Wow! Simmons just released a study that shows people are 25% more engaged when watching video on the web over TV. All that talk all those years about lean forward entertainment vs. passive entertainment is true and it is being quantified over and over. Entertainment is at our fingertips from rise to shine every single day and we decide when to fit it in within our schedules and lifestyles. If it’s relevant and resonates with us on our terms, we reward the content producers with our undivided attention. Knowing the eyeballs you pay for by the thousand are really paying attention is a nice reassurance for advertisers in this post-Tivo world, time shifting.

Check out more details of the study on inshot’s blog. This is another great site for all interested in keeping in tune with branded entertainment.