Online video can play a vital role in a media buy because it increases impression numbers without increasing costs, said Travis Hockersmith, director of market analytics at online video network YuMe.

We spoke to him during the YuMe Road Show in New York recently and he highlighted several key findings from the recent research YuMe undertook with Frank N. Magid and Nielsen.

For starters, the study found that of YuMe’s daily online video viewers* about 29% skip ads when watching online. When they watch TV shows, 49% skip 75% of more of the ads. Those numbers suggest online video can help a brand better achieve the reach a message needs.

He also pointed out that online video viewership is growing across the board, especially among women 35 to 54. In addition, advertisers in online video hail from all categories now, pretty much mirroring who’s advertising on TV.

Andy Plesser

The statistics presented in this report are generated from data collected from August 26 through October 7, 2010 from an online survey of online video viewers intercepted across YuMe’s ad network. The survey was conducted among a sample of 498 viewers over a 6 week time period. These viewers were U.S. residents, ages 13-54, who watch online video once a week or more. All reasonable efforts have been made to ensure the accuracy and statistical significance of the data presented herein.

Disclaimer:  This is a sponsored post.  We have produced and published this video and several others to be posted under contract with YuMe .  We hope you find this series of videos informative.  AP