Although this study was released last week in hopes of bolstering the case for video overlay ads, it actually comes across as a confession to the market: CPMs on overlay ads are not as good as Google/YouTube wants them to be. Now I’m not poking fun, because that’s generally the case with a new form of online advertising, especially one that’s competing with TV-like 30-second spots running on Hulu.com, which advertisers understand and are ready to spend big bucks on. But overlay ads are not popluar with advertisers yet.
Google’s solution to this dilemma was to work with NeuroFocus, a recently acquired part of the Nielsen family, to measure how people respond to overlay advertising at the deepest level possible: in the brain. Or in the trail the brain leaves behind, namely the peripheral nervous system. It’s a topic I’m way into, but I’ll spare you the nerdy details. This is similar to work Innerscope Research is doing, which I blogged about before.
If this is all too spacey for you, you better get used to it. You’re going to see a lot more of this going on as advertisers and content providers want to show that they are engaging people. Funny how we used to trust Nielsen audience numbers for that, and were comfortable assuming the rest. Not anymore.
The science is actually solid, in case you doubt that. It’s just not very scalable because each person involved has to be hooked up to a machine, so it will likely remain specialized and custom (don’t expect any NeuroFocus nightly ratings anytime soon). Innerscope reduces that burden a little bit with vests that make measurements relatively unobtrusive and communicate results wirelessly. But that still means there’s a cap on the likely number of participants that can be in a study.
What do you think about measuring the nervous system for engagement? Would you wire yourself up for a study like this? Have you?