DoubleClick today released results of research that indicate video is a highly effective format for online advertising.

Findings show that audiences have high interaction rates with video ads and click the "Play" button more than they click on image ads.

The research also found that video ads are typically played two-thirds of the way through, and video ad click rates are far higher than those of image format ads.

DoubleClick conducted its analysis of more than 300 online video ad campaigns that were placed by more than 130 advertisers over a four-month period in 2006. The objective was to identify major trends in the performance metrics of online video ad campaigns according to campaign features, such as vertical industry sector, ad format, ad size and ad length.

"Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales," said Rick Bruner, research director at DoubleClick. "The results show that there are clear ROI advantages to placing video ads. We expect to see strong growth in the number of companies reaping the benefits of online video advertising in the coming months and years."