Study says video outpacing other online advertising

San Francisco—Video advertising is outpacing other forms of online advertising by at least 25%, according to 67% of publishers responding to a study by video ad network BrightRoll Inc. Citing the medium's interactivity and ability to engage online audiences, 63% of respondents predicted higher CPMs leading into 2011.

Pre-roll is viewed as the most effective video ad unit, with 94% of publishers saying the unit met or exceeded their expectations. Targeting is considered online video's most valuable trait, but not all forms. Targeting taking into consideration the content viewed was favored by 73% of publisher-respondents, followed by the use of demographic data (71%) and deep geographical profiling (61%). Retargeting (41%) received the least support among publishers' favored methods of reaching Internet viewers.

BrightRoll's online survey was conducted in September and October among publishers on its BrightRoll Network, and received 51 responses.