Disney has been expanding its roster of measurement partners. Dana McGraw, senior VP, audience modeling and data science at Disney, said the company’s approach to curating partners one by one has been both based on feedback about challenges for individual brand categories in streaming as well as to allow advertisers to tie learnings from measurement partners into targeting with Disney’s first-party audience data.
“Obviously our goal is to enable measurement for brands to be able to see how their campaigns are performing—and now, not only to see how they’re performing, but to leverage that data over time to improve performance at the start of a campaign,” said McGraw.
As such, two new measurement partnerships aim to aid different advertiser needs. Lucid Impact Measurement by Cint delivers metrics such as ad recall, consideration, purchase intent and brand favorability to brands faster. McGraw said these insights are typically available to brands well after the end of a campaign, but by partnering with Lucid, Disney will be able to share metrics with advertisers while the campaign is still running. Disney noted NBA 2K24, The Hershey Co. and Josh Cellars as initial brands that utilized the metrics.
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On the other end of the marketing funnel, a new partnership with Innovid will deliver real-time business attribution data to advertisers. DoorDash and its media agency, Wavemaker, were early users of Innovid to measure advertising on Disney.
“DoorDash has advanced measurement needs, and Disney is adept at addressing not only our everyday KPIs but also in tying media into our larger business goals,” said Evelyn Lopez Mendoza, director of growth marketing at DoorDash, via email. DoorDash and other delivery services in particular have been eager to activate TV commerce ads as platforms develop the tech to order while binging.
Both partnerships will feature unique dashboards created for Disney advertisers, and allow advertisers to evaluate campaign performance and adjust to increase results during the campaign.
In addition to the measurement partnerships, Disney gave updates on its tech advances since last year’s Tech and Data Showcase. The company announced new access for interfacing with its data clean room, particularly notable as brands strategize for the post-cookie future. Additional cloud services include Amazon Web Services and Google Cloud and a new partnership with clean room tech company Habu to launch an easy-access portal for advertisers.
And in Disney’s quest to automate a significant portion of its sales processes, it announced Disney+ and ESPN+ inventory will become available through its self-service ad platform this year, and will also expand for use globally.