Leading online video provider Klipmart Thursday announced that it will put online video into the traditional television upfront mix and has tapped industry expert Cory Treffiletti, formerly of Carat Fusion, to lead the initiative. "As more challenges face traditional TV advertisers such as media fragmentation and declining ratings, advertisers are searching for new ways to reach their increasingly fickle audience," according to Treffiletti.

"With the continued penetration of broadband, we offer advertisers the ability to take advantage of the online medium as they plan their TV buying. The audience, technology, and measurement standards are here and now advertisers are taking notice. We want to make it easier for them to succeed," Treffiletti said.

"As audiences spend a greater and greater part of their media consumption on the internet, online video can be a must-have companion to TV advertising," Klipmart CEO Chris Young said in a statement. "Online video can also deliver user metrics to help give advertisers a better sense of who is seeing their ads and how audiences are reacting to them. We think that broadband video advertising should be planned in the same method and consideration as the traditional TV and cable upfront."

According to Jupiter Research, 68 percent of online U.S. homes access the internet through a broadband connection, pointing to an increased use of broadband video in the home. In recent months more video content has been launched by MTV Overdrive, In2TV from AOL, Broadband Enterprise's Cube Fabulous, and a host of sites such as YouTube.