Internet marketing professionals using video to advertise their products online should look beyond simple video ads, it has been claimed.

Writing in the March issue of DMNews, Dianna Dilworth, associate editor of the publication, highlighted a number of innovative ways in which video is being used as a marketing tool.

For example, Innovid recently launched new technology that allows advertisers to create interactive videos featuring clickable products.

The platform was used by Warner Brothers to promote the movie Watchmen on the web through a video containing links to files, images and viral websites.

Zvika Netter, chief executive of Innovid, told DMNews that when used in its most basic form, video can be "static" in comparison to the interactivity of the net.

"We are looking at video as a canvas that can be turned into something where the brand can integrate their message in a dynamic way," he remarked.

Research from Hitwise shows that the number of people visiting online video websites has risen by 41 per cent in the last 12 months.

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