Google Looks to Get Inside InVideo Viewers' Heads
Every now and then the latest scheme for improving advertising and getting a better response comes along. There have been focus groups, brand studies, media retention studies, psychological profiling, minute examinations of physical responses like eye movement -- anything you could think of. Now Google has taken up the query, partnering with MediaVest and NeuroFocus to use biometric measurements of viewer responses to InVideo ads. It's interesting in one of those science fiction movie type ways, but this is an old story in technical garb, and while it may sound good, it won't do what marketers really want.