Disney’s Revolutionary Advertising Tool: Personalizing Ads Based on Viewer Emotions
Disney is stepping into the future of advertising with a groundbreaking tool called “Disney’s Magic Words.” This innovative approach combines the power of artificial intelligence and machine learning to revolutionize how brands connect with viewers on Disney+ and Hulu.
Imagine watching your favourite movie or TV series and seeing commercials that perfectly match the mood of each scene. That’s exactly what Disney’s Magic Words aims to deliver. By analyzing and tagging scenes across its vast library, Disney can identify not just the contents and brands featured but also the emotions evoked in each moment.
For advertisers, this means a shift from targeting broad demographics to engaging specific audiences based on the emotions they’re experiencing while watching. Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group, describes it as a game changer in connecting with consumers on a deeper level.
Disney has partnered with six global advertising giants, including Omnicom, Dentsu, and Publicis Media, for an early beta test of this tool. The goal is to enable advertisers to craft personalized messages that resonate with viewers on a profound level.
Rita Ferro, Disney’s Global Head of Ad Sales, highlights how this feature allows advertisers to maximize the impact of their messages by aligning with the concepts viewers are experiencing in real time.
This move by Disney comes at a time when traditional TV viewership is declining, prompting advertisers to seek new ways to reach audiences. With Disney’s investment in streaming ad technology, they’re not just adapting to the changing landscape but pioneering a new era in advertising.
During the company’s quarterly investor call, CEO Bob Iger emphasized the exponential growth of the ad-supported version of Disney+, attracting over 1,000 advertisers in the first quarter alone. This demonstrates the immense potential for brands to leverage Disney’s streaming platforms as the ultimate destination for reaching their target audience.
Joe Earley, President of Disney’s Direct-to-Consumer Business, emphasizes the company’s years of experience and dedication to refining ad technology specifically for streaming platforms. With Hulu’s success as an advertising-supported service since 2008, Disney+ seamlessly integrates advertising into its platform, offering viewers a choice between ad-supported and ad-free options.
In essence, Disney’s Magic Words not only enhances the viewing experience for audiences but also opens up a world of possibilities for advertisers to connect with consumers on a deeper, more meaningful level in the ever-evolving landscape of streaming entertainment.
