We've seen outfits and networks dig deep to figure out how to make ads more attractive (or just watchable, really), but Disney's taking things to an entirely new plateau. The mega-corp is establishing a laboratory in Austin, Texas which will actually test the biometric reactions of up to 4,000 people in order to better understand what types of commercials are most effective. In the controlled setting, gurus will be tasked with measuring "heart rate and skin conductivity while tracking the gaze of participants who are exposed to new ad models over the internet, mobile devices and TV screens." As expected, the entire project is being undertaken in order to discover whether it can charge more for certain spots, but we're told not to expect the findings until early next year.

[Image courtesy of MSNBC]

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Disney creates laboratory for biometric testing of advertisements