This study analyzed recall, attitude and brand awareness according to video formats. And we looked at how video formats and user’s cognitive and emotional involvement interacted to affect recall, attitudes and brand awareness. According to the study, the entertainment format is more effective in recall than the documentary format, and the documentary format is more effective in attitude. In the aspect of contents brand awareness, it was recognized that entertainment format is uniquely aware of content and have excellent contents efficacy, and that the documentary format is recognized as reflecting diversity and being excellent for information acquisition. In the interaction effects of video formats and cognitive involvement, while recall and attitudes were not interactive, unique awareness of contents and information acquisition in content brand awareness were interactive. In the interaction effects of video formats and emotional involvement, while recall and attitudes were interactive, unique awareness of contents, information acquisition and contents efficacy in content brand awareness were interactive.