The rise of video streaming content online will continue to drive advertisers’ spending onto the medium, it has been suggested.

With 2009 seeing a significant increase in viewers’ willingness to view video content online, it is likely that advertisers will take greater advantage of this as the internet and social media provide more streamlined access to relevant customer groups, said the Internet Advertising Bureau UK.

Guy Phillipson, chief executive of the organisation, said: ‘In the UK it’s inescapable that a quarter of the spend now goes online and online advertising didn’t really exist ten years ago, in fact it’s grown from the smallest medium into the largest medium in the last six years.

‘But it wouldn’t be accurate to say that the internet has changed, or will change advertising models forever. I think television will actually remain pretty resilient, they are going to get to a time when television and online become the lead media because they work together extremely well.’

He added that there was a year-on-year increase of 195 per cent in advertisers spending on online video.

A report published earlier this month by Deloitte predicted that internet video’s share of advertising budgets will rise to 15 per cent by the end of 2011.