With the increased popularity of online video content, now is the time for publishers to experiment with online video as a new means of storytelling and offering an enhanced experience on their Web sites. JupiterResearch's February 2007 survey of 2,319 online consumers found 46 percent of online consumers watch online video monthly or more frequently. Also, 43 percent of online consumers who connect to the Internet by broadband watch online video at least once per week.

According to a JupiterResearch executive survey of more than 335 online marketers, advertisers have clearly taken notice of this trend. Thirty percent of marketers indicated they would create online video content as a means of increasing consumers' engagement with their brand. The same survey also shows the number of online marketers using in-stream preroll ads will increase by 180 percent, and the number of marketers using in-stream mid-roll or post-roll ads will increase by 145 percent during the next 12 months.