Disney's New Ad Sales Tech Pathways

For two Disney Ad Sales executives overseeing implementation of these tools unveiled at the first of Disney39s three 2021 virtual Upfront presentations early reaction suggests that this enrollment mission will be accomplished in successful fashion quotThere39s been a lot of excitement around this work and we39re excited to offer this at broad scalequot says Dana McGraw the unit39s vice president of audience modeling and data science quotWe39ve seen a lot of excitement among both brands and agencies over what we39ve announcedquotquotProgrammatic buying and selling is all about getting smarter and more efficient with the audiences we39re trying to reachquot adds Matt Barnes senior director of programmatic sales at Disney Advertising Sales quotThe advantage we bring is marrying programmatic to our content and giving advertisers the best of both worlds That39s the offering people have been asking about for years with the goal of how we do that at scalequotDRAX short for Disney RealTime Ad Exchange is the company39s new tech tool to tap into a more efficient programmatic sales cycle Under this automated process clients can both choose and control what ad campaigns are implemented and where they run be it Freeform ESPN ABC Hulu or another Disneyowned programming service with a commercial load Along with this ability users can make inventory commitments anytime in programmatic fashionWhat DRAX makes possible for Barnes and his colleagues is that it quotallows us to bring bidable deals to an equal priority in ad servers so that brands are better able to activate at scale and be successful in a bidable environment versus a traditional programmatic guarantee environmentquot he explains quotWhat DRAX is doing is grounding out our offering to allow clients to transact against the whole portfolio of programmatic inventory at scale in whichever way is best for themquotMcGraw39s staff will be dealing with Disney Select another of the company39s new tech pathways to generate 2021 Upfront commitments Select is a databank housing information on 1000 audience segments arranged by demographic or psychographic Sales personnel can retrieve data from Select to pinpoint then examine behavior or purchasing trends that can impact specific campaignsquotWe39ve also built it around machinelearning expertise that allows us to build custom modelsquot McGraw says quotIt39s built toward meeting category needs We have robust firstparty data and we39ve built out a data science team allowing marketers to leverage the audience segments that we servequotHotelmotel chain Marriott International is among the advertisers excited by Disney39s latest sales tech efforts quotCompanies like Disney have a wealth of insights that can enrich our IP data in a brand and privacysafe environment with the means to engage people across devices and mediaquot Marriott senior vice president of marketing channels and optimization Andy Kauffman elaborates in a statement provided to MediaVillageFor Rebecca Traverso marketing vice president at bra maker ThirdLove advancements like Select showcase how Disney39s services quothave proven Disney to be strong strategic partners that understand our business our consumers and how to engage them with compelling content that our brand continues to leverage for growthquotBoth Select and DRAX are formatted to work in agnostic fashion with any company coming from any product category quotWe39re building such a robust set of segmentation that we can address each category uniquelyquot McGraw saysAs Disney moves toward implementation of an endtoend fully addressable and programmatic ad sales platform by 2024 when 50 percent of annual revenues from addressable and linear ads will emanate from programmatic transactions investigations are underway to create programmatic tech and data retrieval compatible with interactive ad or commerce projects quotThat39s something we39re really excited aboutquot Barnes says quotHow we evolve this programmatic business to include all those products beyond the traditional ad message unitquotquotWe want to enable our solutions across all ad typesquot McGraw adds quotOur road map strategy is to be able to enable whatever kind of ad you39re buyingquotAt this point what39s in McGraw39s sights to deliver next is quicker more precise data delivery to marketers quotWe39re also thinking about frequency shaping and sequential messaging that39s platformagnostic over time no matter what platform people consume content onquot she notes quotBeing able to serve messages in the right sequence at the right time across these platformsquotContent development is the focus of Disney39s next virtual Upfront presentation March 23 The third and final presentation will take place May 18Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Disney's New Ad Sales Tech Pathways

Author

Publish date

Channel

Archived in

Simon Applebaum

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Disney's New Ad Sales Tech Pathways

Enjoying This Commentary? There's More to Love

Simon Applebaum

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies