Online video is quickly becoming a vital channel for many marketers.

For consumers, streaming video is replacing TV and that is partially explaining a slow-down in the growth of TV ad spending.

Social players such as Facebook, Twitter and Snapchat are increasingly beefing up their ad systems with substantial video offerings such as auto-play videos, native in-app video ads and live streaming.

The trend for live video or streaming is becoming more prevalent.

A study in late 2015 by Yahoo revealed desktop video views up 34% over 2014, and tablet and mobile video views up 48% and 55%, respectively. The study also showed 61% of consumers prefer short ads – 30 seconds or less.