Some 80 percent more publishers support some form of video ad formats than did so last year, according to the 2007 online publisher survey from AOL's Advertising.com, reports ClickZ.
All surveyed publisher sites with video were monetizing it with advertising, and the most prevalent ad form is the 15-second spot, lending credence to the conventional wisdom that shorter ads work better than longer ones.

Publishers also expect to add more streaming content to their websites in 2007, primarily original content rather than syndicated or user-generated content - particularly because publishers have not yet found a way to effectively monitor such content.

Video advertising is taking market share from text link ads, which are now primarily used for direct response. Most advertisers, the survey says, are looking for mixed text/video campaigns that engage the viewer on multiple levels.

"Video has a lot of value for advertisers. It carries great emotional impact like TV, yet it can be measured and can't be skipped. That value means publishers can command higher CPMs - hence the rise of streaming content," said David Jacobs, SVP of publisher services for Advertising.com, in a statement.