"The growth in viewing of long-form content online is also a boon for the growing online video ad market, he (Gian Fulgoni, chairman and co-founder of comScore) said. The longer people watch, the more advertising opportunities there are. The average online Internet user is watching 3.5 minutes at a time, and that keeps increasing. “That’s a really important metric because if we just stick with three-minute video clips that limits the number of ads,” he said. “You want these longer-running shows so you can maximize ad dollars. This is one of the key components of the future of online advertising.” However, work still needs to be done in where ads should live in online video, whether as pre-rolls, post-rolls or another form, he added."
Daisy Whitney @ comScore Chairman: Down with Clicks, Up with Video
video content on the web is a ripe advertising medium.
