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Disney Lab to Probe Ad Response

May 13, 2008  •  Post A Comment

The Walt Disney Co. plans to create a lab in Austin, Texas, by the end of the year to measure the biometric reactions of viewers to advertising on new technologies, the Associated Press reports. The lab will pool 4,000 people for various tests on heart rate, skin conductivity and gaze tracking, seeking information on whether they remember video ads on their mobile phones, the effects of ads in HD and the value of the sports ticker crawl, the wire service says. The lab’s first results are expected by early 2009.
—Vlada Gelman

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