Any video or animation on a web-page, that is superfluous to the content in which I'm interested, is NOT compelling - it is IRRITATING and DISTRACTING . If is an advert, I do notice the brand, but usually vow to avoid it like the plague for its unwelcome attack on my concentration.

I use every means and plug-in at my disposal to block out such adverts, in which case the brand never crosses my mind..

One would think the guinea pigs referenced in the article would particularly love hamsterdance - their brainwaves would be off the scale.

They would have a hard job proving the effectiveness of video ads here.

As a matter of policy, nothing moves on the sites I visit, unless I tell them to. Firefox, noscript and flashblock take care of that, and any site which somehow manages to get past them will never get another repeat visit.

If you can't make a profit from static adverts, then give up. Animated adverts will just ensure nobody visits your page.

That is just hilarious. I wonder if the ads the guinea pigs found 'compelling' involved naked women?

Or maybe they just got angry at the irritating ads popping up in front of the video they were trying to watch? I imagine anger produces very similar same skin, pulse, breathing and brain activity results that excitement does.

This smacks of desperation. It would have been a hell of a lot simpler to just do a trial run of in-video ads and see what the actual, real results were; but I'm guessing they've already done this and the results were extremely negative and didn't produce any significant clickthroughs or purchases, and so Google have had to resort to snake oil science to convince advertisers that the system works!

ugh I hate these misleading titles... I was expecting actual guinea pigs not just another boring article about how monitoring the brain shows us it lights up when we itch our scrotum or perform virtually any task.

They compel me to throw my laptop across the room!

just when we thought advertising was running out of steam a so called web app come spam search engine supplier thinks we are even more gullible and wish to use the bandwidth we pay for to splurt more uselessness at us

EEG is to finding out what's going on in someone's brain as is a thumb on the wrist for finding out what's going on in their cardiac system. Now, I thought the Google boys were smart, but, nooo, Neurofocus have managed to prise away some of their dollars with some voodoo upselling there. Nice work.

what a crap conclusion! Guinea pigs will find ANYTHING interesting, us h u m a n s have sense to ignore adverts ..