Audiences are more likely to recall video advertisements on the internet than those transmitted via television, it has been revealed.

According to a study by Millward Brown, online viewers are 53 per cent more likely to pay attention to advertisements during programme breaks, rather than their television-watching counterparts.

The research also revealed that recollection of adverts was four times higher among those viewers watching the internet compared with live television, which could prove beneficial to those firms wishing to strengthen their online brand.

Vice president of Millward Brown Mike Ripka said: "We are following the video across multiple platforms, and research like this will help our clients determine how to advertise their brand most effectively using video content."

Steve Sternberg, executive vice president of audience analysis at advertising agency Magna Global added: "Consumers now have control over how, when and where they access video content.

"We need to understand how these multiple platforms and video touchpoints impact not just advertising recall, but overall communication effectiveness."

Earlier this month, research by Novatris/Harris NetObserve suggested British teenagers were more responsive to online advertising than those on the continent.