YouTube viewers are 1.5 times more attentive and engaged in advertising compared to TV audiences, research conducted by General Motors Europe, Motorola, MindShare and the Online Testing Exchange (OTX) has discovered, New Media Age reported.

Using eye tracking and biometric data, the study showed the brand impact of advertising on YouTube, where recall and attribution for an ad watched was up to 14 percent higher than that on TV.

The study also found that viewing a silent ad on YouTube plus a normal TV ads increased ad recall and attribution, New Media Age reported.

For those audiences like young men and infrequent TV viewers, ads on YouTube can make a great impact. "They have a halo effect and increase brand perceptions such as innovative, cool, dynamic and unconventional," according to the study.

Motorola's and GM Europe's brand metrics were up by four and three times, respectively, if combining YouTube impressions with TV.

"Immersive experiences like YouTube have changed and will further change the way entertainment and branded content is consumed and used," said Martin Sir, manager of European media strategies for General Motors Europe, New Media Age reported.