Partnering with Motorola and its agency Mindshare, and General Motors Europe, the Online Testing Exchange (OTX) conducted the research, which measures the combined impact of YouTube and TV advertising on brand perceptions and considerations.
The research found users to be 1.5 times more attentive on YouTube than TV and more engaged with ads on YouTube than on TV.
The findings also suggested that watching a silent ad on YouTube in addition to a normal TV ad improved ad recall and attribution. Watching the ad on YouTube alone, with sound, can have an even higher impact on ad recall and attribution - up to 14% higher than simply watching the same ad on TV.
Advertising on YouTube increased brand perceptions such as 'innovative', 'cool', 'dynamic' and 'unconventional'. For Motorola, the addition of YouTube ad impressions drives brand metrics up to four times higher than TV alone. For GM Europe, Opel/Vauxhall Corsa, metrics were driven three times higher.
OTX compared the impact on users of the Opel/Vauxhall Corsa campaign and the Motorola campaign on both television and YouTube. OTX used interviews, as well as an online survey with a sample of 1,800 to measure the results.
The move comes as Google is planning to drive advertising on its YouTube online video platform with a new agency incentive programme to launch in January, following the end of the Best Practice Funding commissions for search campaigns.
The company is currently going to agencies with plans to drive online video growth through incentives and funding for research.
It is taking a ‘three-fold' approach to its development, with research projects, campaign activity and financial incentives.
The search giant said it would use its London-based online ad specialist Tangozebra, a division of DoubleClick, to develop creative video and display campaigns, podcasting and in-game advertising with agencies.