Bullseye and Mickey are teaming up again. Target’s in-house media company Roundel is partnering with Disney Advertising Sales on a new offering designed to arm Disney’s TV advertisers with data about Target shopper behavior. Marketers who buy ads on a Disney channel, such as ABC or ESPN, will be able to see if their ad spurred product sales on a Target shelf, for example. The offering is specific to Disney’s linear TV channels and excludes properties such as Hulu or Disney Plus.
The companies plan to announce their new collaboration at Advertising Week in New York City on Wednesday.
“The intent is to unlock this level of transparency and accountability in performance that hasn’t been available in the marketplace because these capabilities haven’t come together before,” says Kristi Argyilan, president of Roundel. She adds that Target and Disney will be able “to go back to a CPG [advertiser] and show them that when they ran these spots with Disney, we saw this lift in their sales through the Target sales channel.” She highlighted Target’s ability to provide both online and brick-and-mortar sales data. The retailer has more than 1,800 locations.
Argyilan notes early talks with advertisers have already yielded excitement at being able to provide this “closed loop” level of data when it comes to linear TV measurement.
“On the linear TV side, we haven’t had the tools and measurement in the same way that we’ve been able to do that on the digital side and yet the largest share of advertising budget still sit there,” says Rita Ferro, president of advertising sales and partnerships at Disney.