Social media video advertising on the web is similar to television.

Firms that use a parcel delivery service have been told that there is more to online video advertising than meets the eye.

Social media sites like Facebook are often used by companies for video advertising, which may be more effective than click-through rates suggest, according the Internet Advertising Bureau (IAB).

Head of the research at the trade association Tim Elkington said: "People tend to notice ads online in exactly the same way as they do on TV, or on posters or on radio.

"Just because you don't click through on the banner the very second that you see it, doesn't mean that you won't act on it at some stage in the future."

He went on to explain that for firms to get noticed online, being creative with a banner or video slot is very important.

A recent study from Sky and the IAB revealed how people prefer to store advertising information and investigate a product or company in their own time, rather than clicking through immediately.

Posted by Sarah Gower

Article Added: 11/10/2010 09:39:52