The Online Publishers Association reports that video ads prompt Web users to act–even, in some cases, to buy.

A new OPA study ("Frames of Reference: Online Video Advertising, Content and Consumer Behavior") found that of the 80% of viewers who have watched a video ad online…

• 52% have taken some sort of action as a result
• 31% checked out a Web site
• 22% searched for more information
• 15% visited a store
• 12% made a purchase

For more details, see the OPA’s press release. The association is also offering free breakfast briefings to explore the study’s findings in depth at various U.S. cities throughout the month (registration required).