‘Robust opportunity’ for video marketers

In recent years the opportunities presented by video marketing have grown, it has been claimed.

Figures from internet analyst comScore show that 87 per cent of the UK audience is now reached by video content online.

This comes second only to Canada in the five jurisdictions covered by the firm, with France, Germany and the US completing the list.

While Google sites - which include YouTube - ranked as the most frequently accessed across the board, in the UK video content on the BBC website was found to come second.

Jack Flanagan, executive vice-president of comScore, says: “Recent years have seen an explosion in online video viewing, not just in the US but globally.”

This, he says, represents “a robust online advertising opportunity for marketers”.

Video is not the only media type to enjoy increased success in the UK in recent months.

Figures previously published by comScore revealed that online games site Miniclip was the fifth-largest gaining internet property in terms of unique visitors within the UK in February.