Dubbed “Disney's Magic Words,” the tool aims to revolutionize advertising on the company's live streaming platforms and also introduces a new type of contextual advertising for Disney Plus and Hulu streaming services.
The tool uses a combination of artificial intelligence and machine learning to analyze and code footage from Disney's extensive content library, identifying content, branding, imagery and mood.
Also, brands use this metadata to show ads that match the mood and context of specific scenes.
Disney Magic Words enables precise contextual advertising by identifying and tagging scenes with metadata that includes information about content, brands, images and moods.
This approach goes beyond traditional demographic targeting, giving advertisers the opportunity to personalize ads based on the emotional and topical resonance of the content viewers are viewing.
This tool helps target specific audiences rather than broad demographics, and connects ads to consumer emotions, which is a real game changer.
Disney said that Omnicom is one of 6 global advertising agencies participating in the initial beta testing of this ad product, and other partners for the beta include Dentsu, GroupM, Horizon Media, IPG Mediabrands and Publicis Media.
The company showcased the new device last month during the Consumer Electronics Show in Las Vegas.
This feature allows advertisers to increase the impact of their messages because they align with the concepts that audiences experience, said Rita Ferro, Disney's head of global ad sales.
Disney's investment in ad tech comes as advertisers and viewers move away from cable TV. However, the company's ad revenue fell nearly 3 percent to $3.35 billion in the first quarter of fiscal 2024, reflecting a decline in traditional TV viewership.
Research firm eMarketer estimated that Disney+ generated about $790 million in revenue last year, and Disney does not report its ad revenue.
In turn, CEO Bob Iger told investors that the ad-supported version of the Disney Plus service attracted 1,000 advertisers in the first quarter, a tenfold increase since launch.
“Our revolutionary approach to technology ensures that our live streaming services will be a destination for brands for years to come,” said Iger. (aitnews)