CHICAGO — Digital video is performing highly as an advertising medium, and nearly approaching the volume of TV in some quarters, says one of the leaders of venerable media metrics house comScore.

“You need about three times as many display impressions to get to the same lift in impact which you get with video,” co-founder and chairman Gian Fulgoni tells Beet.TV in this video interview.

“The half life of the impact is about twice as high for video as it is for display. Along pretty much all the dimensions, video performs better.”

Fulgoni added video stimulates greater consumer behavioral change and purchase intent than display ads, adding: “The ad loads running on long-form content now are approaching 15% online; with TV, ad load is running at about 23%.”

He was interviewed by Beet.TV executive producer Andy Plesser at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.