Google, MediaVest Gauge InVideo Responses
NEW YORK Google is so confident that its InVideo Ads — those semi-transparent/animated overlays it launched on YouTube last year — are game changers, the company is turning to brainwave researchers to prove their effectiveness.
The search giant — in conjunction with MediaVest — has partnered 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 specializes in measuring individuals’ brain response — by literally placing sensors on their heads — as well as other factors like pupil dilation and skin response.
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