Why Does Advertising Work? Disney Explores
The Disney Media and Advertising laboratory turns to scientific practice to isolate the key variables in creating the ultimate audience experience.
One consequence of the increasing shift to digital content delivery is that the old gauges for success are becoming inconsequential. What is becoming increasingly key are guaranteed means to connect with your audience.
The Disney Media and Advertising Lab in Austin Texas uses rigorous means to provide those guarantees. The ethos is hard science and Cisco and Disney favour the lab setting because it allows them an unprecedented level of control.
“To get to the ‘why’ you need to be able to control things, and the only way to do that is within a lab environment.”