Google, along with MediaVest, enlisted the services of NeuroFocus, a researcher specializing in biometrics, to measure how users respond to InVideo ads and how well they complement the search engine’s traditional banner ads, MediaWeek reports. NeuroFocus’ study found that in the areas of “attention,” “emotional engagement” and “effectiveness,” Google’s InVideo ads scored strongly, with the fields scoring 8.5/10, 7.3/10, and 6.6/10, respectively. The study also found that when these ads were presented with corresponding banner ads they performed even better. InVideo ads are semi-transparent/animated overlay ads for online video, which Google launched on YouTube last year.
—Christopher Perez