Advertising executives admit the tide of ads is changing and online video ads taking the lead, new research has found.

Seventy-five percent of ad agency executives say that online video ads are more effective than traditional TV ads compared with just 17 percent who say they are less effective. That sentiment is shared when comparing online video ads with social media and search advertising ads as well. Ad executives also feel that online video ads are also more effective than direct response and display ads, a new eMarketer report found.

“The popularity of digital video viewing is helping drive the expansion of the online video ad market,” the eMarketer report said. “Ad execs may be responding to U.S. consumers’ seemingly endless demand for online video.”

via Online Video Ads More Effective Than TV | BusinessNewsDaily.com.