Google and MediaVest are releasing together information about ad quality determined by reading brain waves and psychological responses to ads on content of the videos. The main reason is to measure the impact of YouTube overlay advertisements on attention levels, emotional engagement and other psychological metrics.
NeuroFocus and Google used a sample group of participants to measure the skin responses, EEG brain scan and eye movement. Leah Spalding from Google responds why Google never measures click-through rates for ads “Click-Through” was important but since we are looking at brand impact, it is not enough to just look at the click through rate(CTR). Even more CTR will not provide any indication as far as how ad is memorable, or metrics on brand impact.
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