Users pay more attention to video marketing advertisements than any other form of internet marketing, a new study reveals.

According to research by Double Click, 0.32 per cent of consumers will play an online video advert, compared to about 0.15 per cent of those who click on a Jpeg or Gif advertisement.

Research director Rick Bruner said: "Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales."

However, the majority of users were reported to only watch about two-thirds of video advertisements.

Chief sales and marketing officer Marianne Caponnetto added that the growing range of online video metrics "give advertisers much greater insight into how consumers are actually engaging with the ads and their brands".

Last week, findings by Millward Brown revealed that users are able to recall advertisements viewed online four-times better than those watching television.