In 2008, Google commissioned a study with Harris Interactive among three CPG brands to compare the brand building effectiveness between traditional TV and online platforms, says Google on the CPG Blog.

Effectiveness was equated to impact and engagement.Identical traditional TV ads were shown on three distinct platforms 1 on TV, 2 on a computer screen replicating a YouTube video environment, and on a computer screen replicating a clicktoplay video embedded in content, Google explains. The Harris Interactive results showed that 30 commercials on YouTube and embedded video ads performed at parity with TV. All three were on par with the ability to communicate key messages about the brand, strengthen likeability, and drive purchase intent.The research discussed above is positive news for online advertising in general. In fact, it makes helps make the case for unification of offline and online advertising efforts.