Beginning June 6, OPA will Unveil New Online Video Research During Stops in Atlanta, Dallas, Detroit, Chicago, Boston, New York, Los Angeles and San Francisco

NEW YORK, NY — April 25, 2007 — In the last two years, online video has gone from novelty to the next big thing, but marketers and publishers are still trying to understand how to best take advantage of the growing opportunities. During its 2007 "Eyes on the Internet" tour, the Online Publishers Association (OPA) will unveil and discuss its new online video study.

The OPA announced that this year's Eyes on the Internet tour will include events in eight cities, beginning on June 6. In each city, the OPA will discuss its new research project, Frames of Reference: Online Video Advertising, Content and Consumer Behavior. The exhaustive new study, which was done in partnership with OTX (Online Testing eXchange), will explore key questions about consumer use of online video content and best practices for successful video advertising, including:

• What types of video content are consumers watching online?
• How often are they viewing online video and where do they watch?
• How are consumers reacting to video ads?
• Are shorter video ads more effective?
• What is the impact of video advertising placement?
• What kinds of online video are consumers willing to pay for?

"After two years of rapid growth, it's a good time to consider how to build a foundation for the transformation of online video into a sustainable business," said Pam Horan, OPA President. "The OPA study will take a comprehensive look at consumer behavior, the key elements of successful video advertising, and the opportunities and barriers that lie ahead."

OPA Eyes on the Internet 2007 tour schedule:

• June 6: Atlanta Area Event; Renaissance Waverly
• June 7: Dallas Area Event; Four Seasons Dallas at Las Colinas
• June 13: Detroit Area Event; The Townsend Hotel
• June 14: Chicago Area Event; Four Seasons Hotel
• June 20: Boston Area Event; Taj Boston
• June 21: New York Area Event; New World Stages
• June 27: Los Angeles Area Event; Intercontinental Los Angeles Century City
• June 28: San Francisco Area Event; Westin, St. Francis

Horan continued, "In each tour stop, we'll discuss the study in detail and engage in lively debate about what it means for the future of media and advertising. To fully explore the issues surrounding online video, we'll hear from leading executives in advertising, brand marketing and publishing."

The annual road show is designed to provide executives in the advertising, marketing and publishing communities with the latest online media research and trend information. Each event will include a presentation of the research, along with a roundtable discussion with senior advertising agency, marketing and publishing executives from the region.

Media interested in attending should contact Don Marshall at 202-429-4932, or donmarshall@rationalpr.com.

Eyes on the Internet 2007 is sponsored nationally by AllBusiness.com, Dow Jones Online, Reuters, The New York Times Company, and Tribune Interactive.

About the Online Publishers Association

Founded in June 2001, the Online Publishers Association is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 128.2 million visitors, or 74% percent of the total U.S. Internet audience (Source: comScore Media Metrix, July 2006 combined home/work/university data). For more information, go to www.online-publishers.org.

About OTX

OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today - products that work to uncover deeper and more profound consumer insight. Today, OTX is one of the fastest growing research companies in the United States with offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Australia and China.

CONTACT:

Don Marshall
Rational PR
(202) 429-4932
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