Austin to House Disney 'Ad Lab'

The Walt Disney Company plans to open a advertising research lab in Austin by the end of the year.

The facility will test how people respond to TV ads in selected scenarios, such as while using a mobile device or while viewing a split-screen.

There's no word yet on how many people will staff the 3,000-square-foot lab, nor where the building will be located.

"In terms of having the right demographics, Austin was a good choice," Karen Hobson, a spokeswoman for Disney-ABC Television Group.

The lab will be headed by Duane Varan, executive director of Australia's Interactive Television Research Institute.

According to the Associated Press, researchers will measure people's heart rate, skin conductivity, and eye movements to assess their reactions to various advertising methods. The first results are expected to be released by early 2009.

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By Jeff Beckham in Other on May 15, 2008 4:18 PM 0 Comments

Comments [rss]

LoudMouth

God, I want to go to Disneyland.

Joel Nihlean

sadly, advertising works. The typical commercial ads, radio spots and full page glossies annoy those of us who are higher functioning but they work on others...that is why the ads that work on us are more subliminal...

(drink coke)

Grape Ape

I guess I should have clarified; people are generally annoyed with the fact they are trying to having something sold to them or that they should think a certain way. The ad itself may be intersting and creative, and while they may find it visually stimulating or something like that, they are generally annoyed on some level that someone else is trying to tell them what is right for them...or at least they should be.

leggyblonde

Yeah, actually there are. (Ad people would be my first guess).

Seriously, there ARE those who discuss ads--either think they're funny or cool or whatever. These people tend to be younger than me, though. Have you never heard, "Did you see that (insert product here) ad?"

Grape Ape

Are there actually people who feel anything else but annoyed by any ad?

elvislives

As the old advertising maxim goes: "I know I'm wasting half of my advertising budget, I'm just not sure which half"

I'm pretty sure which half this falls into.

LoudMouth

Shit, Karen, I can tell you how people feel about viewing ads.

IT PISSES THEM THE FUCK OFF NO MATTER WHAT THE ENVIRONMENT!

Now you have to pay me $55,000.00 in consulting fees. None of those worthless "Walt Bucks" either.