Seventy percent of people say the biggest reason for watching a TV show online is to watch a missed episode. The next reason -- 57% of Internet customers -- is because of convenience. In third place -- 56% of digital viewers -- want to see a past episode. But revealing is the fourth reason. Dan Piech, senior product management analyst of comScore, says -- 42% of people -- say it's because there are less ads versus on traditional TV. He says the data shows consumers now want fewer digital ads versus a year ago. In 2010, comScore …

Big video numbers continue to come to the digital video industry.. Dan Piech, senior product management analyst for comScore, says the business is now firmly mature and established. After some big growth in 2006, things have "tampered" off to 180 million visitors watching videos per month. But that's not bad, says Piech. That comes to 85% of all Internet consumers; 200 videos per person; and around 13 hours per month. For long-form premium TV shows, comScore says there has been a significant shift of regular TV networks customers viewing video online on a consistent basis -- 4% …

Vitamin Water has been getting a lot of emphasis from its parent Coca-Cola. Peggy Loos, director of media and interactive marketing for The Coca-Cola Company, in says Vitamin Water did a faux video where a tough agent wanted money for his sports clients from those fantasy sports leagues -- like Minnesota Vikings's Adrian Peterson. "It provided free entertainment value," says Loos. Additionally, Coke got a bit lift when ESPN picked up the video for its fantasy sports shows. Vitamin Water also sponsored what it calls "Go Shows" -- spontaneous acoustic music concerts at colleges.

Peggy Loos, director of media and interactive marketing for The Coca-Cola Company, in speaking, at the OMMA Video conference here in San Francisco, said there are many video messaging executions -- which makes sense considering the diverse number of Coke's brands. "We don't have one approach for video," she says, then showed off a number of Coke bottles and cans. Now Coke uses a array of video platforms/formats -- video syndication, product placement, user-generated videos, and live streaming. "We know the consumption of online video is moving at a rapid rate," she says. "It's not about selling a …