Online video advertisers could become an increasingly useful tool in internet marketing.

Figures released by the Online Publishers Association (OPA) indicate that out of those who have watched a video advertisement, more than half have taken some form of action as a result.

About a third were reported to have clicked through to a website, with some 12 per cent actually making a purchase.

President of the OPA Pam Horan said: "With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics."

Meanwhile, a study by PointRoll revealed that consumers are more likely to spend time on a company's website if a video advertisement includes, or is surrounded by, interactive options such as buttons to click or mailing list forms to register with.

Last month, findings from Utarget indicated 93 per cent of British internet users are open to the idea of pre-roll online video advertising, as long as it lasts no longer than 15 seconds.