Google and Brain Scanning

From Nicholas Carr's blog, the post includes a link to the original presentation:

Google dives into subconscious marketing
Google believes that the effectiveness of the transparent InVideo advertisements that it has begun running on YouTube clips cannot be measured by traditional criteria like click-through rates. Instead, you have to get inside viewers' brains, literally, and monitor things like "emotional engagement" and "memory retention" and "subconscious brand resonance." Teaming up with the neuromarketing firm NeuroFocus and the branding consultancy MediaVest, Google conducted a study in which it measured people's nervous-system responses - through brain scanning..."