February 06, 2007 13:00 ET Announces Results of Online Video Study

66% of Consumers Viewing Video Online; News and Entertainment Most Popular 15-Second Advertising Spots Preferred

BALTIMORE, MD -- (MARKET WIRE) -- February 6, 2007, Inc. today announced the results of its online video study examining consumer perceptions, usage and response to online video and corresponding advertising. The study leveraged survey data acquired from a sample of 500 respondents over the age of 18, as well as advertising performance data generated from's video network. The survey was hosted by online market research company InsightExpress.

Survey results indicate that approximately 66 percent of respondents view streaming video content at least once a week. 44 percent of video viewers are between the ages of 18 and 34, while 56 percent are age 35 and older.

The younger demographic is more likely to engage in activities such as watching TV episodes online, creating their own video content and forwarding video clips to friends. The 18-34 demographic also prefers to stream entertainment content such as music videos, television shows and movie trailers, while those age 35 and older are more likely to view news and sports clips. News and entertainment content are the most popular among streamers overall.

With regards to online video advertising, 15-second spots are not only preferred by consumers to TV-length ads but also perform better. End-play rates for 15-second spots are 20 percent higher than 30-second spots. In addition, when asked what would make video advertising more pleasurable, 66 percent of consumers ranked "shorter ads than television" as the number one factor.

"It's fascinating how consumers are integrating streaming video into their old media consumption patterns -- like watching TV episodes online," said Rick Foster, vice president of video advertising products for "But as the positive consumer response to shorter ads clearly demonstrates, not all the offline rules apply online. We must continue to watch and listen to consumers if we're to maximize video's value as an advertising tool."

The study also details video advertising performance by website content and targeting approach. Contact for more information.

About, a wholly owned subsidiary of AOL LLC, is the largest, most experienced network in the industry. We reach more unique visitors than any other online property. We harness this extensive reach via our comprehensive, fully integrated suite of online marketing solutions, which include display advertising, search engine marketing, managed affiliate placements and video advertising. These solutions our powered by our industry-leading technologies, including our award-winning AdLearn® optimization platform and our LeadBack® suite of behavioral targeting solutions. For more information, visit or call 410.244.1370.

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