Brands and advertisers are relying more and more on social media and online video streaming as a means of marketing their businesses, results from a new survey suggest.

According to figures from the Association of National Advertisers (ANA) in conjunction with BtoB Magazine and marketing services firm MKTG, 66 per cent of marketers now use social media to enhance their online PR, compared to 2007 when 20 per cent did.

The most prominent sites featured in the survey were Facebook (used by 74 per cent), YouTube (65 per cent), Twitter (63 per cent) and LinkedIn (60 per cent).

Bob Liodice, president and chief executive of the ANA, remarked that the increased number of media platforms meant that advertisers would have to "work harder, survey the entire landscape available to them and create the brand’s most optimal media mix".

The recent Future of Commerce report from Hill & Knowlton indicated that eCommerce was being increasingly influenced by social media, particularly with reference to younger generations.

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