Not all online video viewers are the same when it comes to advertising, a new study commissioned by Veoh suggests.
Carried out by Forrester Consulting on behalf of the web video sharing site, the research indicates some viewers "snack" on short clips.
Others, however, watch a great deal of long-form online video and pay attention to brand messages delivered to them in such environments.
These people tend to be "young", "influential" and "engaged", the study suggests.
It was found that such engaged viewers – who watch more than an hour of online video every week – agree more readily that advertising is fair and helps to pay for their free experiences.
They also consider banner adverts and ads that come between videos to be the most effective.
"Now is the time for advertisers to re-think their approaches to marketing in online video in order to captivate these valuable viewers as they drive online video into a mainstream entertainment medium," comments Steve Mitgang, Veoh networks chief executive officer.
In other news, Google recently announced the addition of "click-to-buy" advert links to the watch pages of many YouTube partner videos.