Mouse Measurement

May 13th, 2008 at 12:12pm Cindy Harris

A few weeks ago, we told you about using biometrics to measure consumers’ responses to advertising. Now, it seems the House of Mouse (Disney owns broadcasting behemoths ABC and ESPN) is getting in on the action by constructing their own advertising biometric laboratory in Austin, Tex.

One of the things Disney will be paying particular attention to are the reactions to online and VOD (video on-demand) advertising … in order to prove their effectiveness to the advertisers that keep pouring resources into these channels. Disney execs are no doubt plotting their business-growth course based on non-traditional advertising - Disney CEO Robert Iger is quoted saying his organization this year will gain $1 billion - that’s with a “B” - in online ad revenue by September. If I had a business that brought in one billion dollars in 9 months, I’d build a lab to prove its effectiveness too.

And we know that when the Mouse speaks, the consumer world follows, so expect to hear more about biometrics and seeing Internet advertising become even more mainstream soon.

Entry Filed under: Ad industry news, Research, Non-traditional advertising