The Walt Disney Co. runs a media research lab in Austin, Texas, for the Disney TV Group and ESPN as well as doing other consumer research. Peter Seymour, the unit’s EVP of research and strategy, told The New York Times, it will be releasing new Web ad effectiveness research to advertisers on July 28 at a meeting in New York. The goal is to increase knowledge about what works and doesn’t work and help drive more spending in online and mobile advertising.

Advertisers have been spending more on Web ads, drawn in part by the comforting accountability providing by user clickthroughs and other metrics. Advertisers also like the ability to run different ads to see which one performs better. However, there’s still a lot to learn about what is and isn’t effective in Web advertising.