IT contractors helping firms to incorporate digital media into their advertising must remember the importance of video tagging, it has been claimed.

The internet is so saturated with information that any publicity content must be tagged in a specific, focused way, according to Paul Johns, vice-president of global markets for Complinet.

Mr Johns claims that as more companies are moving towards video-based internet advertising and content, this issue will only be highlighted further.

"Our mandate is to go from 95 per cent of our content being text based to being about 80 per cent and so I see a massive surge in diverse media," he explained.

In a recent survey, the leading branded video advertising network BrightRoll found that 56 per cent of people felt that online video content is more or much more effective than other forms of advertising.

Of those who use it, 32 per cent felt that the ability to target a specific audience through tagging was the most valuable aspect of video marketing.