The rate at which streaming technology is maturing and the number of content providers opting to put shows and live events online means one thing for brands: Video advertising on the web is becoming a vital part of any successful marketing campaign.

More people are consuming content on multiple devices throughout the day. Television commercials, once arguably the most reliable vehicle for message delivery for advertisers, are losing the grip they have on viewers, who are increasingly choosing to watch pre-recorded shows and stream content on their smart tvs, computers, mobile devices and game consoles. With that in mind, brands and publishers should keep in mind a few hot trends in the online video ad world.

Online-only shows are here to stay – and grow
Netflix has seen extremely positive results from its streaming service since the company started offering it as a service independent from its DVD shipping gig in 2011. According to Forbes, the company registered 27.1 million streaming subscribers in the U.S. at the end of 2012.

Netflix's show is breaking new ground in the television industry. As the first major drama series to be broadcast exclusively on the internet, the show is pioneering the way dozens of new shows will reach viewers. Netflix is airing four other streaming-only shows this year and Amazon is getting in on the action as well with plans to also feature shows on its instant video service. Meanwhile, Time Warner Cable, Comcast and Verizon will test the waters of streaming soon. Brands that want to invest in more video ads on the web may want to direct their attention toward these developments.

Yes, multi-screen consumption is a big deal
The growing number of consumers who turn to more than one device for content is the most important trend in consumer behavior, Peter Naylor, executive vice president of digital ad sales at NBCUniversal, told CableFAX.

Most of the company's shows have hashtags incorporated into social media, which viewers tend to access on one device while watching a show on another. Peter Naylor refered to this phenomenon as "social TV."

Recent findings from comScore reinforced Naylor's statement about multi-screen viewing. According to US Digital Future in Focus 2013, smartphones and tablets drive one out of every three minutes spent with digital media. This means brands that already advertise on television, social media and other platforms should consider the value video ads online bring to effective marketing on these outlets.

"Greater integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers, simplify campaign management for agencies and foster greater pricing equilibrium between their content channels," stated comScore in Mobile Media in Focus 2013.

Mobile video sophistication is growing
Last year, smartphones penetrated more than half of cellphone ownership in the U.S., Spain, the U.K., France, Italy, Germany and Canada.

In 2012, the amount of time viewers spent watching video on their mobile devices tripled, Andrea Vollman, marketing director at comScore, told CableFAX. Innovations in smart technology are constantly creating better smartphones, tablets and, most recently, phablets that can manage data better and have increased access to Wi-Fi and 4G. That means it's becoming increasingly easier for people to access videos on-the-go.

While short-form online videos still drive a significant amount of views, many people are turning to videos as long as 30 to 40 minutes in length.

According to comScore, more than half of tablet users in 2012 ranked watching video as one of their top device activities, which demonstrates the opportunities video ads on mobile provide brands and publishers.