Disney Using Serious Science to Determine When You'll Look at Banner Ads

Illustration for article titled Disney Using Serious Science to Determine When Youll Look at Banner Ads

Disney is spending millions on a research facility in Austin to see just what, physiologically speaking, makes us look at certain types of ads over others.

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The facility is designed to figure out just what types of web ads we'll give our attention to. Do bumpers before videos work? What about those horrible ads that cover a whole website and force you to find the tiny X to close them? They're using eye tracking, heart monitors, skin temperature readings and facial probes to measure expressions to see what works and what doesn't.

It all shows that web ads are a serious business, with tons of money there for people who figure out how to make them really work. But really, come on, enough with those ads that block content. Nobody likes those, and you don't need any fancy research to figure it out. [NY Times]

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DISCUSSION

FartyMcPooPants
FartyMcPooPants

You know, as much as I dislike those ads that cover up the content on the page, and I really do dislike them. If you take into account that the advertisers not really interested in how annoyed you may be (Up to a point, to annoyed = boycott of product) but more interested in how many people actually look at the ad, then having to look at an ad in order to find the X is better than mentally filtering out all the flashing banner ads surrounding a page.

The ones I think work the list, are those context ones, that pop up ads for certain words used in an article when you hover your mouse over them thinking their going to be links to more information about the article.