While ad spending often attracts the lion’s share of attention in online video, let’s not forget that video is a marketing tool, too.

To be sure, brands are busily spending money to peddle their products in online TV shows and other digital programs – in fact, video ad spend rose about 42% this year to reach $4.12 billion.

But many marketers are finding that online video can also be extremely useful in helping communicate to potential customers about the products and services offered, according to a survey conducted by the Web Video Marketing Council, Flimp Media and ReelSEO.

That’s why so many are using it for marketing. About 93% of marketers used it in their marketing and communications endeavors this year, and that’s up from 81% in 2012. Plus, 82% of marketers said online video marketing has generated a positive impact on their organization or business.

Read the full report here.

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