Disney+ plans to get innovative with its user advertisement policies. Earlier, Disney+ offered the best package for users costing $7.99/ month. In this package, users can enable parental control. Advertisers were not allowed to target specific audiences with Disney+ advertising. However, with new policies framed, advertisers will get the independence of targeting the audience and households according to their choices. Meanwhile, Disney+ will also ensure the privacy of the users.
Users will get a variety of subscription options to choose from. Some of these subscriptions will support advertisers, as the package will enable advertisers to show ads to their audiences. Since Disney+ has always been strict about user privacy, it enables filtering advertisements following the appropriate age groups. The profiles of users under 18 years of age will receive the advertisements according to their age criteria.
“Expanding access to Disney+ to a broader audience at a lower price point is a win for everyone – consumers, advertisers, and our storytellers,” said Kareem Daniel, Chairman. He added, “More consumers will be able to access our amazing content. Advertisers will be able to reach a wider audience, and our storytellers will be able to share their incredible work with more fans and families.”
Disney+ has been one of the premium digital content providers. Streaming services like Hulu is one of the top-notch ad-supporting streaming services, providing on-demand video subscriptions.
Rita Ferro, President of, Advertising, highlighted her statement given to Digiday,
Since its launch, advertisers have been clamoring for the opportunity to be part of Disney+ and not just because there’s a growing demand for more streaming inventory.
She mentioned that,
Disney+ with advertising will offer marketers the most premium environment in streaming with our most beloved brands, Disney, Pixar, Star Wars, Marvel, and National Geographic. I can’t wait to share more with advertisers at the Upfront.
Now, advertisers will get options to target their audiences based on gender, age, and geo-location. Rita also hinted that from July, Disney+ would launch a much more sophisticated suite empowering advertisers to do more.
Disney+ aims to achieve its desired user target of 230-260 million by FY24. It will be a large pool of audiences for the advertisers, resulting in higher conversions. Disney+ builds its user database by collecting helpful information and the behavior of its users from different platforms.
However, advertisers should not worry if they are unable to get the minute details of the users through Disney+. Advertisers can take help from data brokers and sync that data with the Disney+ platform. Advertisers can use the “data clean room” to pipeline their data to target specific audiences.
Since data privacy has proven to be a threat in the past decade, companies are working to eliminate the risk of data theft and misuse of data from outside sources. In accordance brands like Apple, Facebook, and Google have implemented strict policies and introduced new ways to enable data privacy. And discontinuation of third-party cookies is one such major step. Similarly, Disney+ desire to introduce its platform for advertisers is considered to be one such step in the direction of its user’s data privacy.
The plans are yet to be introduced and to be specific with the budget and targeting of their audiences. Hence, advertisers might have to wait till the end of July.
