Google Begins Using Biometrics to Measure Ad Effectiveness

By Tracey E. Schelmetic May 31, 2011

Creating effective ads has always been a bit of a trial and error process. You created an ad campaign according to conventional wisdom, you tested its effectiveness and you refined it. It was a lengthy, labor-intensive and pricey process. But what if you could understand how people viewed your ad and how they reacted to it before you even signed an insertion order?

Some Internet companies have begun doing just that.

According to Investors Business Daily, Google has been using a company called MRC International to help them determine the effectiveness of ads before they even launch. MRC is a biometric testing company that conducts eye-tracking studies of display ads. The company has worked in the past for YouTube in Sweden and several other European countries. What the company does is measure the eye movements and vital signs of volunteers while they view ads, noting where their eyes track and how their heart rates respond.

Google reportedly hopes the tests, which could expand to the U.S. this year, will help advertisers get more value from their ad placements. If so, that should boost Google's ad revenue, Jeff Bander, MRC's senior vice president of client services, told Investors Business Daily.

“If they can go to an advertiser and say 'people are spending an average of three seconds looking at your ad,' that is phenomenal and you can get them to buy more by validating what (consumers) are focusing on,” said Bander.

Google isn't the first to use biometric technology to determine the effectiveness of ads. Yahoo has reportedly been doing the same in bid to assist its advertisers.


Tracey Schelmetic is a contributing editor for TechZone360. To read more of Tracey's articles, please visit her columnist page.

Edited by Rich Steeves

TechZone360 Contributor

SHARE THIS ARTICLE
Related Articles

Four Reasons to Reach for the Cloud after World Earth Day

By: Special Guest    4/23/2018

The World Earth Day agenda offers a chance to flip the rationale for cloud adoption and highlight environmental benefits that the technology brings pr…

Read More

Bloomberg BETA: Models Are Key to Machine Intelligence

By: Paula Bernier    4/19/2018

James Cham, partner at seed fund Bloomberg BETA, was at Cisco Collaboration Summit today talking about the importance of models to the future of machi…

Read More

Get Smart About Influencer Attribution in a Blockchain World

By: Maurice Nagle    4/16/2018

The retail value chain is in for a blockchain-enabled overhaul, with smarter relationships, delivering enhanced transparency across an environment of …

Read More

Facebook Flip-Flopping on GDPR

By: Maurice Nagle    4/12/2018

With GDPR on the horizon, Zuckerberg in Congress testifying and Facebook users questioning loyalty, change is coming. What that change will look like,…

Read More

The Next Phase of Flash Storage and the Mid-Sized Business

By: Joanna Fanuko    4/11/2018

Organizations amass profuse amounts of data these days, ranging from website traffic metrics to online customer surveys. Collectively, AI, IoT and eve…

Read More