Disney Previews the Future of Innovation and Advertising at Fourth Annual Tech & Data Showcase
At the fourth annual Tech and Date Showcase at the Consumer Electronics Show (CES) in Las Vegas, Disney gave audiences a glimpse at some of their upcoming innovations.
Credit: Disney
“Disney connects our clients to world-class entertainment, sports and programming with proven engagement that cannot be found anywhere else.” said Rita Ferro, President, Global Advertising, The Walt Disney Company. “Our industry-leading technology and data capabilities, paired with our global scale and reach, allows us to deliver intentional, and impactful experiences to consumers, while driving performance and effectiveness for brands. Who else can say that?”
Bob Iger Kicked Off the Presentation
After Bob Iger opened the showcase with a message reinforcing the company’s commitment to innovation, Ferra shared that advertisers now buy ad space on Huli and Disney+ in a single campaign. The capability, she revealed, was made possible by “the company’s award-winning unified technology stack.”
(Charley Gallay / Getty Images for Disney)
Ferro also announced Disney’s Magic Words, the company’s first-to-market contextual advertising format using advanced data.
The new technology allows Disney to analyze scenes from across their library to capture a mood or moment and help advertisers tailor their messaging around that emotion.
Photo: The Walt Disney Company
Other Announcements
Other announcements made at the event included:
Photo: English Jargon
Clean Room Expansion- “Disney has expanded its roster of cloud services powering Clean Room interoperability to include Amazon Web Services (AWS) and Google Cloud. Separately, Disney and Habu have introduced a dedicated portal that simplifies the way clients set up a Clean Room.”
Disney Campaign Manager- Disney+ and ESPN+ inventory will be made available through Disney Campaign Manager in 2024.
Gateway Shop and Shop The Stream- The new Gateway Shop will allow consumers to access personalized offers for purchase from a retailer without leaving what they are viewing. Additionally, viewers will soon be able to explore products they see on TV straight on their second screen.
Innovid and Lucid- Disney will bring metrics and consideration to marketers in real-time through a collaboration with Lucid Impact Measurement by Cint. Additionally, they will help brands achieve actions or outcomes with Innovid.
Generation Stream Global- Disney’s in-house research study focused on industry streaming will continue to help the company understand how to best connect with streamers.
Photo: Disney
Also announced during the presentation was that tickets for D23 will go on sale on March 26. The fan club is also expanding and holding an event in Brazil.
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