Disney is expanding its Advertising Automation and Measurement Capabilities available to advertisers as part of its ad-supported tier.
Initially launched in the United States in autumn 2022, from November 1 the Standard with Ads will be available in the UK, France, Germany, Switzerland, Italy, Spain, Norway, Sweden and Denmark.
It will offer advertisers audience targeting; additional programmatic marketplaces; expanded ad formats and enriched measurement across verification, identity, effectiveness and attribution.
“Consistent with Disney’s strategic approach, we spent the last 10 months testing, learning and listening to our consumers and clients. That’s how we continue to create viewer-first experiences while simultaneously introducing new capabilities, functionality and formats,” said Rita Ferro, president, Global Advertising, Disney. “We’re seeing increased engagement and time spent, and now providing greater accountability for marketers through robust measurement, proving that premium content matters.”
Where available, 50% of new subscribers choose the ad tier, and from March to September 2023 the service has seen 35% increased engagement.
Disney is expanding programmatic opportunities to include biddable transactions, available through private marketplaces or invite-only auctions.
The service is working with Ad Verification and Delivery vendors including DoubleVerify, Moat, IAS, AdForm, DCM, Extreme Reach, Flashtalking, Innovid, Jivox and Sizmek for offer verification, creative delivery and aggregated reporting.
