Researchers at the Walt Disney Company utilize biometric data from test subjects to monitor eye movement and reactions towards display ads.

George Assimakopoulos
Principal Manager

The New York Times reported today that Disney executives have established a measurement process to scrutinize online advertising display data to determine how, when and why web surfers see and click banner ads.  As most online advertisers will agree, it is fairly easy to determine how website visitors react to an ad campaign once they click on an ad.  But what about the millions of eyeballs that never click on the banners.  Disney believes that not nearly enough is understood about this non-clicking audience and should be researched further to maximize ad revenue opportunities.

To read the entire New York Times article on how Disney Labs is planning and executing this research – CLICK HERE.