Pfizer’s online video campaign

Pfizer has decided to extend its streaming video advertising campaign with MSN Video through the end of 2005. The news is reported on ClickZ, explaining that the decision has been taken after reading the results of a study conducted by Millward Brown, which claims that online video ads are as effective as tv spots.
The article does not question Pfizer’s decision, which is legitimate, but the reason that has been provided to explain it. Online video ads might be effective, but probably they are not the most effective way for online branding.
PS: This might be the study Pfizer refers to: Streaming Media on the Web:
The Involvement of TV Style Ads In a - Lean Forward - Medium. If this is the one, it has been presented in 2000, and we definetely need more evidences to prove the case…