Quantifying responses to watching online video ads in the U.S. a study by the Online Publishers Association (OPA) showed that of 80% of viewers who had watched an online video ad, just over half had taken some sort of action. Nearly a third had checked out a website while 22% had searched for more information, 15% had gone into a store and 12% had actually made a purchase. Pam Horan of the OPA said, “With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics.” PointRoll studied how online video advertising is relevant to brand marketers and found that interactivity helps increase the time viewers spent with brands. When the video ad included or was surrounded by some form of interactivity, that tended to increase average brand interaction time. Interaction with ads varied greatly by industry, from 4.42 seconds for finance to 14.81 seconds for entertainment.