Ad research

Will people remember three-second video ads on their mobile phones? Do high-definition commercials on big screens get people's hearts racing more than other pitches? Is the sports ticker crawl distracting or does it add value to the 30-second TV spot?

A laboratory in Austin, Texas, to be founded by The Walt Disney Co. by the end of the year, aims to answer these questions and more by testing the biometric reactions of a pool of up to 4,000 people to advertising that takes advantage of the latest technology.


In a controlled living room setting, scientists will measure heart rate and skin conductivity and track the gaze of participants who are exposed to new ad models over the Internet, mobile devices and TV screens. The first results are expected by early 2009.

Source: http://www.newsday.com/services/news...,1752064.story