As part of the 4th Annual Tech and Data Showcase at CES in Las Vegas, Disney announced its upcoming market innovations in business, data and advertising technologyamong which stand “Shop the stream” and expanding data measurement. Specifically, the company has launched one Beta program for its first native streaming shopping ad formatallowing consumers to purchase their favorite items without interrupting their viewing experience.
According to a statement with Gateway Shopthese viewers receive Personalized notifications for products are sent directly to your phone via push notification or email. Advertisers, including Unilever, are participating in the limited beta, which increases awareness and conversion without impacting the viewer experience.
«With the largest streaming footprint and strongest audience signal across our data and advertising technology stack, Disney is uniquely positioned to enable dynamic advertising experiences that connect consumer interest and purchase intent right from the moment they are broadcast” said Jamie Power, senior vice president of addressable sales at Disney Advertisingwhile he explains this «Our goal is to help viewers connect with the brands they love as smoothly as possible without interrupting the content they stream.«. «Innovation is in Disney's DNA and we believe that in a world full of cross-screen offerings, shopping experiences not only complement but enhance streaming.Power said.
For Amy Lehman, senior vice president of advertising platforms, «Gateway Shop is a great example of the holistic approach we take to create audience experiences and advertising formats.«. «Audience behavior has changed and advertising must reflect this and serve both viewers and marketers in new ways. Gateway Shop offers viewers choice and control in an engaging, seamless format“, emphasized the directive.
In the following months, Disney will continue to improve its interactive formats and commercial streaming experiencesincluding the ability to send personalized emails and push notifications for products or offers within a TV ad block.
Expansion of data clean rooms
Likewise during CES Disney highlighted the progress of its Data Clean Rooms initiative. At this point, the company has expanded its list of cloud services Increase cleanroom interoperability to include Amazon Web Services (AWS) and Google Cloud. As they detail: “This update significantly expands the scope and support for campaigns powered by first-party data and continues to provide customers with choice and choice by collaborating openly with the market.«.
Building on the growth of Disney's overall data ecosystem, these additional services will enable brands and advertisers to host their data natively using AWS Clean Rooms or BigQuery can be activated seamlessly and in a data protection-oriented manner in Disney's clean room. «No other clean room can be activated against a decade of first-party data like Disney's“he defined Dana McGraw, SVP of Audience Modeling and Data Sciencefor what “Through these targeted expansions and partnerships, we continue to close the gap between consumers and advertisers while delivering actionable results.«.
Disney portal
Separately, Disney and Habu have introduced a special portal that makes it easier for customers to set up a clean room. This function, Disney portal, streamlines the process for customers and reduces friction by creating a perfect template for the process with an easily reproducible workflow required for activation using first- and third-party data, they clarify. Therefore, The number of brands and advertisers who can run campaigns directly with Disney's Clean Room is increasing. «This innovative collaboration marks the first step towards a self-service cleanroom“ says the company.
«Disney is a leader in data-driven innovation and we are excited to partner with them on the next evolution of their Data Clean Rooms offering, Disney Portal. This tightly integrated solution enables advertisers to easily leverage collaborative intelligence and drive business growth with turnkey insights and activation.“, he emphasized Matt Kilmartin, CEO and co-founder of Habuwho showed up «We are proud to be at the forefront of this innovation with Disney, simplifying and accelerating collaboration in Data Clean Rooms in new and transformative ways«.