Online video spending set to increase

According to Interactive Advertising Bureau CEO Paul Fisher, advertising spending on online video is expected to increase in the next three years, as more companies sell to consumers online.

"Online advertising as a medium within the so-called above the line sector will be the number one medium and TV and newspapers will be at number two and three," Fisher said at the ninth annual Future of Digital Advertising event, according to Business & Technology. "This has already happened in the U.K., Denmark and in the Netherlands."

In fact, Fisher said the demand for online advertising is so high that many publishers and developers do not have enough supply to meet it. The main driver behind online video advertising's growth is the combination of creative display with improved online ad placement, B&T reported.

Similarly, social media is becoming another online business tool for retailers, as a source of direct interaction with customers. Twitter, in particular, has evolved into a valuable brand-building channel for retailers, through which companies can share products and promotions directly with consumers, Fourth Source reported.

In addition, Twitter can also be used to collect customer feedback that companies can apply to the development of future marketing campaigns. For example, a survey recently found Amazon UK received the most positive post-Christmas tweets from satisfied customers of any British retailer.