Microsoft and Mediabrands, in conjunction with Kia Motors America and Hyundai Motor America, released results from a groundbreaking research effort comparing advertising impact and engagement on Xbox LIVE to traditional video, including TV. Xbox LIVE campaigns consisted of interactive billboards that users could click through to a branded landing page where they could then interact with content and download videos. Traditional videos used in this study included a 30-second television spot for Hyundai and a 60-second in-theater spot for Kia Motors America. “Results showed more time spent, greater recall and higher levels of emotional and cognitive response in association with Xbox LIVE ad campaigns than with traditional video spots. Interactive capabilities of Xbox LIVE enabled an additional 238 seconds of engagement beyond traditional video ad, which lead to increased unaided recall and brand awareness. For e.g., Xbox LIVE ads delivered 90% unaided brand recall, compared with 78% unaided brand recall rates for 60-second spot. In addition, Xbox LIVE ads delivered higher levels of both cognitive and emotional responses,” revealed PressPass.