Google Using Brain Tests To Determine Effectiveness of InVideo Ads
Posted on: Thursday, 23 October 2008, 16:09 CDT
Google Inc has turned to brain wave researchers in hopes of proving the effectiveness of its InVideo Ads.
Introduced on the video-sharing site YouTube, InVideo Ads are semi-transparent overlay ads that appear in videos. Now Google and MediaVest have joined with NeuroFocus a researcher that specializes in biometrics, to gauge both how users respond to InVideo ads and how well those ads complement traditional banner ads.
Neurofocus will do this by using a variety of measuring techniques, including sensors on the heads of participants, pupil dilation and skin response.
“We were really interested in looking at what we think of as a pretty innovative ad unit,” explained Leah Spalding, advertising research manager of Google, who emphasized that since InVideo ads are designed to be non-intrusive, they warrant an evaluation that goes beyond traditional measures like click-through rates.
“Standard metrics don’t tell the whole story. Google is an innovative company, and we want to embrace innovative technology...these ads require an approach that is more technologically sensitive.”
In May, 40 people participated in a test of InVideo ads. On a scale of one to 10, InVideo ads scored above average for measures like “attention” (8.5), “emotional engagement” (7.3) and “effectiveness” (6.6). According to officials, a 6.6 score is considered strong.
Additionally, when users were presented with both InVideo ads and banner ads containing related information, these scores were higher.
“That underscores what we know,” said Spalding. Scores also improved for overall brand response. “We’ve definitely been able to demonstrate that these ads work and are very effective. We’ve really seen that the overlay component gives a significant boost to a campaign.”
While this sort of brain research has been used extensively to gauge users’ reactions to ads, it is less established when it comes to measuring the pure emotional impact of advertising—though that’s something researchers are working on, according to Yaakov Kimelfeld, Ph. D. senior VP, digital research and analytics director at MediaVest USA.
“These are high numbers versus other studies,” he said. “And when users experience overlays versus just non-overlay ads, there is a very clear difference.”
“It’s not a given [respondents] would notice them. It’s good that they notice them and it’s good that we have a tool to prove it...We don’t want to invest in a medium where people don’t [notice ads].”
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Source: redOrbit Staff & Wire Reports
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