New York - Online video ads are effective, and longer ads are more effective than shorter ones, according to a survey of 1,422 online video users conducted by market research firm OTX on behalf of the Online Publishers Association (OPA).

The study found 30-second ads more effective than 15-second ads, providing 30% "lift" and raising "brand consideration" by 23%.

Over half (52%) of those who had watched an online video ad have taken some sort of action, whether that be clicking through to a website (31%), searching for more info (22%), going into a store (15%), or actually making a purchase (12%).

Visitors to media sites (magazine, newspaper, broadcast, cable) were also found to be more inclined to take action after watching a video ad than visitors to portals and user-generated content sites.

"As consumers work their way through the purchase process, the Internet is far and away the most important media they use," said OPA president Pam Horan.

Related Links:
http://www.online-publishers.org/?pg=press&dt=060607