Tuesday, 28 July 2009
Disney Lab Watches Web Surfers to See Which Ads Work
The NYT has an interesting article on Disney and their research into the effects of online advertising. They have set up a test facility in Austin, Texas, that measures and assesses users reactions to online advertising through quantitative and empirical means. With more than sufficient funds, they aim to find the holy grail of advertising usage and what formats work and which do not, and in what kinds of contexts do they meet with greater or lesser success. Tools and techniques employed include tracking eye movement, heart-rate monitors, skin temperature readings and facial expressions (probes are attached to facial muscles) to reach conclusions. More here.
- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at firstname.lastname@example.org if you are interested in Ph.D supervision or consultancy services.