Not even your brain waves are safe from the all-powerful reach of Google. According to Zdnet.com, Google and MediaVest have been studying brain waves to determine psychological responses to ads on video content. It seems it’s not enough to know whether or not you click on an ad in an online video, now Google wants to know your internal, Freudian response to it, too.
Google tapped the skills of NeuroFocus to measure, “skin responses, eye movement and EEG brain scan” to determine internal, psychological responses to in-video overlay ads. That all seems quite technical, yet the results of the study are not quite as technical.
The study proved that in-video overlay ads are, “compelling, add to the user experience, and improve positive brand response.” Oh my, did they really need to study brain waves to get those results? Surely there must be some amazing snippet of information that came from the study, but alas, it does not appear to be so.
Wouldn’t it be easier to just ask people what they think of in-video overlay ads? How about analyzing actual consumer behavior? Are brain wave metrics truly perceived as more accurate than actually speaking to consumers or watching their actions?
What am I missing here? Help me see the light and become pro-brain wave scans. Perhaps I should think about it from a different angle. Have you used brain wave scans to determine the effectiveness of your ads? How about to get a feel for consumers’ perceptions of your brand?
Or is this just a case of “bring the high-priced, external consultant in to tell us exactly what we already know so we can justify our actions to the execs?”
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