77% of Brands Don’t Use Online Video

It’s an embarrassing statement about marketers in 2012. I’d like to apologize on behalf of them all. According to Kantar media, 77% of brands aren’t using online video; they’re exclusively national TV. Says Clickz:

• A new study from Kantar Media has found that 77 percent of brands are using national TV advertising exclusively.
• According to the study, only 23 percent of the brands surveyed were using online video.
• About 12 percent of brands reported that they were using both online video and national TV advertising.
• While another 11 percent said they were using online video advertising only.

So what’s the poop? And could this mean that online-video advertising spending will see even larger jumps as marketers come to the realization that the medium actually works?