• by Gavin O'Malley  @mp_gavin, April 5, 2012

Digitas thinks it's time for big brands and TV networks to fully embrace online video -- and it’s got some new research to prove it.

Among some 2,200 U.S. adults surveyed earlier this year by Harris Interactive on behalf of Digitas 46% of online video viewers said that if an online video mentions a new product or brand, they're likely to look that brand up afterwards.

“Brand content has become an integral part of any successful marketing strategy,” said Stephanie Sarofian, managing director of The Third Act:, the brand content unit of Digitas. “Investing in online video is no longer optional.”

Nearly half (49%) of respondents that follow brands on social networks say if companies post a video, they are at least somewhat likely to watch it. Meanwhile, 63% of users reported looking at online content while watching TV -- a number that increases to 71% among adults 18-44 years old.

Also of note, 53% said that if their favorite celebrity announced that they were starring in or launching an online video or Web series, they would indeed check it out.

The survey also reinforced the importance of creating content that offers value to consumers. In fact, half of those who watch videos that their friends post online said that if they enjoy watching one, they usually share it with three or more friends.

Entertainment fare proves to be a particularly strong value-add, as close to three in five -- 58% -- of those who have a favorite TV show said if that program posted exclusive videos online, they would go online to check those videos out.

What’s more, talent can play an important role as well, as more than half (53%) with a favorite celebrity said that if one announced he was starring in or launching an online video or Web series, they would check out an episode.

In part, Digitas released the data to build buzz around its upcoming “NewFront.” The agency recently joined several online advertising giants -- including Google/YouTube, Hulu, Microsoft Advertising, Yahoo, and AOL -- in forming the Digital Content NewFronts.

The goal of the DCNF is to shape a new and practical marketplace for connecting digital content with brand marketers and their media and marketing agencies.

The Interactive Advertising Bureau is also expected to actively participate with DCNF, hosting collateral events and forums at the IAB Ad Lab through early May. During the same period, each founding partner will host an independent event in New York City -- the details can be found here.