Disney is expanding targeting, measurement and programmatic options for advertisers on its ad-supported Disney+ platform. New capabilities leverage first-party data and partnerships to improve results as streaming gains share. We examine the upgrades and implications.
With ad-supported streaming growing rapidly, Disney is investing to remain competitive. After launching an ad-supported Disney+ tier in late 2022, upgrades include:
- First-party data targeting from Disney’s audience graph
- Additional reach and frequency measurement partners
- Programmatic private marketplace deals enabled for Disney+ inventory
The goal is providing advertisers means to improve targeting precision and attribution across Disney streaming.
Targeting Expands Beyond Demographics to First-Party Data
Initially, Disney+ ad targeting relied solely on basic age and gender demographics. This summer, it introduced geographic targeting and more advanced age/gender breakdowns.
Now Disney is incorporating its first-party audience graph with 235 million unique viewers and 110 million households. Advertisers can target based on granular interest and behavior segments.
This brings Disney+ on par with Hulu’s ad capabilities and helps justify increased spend. The large viewer pool supports better segmentation versus just broad demos.
Improving Attribution With Expanded Measurement Partners
Alongside better targeting, Disney is adding measurement integrations from providers like iSpot, Data Plus Math, Innovid, and Foursquare.
Lower-funnel attribution metrics will help performance advertisers assess impact. Brands also gain expanded reach and frequency analytics.
Robust measurement is imperative as budgets shift to streaming. Demonstrating streaming ROI will be key for continued momentum.
Unlocking Programmatic Demand Through Private Marketplaces
Finally, Disney is making Disney+ inventory available programmatically via private marketplace deals. This opens access for the many advertisers buying autonomously through DSPs.
DisneyConnect still offers direct guaranteed deals. But programmatic brings efficiency and demand advantages from performance advertisers.
Perspectives on Local Baltic Streaming Advertising
As streaming grows globally, local players like Go3 in the Baltics will need to follow suit with ad innovations. However, open programmatic exchanges may not emerge locally given the smaller audience scale.
For broader targeting and measurement capabilities, Go3 plans to adopt first-party data and a customer data platform after launching addressable TV capabilities, expected by 2025-2026.
But traditional panels might not be essential long-term as audiences continue shifting to streaming. In 10 years, most viewing may happen within major global and local streaming platforms.
Conclusion
In summary, Disney is bolstering ad-supported streaming capabilities after seeing strong uptake. Advanced targeting, measurement and programmatic inventory access provide incentives for advertisers. As competition intensifies, streaming services must increasingly prove out results and efficiencies.