Online video marketing will increasingly become the dominant platform for businesses to promote and sell their products.
That is according to experts speaking at the Digi-Talk event held at the Europa Hotel in Belfast yesterday.
Newtownards man Steve Cardwell, who heads up commercial content for Jamie Oliver, spoke about how the celebrity chef had moved from television shows to hundreds of thousands of people watching clips on his online Food Tube site. The YouTube channel includes tie-ins with non-food companies, such as Renault and Google, in a bid to promote the Jamie brand.
And speaking about long-running speculation that the chef's Italian restaurant chain would come to Belfast, Mr Cardwell said "it will get there one day".
He also told the Belfast Telegraph last week that Mr Oliver would continue to pressure the Government to introduce a sugar tax next year.
Also there was Facebook's Helen Smyth, who told those gathered about the huge shift to video content primarily being viewed on mobile devices. Around three-quarters of all videos on Facebook are viewed on a smartphone, she said.
The conference, organised by Hastings Hotels, aimed to help businesses find out more about digital marketing. Other speakers included Lisa Fitzsimons from Guinness, and David Douglas from agency Ebow.