Well, almost half, 49% had searched for more information on a brand post their pre-roll experience - 15% took a direct action, 8% visited the brand site, 3% purchased something - all in accordance to Factory Media's recent survey (1k participants).

Sometimes, it's difficult to get excited about such 'small' numbers, however the online video sector is growing, with investment up 140% in 2009 (IAB).

The 'impact' of video isn't 'news', nor is the fact that familiar formats such as pre- and mid-roll are gaining traction as more and more quality content becomes available online.

What's more interesting is that whilst the numbers are small, those subsequent purchase and site visit figures are something that can, to a degree, already be reported on within a digital campaign. As video becomes more standardised via publishers becoming VAST compliant, the adservers' can develop advanced metrics to not only capture engagement rates, but also see how it fits within the conversion funnel. This, as Nick Adams (NMA 24 June) suggests potentially opens up an opportunity to re-engage that user via sequential or behavioural targeting after they've been to the clients' site.

Maybe those numbers are about to get much bigger...

This article is taken from the June edition of the Interaction newsletter. In one of the articles, Gareth Owen wrote a piece on pre roll video adverts.