Disney Creates Lab to Experiment with Ads
(News | Source: Associated Press)
Disney is seeking to determine if high-definition commercials get people’s hearts racing more than regular ads, or if people will remember three-second video ads on their mobile phones, or if having a sports ticker crawl along the bottom of the screen is distracting or if people like it through a Ad Lab to be set up in Austin, Texas, by the end of the year.
The lab will test biometric reactions of up to 4,000 people that encounter advertising that seeks to answer the above questions by taking advantage of modern technology. The testing will take place in a controlled living room setting where the heart rate and skin conductivity of the participants will be measured while also tracking what the participants look at during the testing.
The Disney Company wants to use this lab to learn if people will watch new, interactive ads and if the company can charge more for them.
Disney announced the formation of the lab at the upfront sales pitch for the fall television season in New York on May 13. The first results from the lab are expected in early 2009.
