Video viewers who watch more than an hour of online clips a week may be more likely to be receptive to the idea of video ads, according to a new study.

Those engaged viewers who watch a lot of long-form videos tend to be more likely to remember certain types of video ads and view them in a more favourable light than non-engaged viewers, the research by Forrester Consulting for Veoh Networks revealed.

Engaged viewers were also found to believe banner and mid-roll video ads to be the most effective ad formats for the online medium.

According to the report, almost 40 per cent of all web users who watch online video can be said to be engaged viewers.

Veoh Networks chief executive Steve Mitgang said: "Now is the time for advertisers to rethink their approaches to marketing in online video in order to captivate these valuable viewers as they drive online video into a mainstream entertainment medium."

Research firm eMarketer recently predicted that video ad spending in the US will reach $5.8 billion (£3.3 billion) in the next five years.

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