New York—Twenty-three percent of brands are now using online video advertising as part of their marketing arsenal, according to a study by Kantar Media.
The media research company in October analyzed the advertising of more than 4,100 brands.
The study found 12% of brands used both online video and national TV in their advertising, 11% used online-video advertising exclusively and 77% of brands used national TV advertising exclusively.
The restaurant and automotive industries were the most likely to use both video and TV advertising,at 43% and 30% respectively.
Kantar Media has also rolled out an online video measurement service, which captures pre-roll, mid-roll and post-roll video ads playing within videos shown on more than 90 video websites.