This article appeared Mediapost and it shows how although tradition is considered “dead” by many it has now invading the web very aggressively.
Madison Avenue is increasingly turning to neuroscience to refine the art of crafting successful ad campaigns. The Nielsen Co. jumped into the field earlier this year by investing in Berkeley, Calif.-based research firm NeuroFocus, which applies neuroscience to advertising research.
Now Google is applying “neuromarketing” to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers’ attention and boost brand awareness.
YouTube-owner Google has championed overlay ads–which appear in the lower third of video screens–as a less intrusive alternative to pre-roll ads. But the format has failed to gain much traction with advertisers, and earlier this month Google announced it would begin running pre-, mid- and post-roll ads with the launch of full-length videos on YouTube. Sounds subliminal doesn’t it?
With revenue from YouTube ads falling short of company expectations at an estimated $200 million this year–mostly from display ads–the pressure grows to find new ways to monetize the Web’s largest video site.
Through the overlay study, Google is clearly trying to make the case for the format to brand advertisers that may be skeptical. “Overlay ads are a format used primarily for branding campaigns, so measuring click-through rate is not the most effective way to measure success,” said the company in a statement.