Unilever has joined a beta program launched by Disney that allows consumers to purchase items without disrupting the viewing experience.
Known as Gateway Shop, the commerce-led format connects the stream to the shopping cart.
Consumers taking part in the beta will received personalised prompts for products that are sent directly to their phones via push notifications or email. They’ll see advertising from Unilever – behind brands including Knorr, Dove and Domestos – and other participants.
“With the most scale in streaming and the strongest audience signal through our foundational data and ad tech stack, Disney is uniquely enabled to power dynamic ad experiences that connect consumer interest and intent to the purchase – straight from the stream,” said Jamie Power, SVP, Addressable Sales, Disney Advertising. “Our goal is to help audiences connect with the brands they love with the least amount of friction, without disrupting the content they’re streaming. Innovation is in Disney’s DNA, and in a cross-screen world, we believe shoppable experiences not only complement, but elevate, streaming.”
According to a survey conducted by Lucid in 2023, 75% of viewers agree they would rather see an interactive TV ad than a standard commercial, particularly when consumers can find out more information about a product or redeem a special discount or offer.
“Gateway Shop is a prime example of the holistic approach we take to building viewer-first ad experiences and formats,” said Amy Lehman, SVP, Advertising Platforms. “Audience behaviors have changed, and advertising should reflect that and serve both viewers and marketers in new ways. Gateway Shop provides viewers with choice and control, in an engaging and non-disruptive format.”
The ads will appear in the United States, where Disney has already run Binge and Pause Ads on its streaming service Hulu. For example, when a viewer presses Pause they are presented with an ad for the Kit-Kat chocolate wafer inviting them to “Take a Break”.
Previously, Disney introduced GatewayGo, which displayed a QR code for consumers to pick up on a second screen.
