1. Exploring engagement and branding on YouTube and TV

3. Test Stimuli TV Ad YouTube Ad Impression sound) YouTube Video Ad Click YouTube Viral Video Hompage silent autoroll InVideo banner Corsa Motorola

4. YouTube ads stand out and are noticed without interrupting the user experience Eye-tracking shows that autoroll homepage ads become the hottest part of the homepage InVideo ads appear on uncluttered watch pages and are closest to the viewing hotspot Ads receive attention without annoying users: the majority of users say the ads on YouTube are non-obtrusive and do not interrupt the user experience. "I really like it. You notice it but it doesn't get in the way, and if it was relevant to what I was watching then that would be even better” Male, 22, UK Users spend 50% longer viewing the companion display banner than standard display ads* * Compared to average ad dwell time measured in an Eyetools study, 2004 .

6. Advertisers should make the most of the opportunity to capture users attention with engaging ads Neutral engagement (55). A score above this line means the audience is engaged with the ad Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching a 30” ad on YouTube and on TV YouTube The C’mons viral video also demonstrated very higher levels of engagement. Again, it was the only stimuli to shift brand favourability higher than control (6%). The Motorola ‘David Elsewhere’ video was engaging overall, with engagement levels only drifting a little between 15” – 32” - before a change of scene re-engages the audience. The video was also the only stimuli to shift brand favourability – 6% higher than control YouTube

10. Summary and Implications 1 Users are 1.5x more attentive on YouTube than TV and are more engaged (positively and negatively) with ads on YouTube. Advertisers can capitalise by using strong creative that tells a story. 2 YouTube has a multiplier effect on TV advertising, lifting brand metrics even higher, and can shift perceptions of hard to reach audiences such as younger consumers and infrequent TV viewers. 3 Advertising on YouTube also has a ‘halo’ effect, increasing brand perceptions such as innovative, not boring, and dynamic: a brand can attain these qualities without having to incorporate them into the campaign itself. 4 Adverts on YouTube are well integrated into the site and do not annoy consumers – yet they still manage to have strong cut-through, with high recall & attribution rates.