Google, along with MediaVest are releasing information about ad quality determined by reading brain waves and psychological responses to ads on video content. (...)

Yaakov Kimelfeld of MediaVest and Leah Spalding of Google presented in a webinar this morning to share these results. The goal was to measure the impact of YouTube overlay advertisements on attention levels, emotional engagement, and other psychological metrics.

Google, with the help of NeuroFocus, used a sample group of participants, and measured things likes skin responses, eye movement and an EEG brain scan. EEG is a more portable and convenient, but slightly less accurate way to measure alpha and beta waves in the brain compared other common methods that require you to be laying horizontal in a machine.

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