Video advertising designed specifically for online, rather then using TV ads on the internet, can increase consumer purchase intent by 25%, according to a survey by Specific Media.

Of the 2,400 consumers questioned for the study, 13% are more likely to view the brand in a favourable light after watching an ad created for digital, while 12% said it would improve brand association. Additionally, purchase intent increased by 23% among those that were exposed to relevant video advertising compared with those that were not.

People in the UK use the internet more often and for more reasons than in other major countries, according to a new report which found UK customers are paying less for communications services than many other consumers across the world.

Internet usage: higher in the UK than other major countries according to Ofcom survey

Broadcasting regulator Ofcom’s International Communications Market Report says people in the UK watch more TV online, use the internet on their mobiles more often and play more games on their phones than people in other countries.

An increase in website traffic generated by email, growth in the number of email addresses under management and a rise in the number of campaigns being run have resulted in the email marketing sector recording its most successful half-year to date, research published by the Direct Marketing Association (DMA) has revealed.

According to the findings of the DMA’s 2010 H2 Email Benchmarking Report, click-through rates from emails leapt from 12 million in H2 2009 to 16.1 million in H2 2010 – an increase of 33 per cent in the amount of traffic email is marshalling to clients’ websites.