- Disney+ is adding latest features to its ad-supported tier, including advanced audience targeting, additional programmatic marketplaces, expanded ad formats and enriched measurement, based on details shared with Marketing Dive.
- Disney can also be working with various outside vendors and services to offer higher campaign performance data, insights and verification through its platform and in other areas, including the physical world.
- Since launching the ad-supported tier last December, half of recent subscribers are selecting that option, based on the corporate. Additionally, the service has seen a 35% increase in engagement over the past six months.
A survey conducted last March found that 19% of Disney+ subscribers are using its ad-supported tier, a lot of them latest customers to the platform. As that audience grows, the corporate is using the expanded features to make the tier more attractive to advertisers while also making good on a promise it made earlier this yr to port over the ad-targeting and segmentation capabilities of its proprietary ad server for Hulu and make them available by itself streaming platform.
“We spent the last 10 months testing, learning and listening to our consumers and clients,” said Rita Ferro, president of Disney’s global promoting, in an announcement. “We’re seeing increased engagement and time spent, and now providing greater accountability for marketers through robust measurement, proving that premium content matters.”
Among the brand new features available are:
- Enhanced audience targeting across different qualifiers including age and gender, geography (each state and designated market area) and segments from Disney’s first-party Audience Graph tool.
- Expanded programmatic opportunities including biddable transactions through private marketplaces and invite-only auctions available across 30 DSPs.
- Diversified ad formats from mid-rolls and 15-second spots up through 90-second spots, in addition to content partnerships.
- Improved measurement and attribution through verification services including DoubleVerify, Moat, IAS, Adform, DCM, Extreme Reach, Flashtalking and Sizmek. The company can also be working with Cuebiq and Foursquare to measure foot traffic; Data Plus Math and iSpotTV for reach and frequency insight; Kantar to measure brand lift, and Innovid XP to reveal web and app conversion.
Features that improve advertisers’ ability to higher goal, measure and attribute will allow Disney+ to higher compete for ad dollars in a crowded streaming marketplace. Netflix in May used its first upfront presentation to announce latest ad options and partnerships with Nielsen and EDO around measurement, while Amazon added VideoAmp and iSpot as measurement partners during its NewFronts presentation.
Disney+ recently announced it might launch an ad-supported tier in select markets across Europe and Canada on Nov. 1. In addition, subscribers within the U.S. could have access to an ad-free bundled subscription plan featuring Disney+ Premium and ad-free Hulu programming.
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