Disney offers ‘single campaign’ buying across streaming platforms

Disney has revealed advertisers can now buy inventory across both Hulu and Disney+ in a single campaign.

Speaking at the Consumer Electronics Show (CES) in Las Vegas, Disney Global Advertising President Rita Ferro claimed that the capability was made possible by the streaming service’s technology stack.

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Ferro also unveiled ‘Disney’s Magic Words’, a new technology that allows the company to analyse scenes and visuals across its library, to capture a mood or moment, in a bid to help advertisers personalise messaging specifically around that certain emotion.

She said: “Disney connects our clients to world-class entertainment, sports and programming with proven engagement that cannot be found anywhere else.

“Our industry-leading technology and data capabilities, paired with our global scale and reach, allow us to deliver intentional, and impactful experiences to consumers while driving performance and effectiveness for brands. Who else can say that?”

Other enhancements to its advertising proposition include ‘clean room expansion’ to include Amazon Web Services (AWS) and Google Cloud, alongside, Disney+ and ESPN+ inventory being made available domestically through Disney Campaign Manager this year, with the self-service platform being expanded globally.

Disney also announced the a new format, ‘Gateway Shop’, which allows customers access to personalised offers for purchase from a retailer without leaving the viewing environment.

“Soon, viewers can discover and explore products as they watch by sending products they see in films and TV straight to their second screen with Shop the Stream,” Disney stated.