Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP

Disney+ has intensified its efforts to provide advertisers with more comprehensive and adaptable ways to reach audiences at scale, as the ad-supported tier nears its one-year anniversary. With its first-party audience graph and programmatic buying via private marketplace (PMP), the Disney+ ad-supported tier has introduced audience targeting. In addition, it now offers measurement services for identity, efficacy, verification, attribution, and approved creative ad formats.

Rising Disney+ ad-supported tier and programmatic capabilities

Of new subscribers, 50% select the ad tier. Furthermore, there was a 35% increase in service engagement from March to September 2023. The capacity to provide impact for advertisers grew along with the size of the Disney+ audience that is ad-supported. In order to provide the best possible customer experience, this was accomplished while maintaining a complementary ad load in line with viewing behavior. Disney’s position as an industry leader has been further cemented by solutions for tracking the effectiveness of campaigns. This is in order to fulfill and optimize advertisers’ performance goals.

Advertising capabilities are available on Disney+

Advanced Audience Targeting

With the help of Disney’s acclaimed, in-house first-party Audience Graph, marketers can now target audiences more precisely for the first time across demo (age and gender); geography (State/Designated Market Area); and Audience Segments. Disney’s audience graph, which features 110 million households, 235 million unique viewers, and more than 2,000 interest- and behavior-based audience segments, will now allow advertisers to use first-party data.

Programmatic expansion

Disney is extending its programmatic offerings to encompass biddable transactions, accessible via exclusive auctions or private marketplaces. Advertisers can unlock Disney’s premium content at scale with greater choice and control than ever before. This is thanks to its availability across 30 DSPs that represent large, midmarket, and local platforms.

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Diversified Ad Formats

Disney+ is now accepting a wider range of creative lengths (midrolls and:15s to:90s) in addition to choosing content sponsorships, which are now available for the 2023 holiday season. This builds on its history of creating market-defining, consumer-first formats.

Enhanced Measurement and Attribution

Disney+ has kept developing new tools to help marketers reach a wider audience while guaranteeing efficacy through attribution and measurement. More campaign measurement options than ever before will be available to advertisers through it, all of which will highlight the benefits of running ads on Disney+. InnovidXP provides web and app conversion measurement, Kantar measures brand lift. Furthermore, Data Plus Math and iSpot.tv provide reach and frequency insights, and the platform, which previously offered measurement through Samba TV and VideoAmp, now offers the ability to measure the impact of ads on foot traffic through Cuebiq and Foursquare, and Kantar measures brand lift.

Disney+’s growing audience means more chances for advertisers to enhance their connection with the service as the platform continues to grow in size. Disney Advertising is still dedicated to bringing innovations and solutions to its brand partners to help them achieve their goals.

Here’s what they said

Rita Ferro, president, Global Advertising, Disney said, 

Consistent with Disney’s strategic approach, we spent the last 10 months testing, learning and listening to our consumers and clients. That’s how we continue to create viewer-first experiences while simultaneously introducing new capabilities, functionality and formats. We’re seeing increased engagement and time spent, and now providing greater accountability for marketers through robust measurement, proving that premium content matters.

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