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Disney to create laboratory to test high-tech advertising for ABC, ESPN
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. The media giant, which owns ABC and ESPN, is seeking to learn whether consumers are more engaged by new and interactive ads and ultimately if the company can charge more for them. Disney planned to announce the formation of the lab to advertisers attending its upfront sales pitch for the coming TV season in New York on Tuesday. "One of the reasons for engaging in an initiative like this is to determine, once and for all, if there is additional value," Artie Bulgrin, senior vice president of research and sales development for ESPN, told The Associated Press. The sports media juggernaut says subscribers to its premium high-definition channels were economically better off and considers them more attractive to advertisers. Now, it will clinically test whether HD ads have more impact, Bulgrin said. For the full story, click here! Posted at 05:47AM May 13, 2008 by Kevin P McAuliffe in Astound | Comments[0] 
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