• by Gavin O'Malley  @mp_gavin, May 3, 2011

The use of video to cover news stories by online media sites has jumped by a third in the last year to 85%, according to a study by D S Simon Productions.

Overall, all online media categories showed growth in the use of video footage except TV Web sites, which remained at 96% compared to 2010.

"It appears that almost all forms of media have transformed themselves into online television networks," said Douglas Simon, president and CEO of D S Simon, which bills itself as an "integrated video production and distribution, broadcast PR and social media video firm."

The third annual survey of Web media companies, including sites run by TV, radio, newspapers, magazines and Web media organizations, reveals an increasing use of in-house, as well as externally developed video content to support their online reporting.

Overall, 84% of respondents indicated they use third-party created video in combination with in-house-generated content, which represented a 3% increase in the last year.

Radio station Web sites led the pack with 94% use of externally produced video, followed by magazines (93%), newspapers (86%) and Web media (80%).

TV stations' Web sites trailed other media with just 63% usage of externally developed video content -- likely due to their repurposing of content developed for their over-the-air and cable broadcasts. "Given the high percentage of video accepted from external sources, this should prove to be a significant opportunity for companies, brand marketers and public relations firms to help these media outlets with relevant and quality video footage," Simon added.

Media sites are overwhelmingly looking to monetize: 80% indicated they are now selling advertising on their sites. Magazines led the group at 90%, followed by newspapers (89%), radio (85%), Web producers (78%), bloggers (72%) and TV (65%).

Nearly four-fifths of respondents indicated they would use more or much more video in 2011 than they did in 2010.

Also of note, nearly half -- 47% -- of media Web sites now offer a mix of advertorial, product placement and paid content. The survey found that in addition to paid advertising, media site owners are looking toward brand integration opportunities to raise additional revenues. Magazine sites were the most aggressive in this area (68%), followed by radio (50%), Web producers (47%), newspapers (45%), bloggers (40%) and TV (31%).