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Google Reads Brains to Rate YouTube Ads
Together with neuroscience advertising research firm NeuroFocus, Google measured things likes users' skin responses, eye movement and an EEG brain scan in response to YouTube InVideo overlay ads. They found that the ads have high levels of engagement, increase user experience and improve brand reponse.
Because of the nature of overlay ads, which occupy the bottom third of YouTube videos, Google was interested in more than just click through rates. "Standard metrics don't tell the whole story," said Leah Spalding, advertising research manager, Google. "These ads require an approach that is more technologically sensitive."
Google has been adamant about monetizing the popularity of YouTube, releasing numerous advertising formats and metrics in recent months, but analysts still think it will be at least two years before advertisements on YouTube make the site profitable, according to Reuters today.
By Meghan Keane for Wired.comAlso on Wired.com:
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