A new study utilizing brain imaging technology has uncovered insights into viewer engagement with YouTube content and advertising, potentially explaining why ads on the platform may outperform traditional TV spots. 

The research, conducted by Google in partnership with MTM, Neuro-Insight, and The Behavioural Architects, examines viewers’ neurological responses to various types of video content.

The study involved over 100 participants from the UK and Germany and used Steady State Topography (SST™) to measure second-by-second neural activity while viewers watched self-selected YouTube videos. 

The research focused on four key metrics: emotional intensity, personal relevance, global memory, and detail memory.

Results show that videos from viewers’ preferred YouTube channels elicited a high brain activity level, with a 0.74 mean score (>0.7 indicates very high SST™ speed of brain activity) regarding emotional impact. 

Creators’ relatability and authenticity correlated strongly with heightened emotional responses and enhanced global memory encoding.

Changing Perceptions of Quality

The report suggests that viewers’ definitions of quality content have moved beyond technical excellence. 

While 86% of surveyed viewers say clear visuals and good audio are essential for high-quality content, 96% indicate that content must also have emotive quality markers.

Source: Google

These emotive markers include capturing attention, telling compelling stories, and offering unique perspectives. The study reports that 90% of viewers agree high-quality content should be relevant and relatable.

Ad Receptiveness on YouTube

The research indicates that viewers on YouTube were the most open to ads compared to other platform types examined in the survey. 

This openness is contingent on certain quality criteria being met:

1. The ad is interesting
2. The ad relates to the content being watched
3. The ad is personally relevant
4. The ad supports a favorite creator or cause

Under these conditions, viewers reported being more likely to accept ads on YouTube than on either social media or broadcast television.

Source: Google

Curated Experience and Ad Acceptance

A field trial experiment involving over 600 YouTube users revealed that viewers’ receptiveness to advertising increases as they invest time in curating their YouTube experience. The study found:

• A 70% increase in willingness to support creators by viewing ads throughout the experiment
• A doubling of receptiveness to ads based on brand or product affinity
• A doubling of general interest in ads

Trustworthiness and Content Perception

The report highlights trustworthiness as an increasingly important quality signal for viewers. 

Across all platforms, 82% of respondents indicated that they expect high-quality content to be trustworthy. YouTube ranked second for providing accurate and trustworthy videos behind subscription video-on-demand (SVOD) platforms.

Source: Google

Notably, YouTube ranked first for trustworthiness among viewers aged 18-34. Traditional broadcast media lagged behind digital-first channels and SVOD platforms in perceived trustworthiness.

Implications for Marketers

The research suggests several key points for marketers to consider:

1. Video ads should meet the same emotional and technical markers as other high-quality content.
2. With lower technical barriers to entry, advertisers can focus more on exploring emotional and storytelling potential in new formats.
3. YouTube’s combination of deep engagement and content breadth allows brands to connect with highly engaged audiences.

The study encompassed various methodologies, including a large-scale validation survey across nine EMEA markets, neuroimaging experiments in the UK and Germany, and a field trial experiment in the UK.

Read the full report here.