Google’s New Trick For Getting People To Sit Through Its Video Ads? Biometrics

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It’s not hard to find people who will say that video ads are annoying, but marketers want to know just how annoying they really are. Or, as they might put, at what point viewers get so irritated they turn them off. Leah Spalding, ad research manager for Google (NSDQ: GOOG), tells Mediaweek that the search giant plans to use biometrics — which can involve attaching sensors on testers’ heads, pupil dilation and skin response and is typically used to test individuals for conditions like Attention Deficit Disorder — to go beyond click-through rates as a way to determine the value of its InVideo Ads, which are served on YouTube.

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scott broomfield

I can't believe this one. I am the CEO of Veeple, an interactive video web service, so I look at Internet stats and Video stats all day long. The meir fact that folks are putting sensors on people's heads should tell us that things are going too far and getting out of hand. Maybe what people should care about is delivering a great experience that is relevant, engaging and non-intrusive. Why not think about a cool brand experience that is married to, or integrated with the story being told.

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