Packaged-goods brands — think Doritos, Herbal Essences, and 7-Up — don't spend money advertising on Google because they believe "online is only good for direct-response," Google's Kevin Kells told an advertising conference Monday. So last summer, Google took a page from Pepsi and went to the malls.

Together with Harris Interactive, Google asked different shoppers to look at the same ads on a TV, a YouTube page, and embedded next to Web content. Then shoppers answered questions to determine each ads "brand recall, likeability and purchase intent." Would you believe the results turned out in Google's favor?AdAge reports without irony that "the study was designed to show consumers' comfort with watching video online."