Mickey Mouse is watching you. Or at least, how you watch ads.
Disney has launched a new biometric test program to monitor how people react to advertising, using research subjects in a controlled living room setting to measure heart rate, skin conductivity, eye movements, and potentially popcorn consumption. The goal is to try to figure out how nuances in TV or web or mobile creative change responses; for example, does a ticker crawl at the bottom of a video screen help or harm the impression?
It's all very qualitative and the first analysis, for ABC and ESPN, isn't due until 2009. But as advertising gets more fragmented and consumers tune out to play their social media games, any data that determines what sticks is welcome. Mickey, give us a call.
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