Forty-six percent of viewers said they'd be likely to look up a new product or brand if mentioned in an online video, according to a Digitas summary of a Harris survey set to be presented at the upcoming Digital Content New Fronts event. Brand content has become increasingly important because "today's viewer is not just passively sitting and watching -- they're sharing, talking, clicking, testing," says Digitas' Stephanie Sarofian. Almost half of the 55-plus demographic said they might watch online content related to their favorite TV shows.