Disney Uses AI for Contextual Advertising on Streaming Platforms
| IOP Desk - 10 Feb 2024

IOP News Desk

New Delhi, February 10, 2024 —Walt Disney is using artificial intelligence to revolutionize advertising on its Disney+ and Hulu streaming services. Dubbed "Disney's Magic Words," this innovative tool tailors commercials to match the mood of specific scenes within movies or television series.

Utilizing a blend of AI and machine learning, Disney's Magic Words analyzes and tags scenes across its vast library, identifying contents, brands, images, and mood. Advertisers can then use this metadata to personalize messaging, connecting with audiences on a deeper emotional level.

Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group, describes this advancement as a game changer, enabling advertisers to move beyond broad demographics and target specific audience emotions.

Disney has partnered with six global advertising giants, including Omnicom, for an early beta test of this advertising product. The new ad features were unveiled last month at the Consumer Electronics Show in Las Vegas.

Rita Ferro, Disney's Global Head of Ad Sales, emphasizes how this feature maximizes message impact by resonating with viewers' experiences. This investment in streaming ad technology aligns with the industry trend away from traditional TV viewership.

Disney CEO Bob Iger highlights the success of the ad-supported version of Disney+, attracting over 1,000 advertisers in the first quarter alone. He envisions Disney's streaming portfolio as the ultimate destination for brands in the future.

Joe Earley, President of Disney's Direct-to-Consumer Business, notes that half of Disney+ subscribers opt for the ad-supported version, indicating a strong demand for advertising opportunities. Disney's years of experience in refining ad technology, particularly for streaming, position it as a leader in this evolving landscape.

With its commitment to innovation and technology, Disney continues to redefine the streaming advertising space, ensuring its platforms remain attractive to both viewers and advertisers alike.


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