Online video viewership has hit its peak and a number of organisations are taking the opportunity to jump on the bandwagon and produce advertising of this nature, it has been identified.

However, many are struggling to match the demands of the audience, which means they are interpreted with a level of suspicion, according to a new study by eMarketer.

David Hallerman, the senior analyst for the organisation and the author of the report, explained that companies are now in the process of finely tuning video content.

This is because many of them, including small businesses in IT, want to stop them from being too pushy while also devoting their resources to a creativity which appeals to the online audience.

However, he asserted: "The internet and TV audience are not one and the same.

"The internet audience does not necessarily respond to the same ads in the same way they would after viewing them on TV."

A recent Group M study found that internet advertising is expected to account for around 15 per cent of global measured advertising spending in 2010, a jump from an anticipated 13 per cent in 2009.

More than half of small businesses (53 per cent) believe that the most important benefit of outsourcing is guaranteed response times for IT support. London-based Connect conducted the research in 2007.