Disney Advertising and Amazon Ads unite their strengths to offer streaming buyers new options
The advertising divisions of Amazon and Disney unite their forces to open new opportunities for streaming buyers.
As part of the partnership, the exchange of real-time ads from Disney and the Amazon side request platform (DSP) are being integrated. The team-up will give advertisers direct access to Disney Premium Inventory on Disney +, ESPN, Hulu and other platforms. Buyers will also be able to obtain data from the two companies that will make targeting more precise and more effective income, companies said.
The initiative was announced in Cannes Lions, one day after the Amazon DSP also forged a major pact with Roku, giving advertisers access to more than 80% of American connected television households.
The Amazon-Disney pact will provide offers of tenders organized via products such as the contextual targeting of Disney Magic Words and the upcoming connection with Disney Select, the Disney owner data offer.
Advertisers on Amazon DSP will also soon be able to create specialized campaigns corresponding to Disney audience data with navigation, streaming and purchase of information from Amazon advertisements. Allowing specialization will be a direct collaboration between Amazon Publisher Cloud and Disney Compass, a data collaboration platform offering transparent access to all of its planning, activation and measurement capacities.
In an example provided by Amazon and Disney, a brand of pet food could reach viewers who watch Disney programming and take an interest in pet products sold on Amazon.com.
Kelly Maclean, vice-president of Amazon DSP in Amazon Ads, described the collaboration “a leap forward in advertising efficiency”. She added: “We decompose traditional barriers between content and trade signals, allowing advertisers to provide more significant experiences to viewers. By connecting Disney’s premium content with the deep understanding of Amazon consumers, we create advertising that works better for all – brands reach good audiences, editors maximize their inventory value, and viewers more relevant. ”
By connecting with Amazon, “we allow greater accessibility to inventories and audience signals which result in significant results for advertisers taking advantage of Amazon DSP,” said Matt Barnes, vice-president of programmatic sales, Disney Advertising. “Disney has made a trip of several decades to unlock data and ideas that reflect the way our audience looks and engages with our content. This knowledge helped us move the needle for our customers and provide better results – and this integration increases the bar for wider industry. ”
Amazon and Disney will start implementing integrations with a limited group of advertisers in the coming months. Disney + Inventory is also available via Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkiye and the United Kingdom – allowing Amazon DSP customers to access them in these territories.
