Science Tells Us Which Online Ads Work
A technician in a black lab coat gazed at the short, middle-aged man seated inside the Walt Disney Company’s secretive new research facility here last week, his face shrouded with eye-tracking goggles. Read ESPN.com on that BlackBerry, she told him soothingly, like a nurse about to draw blood. “And have fun,” she added, leaving the room.
In reality, the man’s appetite for sports news was not of interest. (The site was a fake version anyway.) Rather, the technician and her fellow researchers were eager to know how the man responded to ads of varying size. How small could the banners become and still draw his attention?
Like other television companies, Disney Media Networks — which includes ABC, ESPN, ABC Family and Disney XD — has long conducted intense consumer research about its programming. But now, as the Web and DVRs uproot the way people consume television, and thus rip apart the industry’s business model, the unit is adding advertiser research as a fresh focus of intense inquiry.
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Dape on September 9th, 2009 1:37 am
I like what you say it brings home the phrase “trickle feed brings new leads”. There is of course ‘in your face advertising’ and there is promotion by persuasion they both lead to the same thing a service or product. It becomes interesting when it works… all we need to do is look to the right—> of this comment.
RedHotFranchises on September 9th, 2009 4:59 am
Interesting research. This should bring some good results and better understanding the psychology of internet surfers especially when it comes to ads.
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