Disney outlines measurement strategy for streaming TV future

As major media companies assess whether Nielsen competitors can serve as the future of measurement in streaming, Disney announced deals with attribution data company EDO and first-party measurement provider Samba TV during its annual Tech & Data Showcase. The House of Mouse will begin applying EDO's metrics that predict and report consumers’ purchase intent to its streaming platforms—starting with Hulu. Disney has previously applied EDO’s capabilities to marquee linear events, including its college football broadcasts and the Academy Awards, to show marketers the economic impact of advertising during these broadcasts. Check out the latest Ad Age events and award programs “Through our expanded relationship with EDO, we are bringing insights to brands based on the largest and most leaned-in audiences in live sports and events to show the impact of an ad exposure in streaming on cross-screen digital behavior like search and site visits,” said Danielle Brown, senior VP of data enablement and category strategy for Disney Advertising, in a statement. “This partnership helps build a solid foundation for industry adoption of new outcome-based measurement metrics that allow us to understand convergent TV ad performance,” added Michael Piner, executive VP of advanced advertising at Mediahub Worldwide. Disney also announced it would expand its multi-year relationship with Samba TV, one of the measurement alternatives climbing the ranks since Nielsen’s loss of accreditation in 2021. Last year, Disney conducted a 100-advertiser study with Samba TV, which utilizes first-party data collected from device-embedded software, to report reach and frequency across multiple screens. The results determined Disney’s effectiveness in showing advertising to audiences only once across multi-screen viewing. In some cases, a campaign delivered as high as 56% incremental reach, meaning over half of the viewers for Disney’s digital channels didn’t see the same ad on linear. The company shared these results as evidence of Samba TV’s validity for the new era of measurement, which requires the expansion of traditional metrics. To oversee its increasing efforts in measurement and data, as well as consult for media clients, Disney has hired Eric Cavanaugh, who previously served as senior VP of global research and data sciences at Publicis Media. Cavanaugh is now VP of measurement transformation and insights for Disney Advertising.

Disney outlines measurement strategy for streaming TV future

Featured Stories