Disney+ Enhances Ad Tier with Advanced Targeting and Measurement Capabilities
Disney+ enhances its ad tier, partnering with DoubleVerify, iSpot, Kantar, and more for improved campaign performance data, insights, and verification
Article Brief:
Details shared with Our Website reveal that Disney+ is enhancing its ad-supported tier by introducing various new features. This includes advanced audience targeting, expanded programmatic marketplaces, enriched measurement, and additional ad formats.
Disney is collaborating with external vendors and services to enhance campaign performance data, insights, and verification on its platform as well as in other domains, including the physical realm.
The company has reported that since the introduction of the ad-supported tier in December, half of the new subscribers have opted for this choice. Moreover, there has been a significant 35% rise in engagement with the service over the last six months.
Article Insight:
According to a survey conducted in March, a significant 19% of Disney+ subscribers are now utilizing the ad-supported tier, indicating a rise in new customers on the platform. In order to attract advertisers and fulfill a promise made earlier this year, the company is expanding the capabilities of this tier while also incorporating the ad-targeting and segmentation features from its proprietary ad server for Hulu. These enhancements will be made available on Disney's own streaming platform.
"We have dedicated the past 10 months to extensive testing, learning, and closely listening to the feedback of our consumers and clients," stated Rita Ferro, President of Disney's global advertising. "Our efforts have resulted in higher levels of engagement and increased time spent, while also offering marketers enhanced accountability through comprehensive measurement. This demonstrates the undeniable significance of premium content."
The following are some of the latest additions and improvements:
Improved audience targeting options now allow for more precise qualifiers such as age, gender, geography (both state and designated market area), and segments from Disney's first-party Audience Graph tool.
Programmatic opportunities have been expanded to include biddable transactions through private marketplaces and exclusive auctions, accessible through 30 DSPs.
Diverse ad formats, ranging from mid-rolls and 15-second spots to 90-second spots, are available. Additionally, content partnerships are offered.
Enhanced measurement and attribution are provided through verification services like DoubleVerify, Moat, IAS, Adform, DCM, Extreme Reach, Flashtalking, and Sizmek. The company also collaborates with Cuebiq and Foursquare to track foot traffic, Data Plus Math and iSpotTV for reach and frequency analysis, Kantar for brand lift measurement, and Innovid XP to showcase web and app conversions.
Disney+ is enhancing its targeting, measurement, and attribution capabilities to effectively compete for advertising budgets in the highly competitive streaming industry. In response to this, Netflix introduced new advertising options and partnered with Nielsen and EDO for improved measurement. Amazon, on the other hand, integrated VideoAmp and iSpot as measurement partners during its NewFronts presentation.
In a recent announcement, Disney+ revealed plans to launch an ad-supported tier in certain European and Canadian markets starting from November 1st. Furthermore, subscribers in the United States will have the opportunity to access an ad-free bundled subscription plan that includes Disney+ Premium and ad-free Hulu programming.
