This growth is not necessarily at the expense of television ads. As video-on-demand grows and TVs become more connected, it will be more difficult (and pointless) to differentiate between devices in an effort to understand people's video consumption.
The more interesting question is how users are interacting with video and how advertisers can co-ordinate across screens.
That said, online video can give brands something extra. Advertisers can reach consumers at the right time and place. With innovative formats such as TrueView in-stream skippable ads, and TrueView for mobile, they can be sure they are paying only for engaged views.
Online video also allows you to be flexible, and the power of combining video and social is another boon. Brands must ensure their activities are co-ordinated, but, if it's all new to you, online video is a great place to start.
by Dara Nasr, Head of YouTube and display, Google UK