Disney+ has become the latest VOD service to join Barb’s Advanced Campaign Hub.
Advanced Campaign Hub combines Barb panel and first-party insights data in combination with census-level impressions supplied by participating VOD services. This enables users to forecast the unduplicated reach and frequency delivered by campaigns on linear and VOD services over multiple screens.
The addition means Advanced Campaign Hub users will now be able to include Disney+ when planning and optimising their campaigns using the tool. Barb’s estimate of the number of households on the Disney+ ad-tier subscription is also now available and will be updated every day in Barb’s audience reporting.
As of the Q4 2024 Barb Establishment Survey, the Disney+ ad tier reached 1.5 million UK households.
Disney+ joins Amazon Prime Video, Netflix and discovery+, which Barb added to Advanced Campaign Hub last year.
Luca Vannini, Head of Campaign Audiences at Barb, said: “Our addition of Disney+ to Advanced Campaign Hub fulfils a core demand of our users, giving them the ability to plan their ad campaigns across all four of the largest pure-play VOD services in the UK, alongside broadcasters’ VOD services and linear channels.”
Lucy Gregory, VP, Audience Measurement and Insights at The Walt Disney Company EMEA, added: “Joining Barb’s Advanced Campaign Hub enables us to offer advertisers and brands an enhanced ability to include Disney+ in campaign planning and optimisation. As the very first streamer to sign up to Barb, we know that transparent audience measurement that brings linear and VOD services together is of vital importance; not only for our partners but for the industry as a whole.”
Last week, Barb announced it has appointed RSMB to build a single interface for Advanced Campaign Hub and CFlight. This will be a web-based interface where Barb clients can access and export data from Advanced Campaign Hub and its post-campaign evaluation service, CFlight. It will launch in January 2026.
