" – but they may be more inclined to buy that particular yoghurt when they next go shopping.

Mr Elkington's comments come after a joint, year-long study between the IAB and broadcaster Sky found that while six per cent who saw an online video ad had immediately clicked through to make a purchase, another 54 per cent had retained the information but decided to do more research and buy in their own time.

The study also found that brand recall was stronger when an ad was viewed during work hours (44 per cent) compared to being at home (39 per cent).

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