It’s not hard to find people who will say that video ads are annoying, but marketers want to know just how annoying they really are. Or, as they might put, at what point viewers get so irritated they turn them off. Leah Spalding, ad research manager for Google (NSDQ: GOOG), tells Mediaweek that the search giant plans to use biometrics—which can involve attaching sensors on testers’ heads, pupil dilation and skin response and is typically used to test individuals for conditions like Attention Deficit Disorder— to go beyond click-through rates as a way to determine the value of its InVideo Ads, which are served on YouTube. “Standard metrics don’t tell the whole story… these ads require an approach that is more technologically sensitive,” she says. Google is working on the project with Publicis Groupe media shop MediaVest.

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