Disney Elevates CTV Strategy with Shoppable and Advergaming Formats

Disney is enhancing its connected TV (CTV) advertising strategy with the introduction of shoppable and “advergaming” formats, aiming to merge interactive entertainment with ecommerce. Partnering with BrightLine, Disney has rolled out these innovations on Hulu and ESPN, marking a significant step in transforming traditional ad experiences into engaging, interactive formats.

The new “advergaming” formats bring gamification to ads, featuring elements like trivia challenges and beat-the-clock games. These formats, initially introduced with Topgolf as the charter advertiser, engage viewers by integrating gameplay directly into ad breaks. In the Topgolf experience, users can perform virtual golf swings using their TV remotes, creating an immersive interaction that keeps audiences entertained while interacting with the brand.

In addition to the advergaming formats, Disney has collaborated with Kerv, an artificial intelligence firm, to develop three new shoppable ad formats: Sync, L-Bar, and Impulse. These formats utilize QR codes, dynamic graphics, and product carousels to facilitate seamless transactions directly from CTV. Earlier in the spring, Target and Nespresso piloted the Impulse format, which displays a product image alongside a QR code, prompting viewers to scan and shop effortlessly via their smartphones.

“Brands come to Disney with the intent of delivering new, unique advertising experiences for consumers that both drive engagement and provide a seamless viewing experience,” stated Jamie Power, Disney’s senior vice president of addressable sales. These innovative formats are designed to connect advertisers with audiences in dynamic ways, encouraging prolonged viewer engagement and driving ecommerce traffic.

The introduction of these interactive ad formats follows Disney’s earlier foray into shoppable content with the Gateway Shop, launched in January. The Gateway Shop allows brands like Unilever to integrate commerce elements directly into streaming content on platforms like Disney+ and Disney Advertising’s programmatic marketplace.

Disney’s move into shoppable and gamified ads aligns with broader industry trends, as publishers explore ways to blend content and commerce more effectively. Amazon, for example, recently launched a similar shoppable ad concept for its Prime Video service. While shoppable ads have gained traction, the advergaming approach remains a pioneering effort, aiming to capture viewer attention through interactive gameplay during ad breaks.

Michael Bologna, chief accelerator at BrightLine, emphasized the innovative potential of advergaming: “At BrightLine, we believe in pushing the boundaries of what’s possible in advertising. These interactive advergaming experiences are a perfect example of how we can engage viewers in new and exciting ways.” This approach could redefine viewer engagement by making advertising an integral part of the entertainment experience rather than a separate interruption.

Disney’s enhanced CTV strategy reflects its broader goal of making streaming more profitable by combining entertainment with ecommerce, a strategy highlighted by its recent partnership with Walmart. This collaboration aims to leverage Walmart’s retail media to refine targeting and measurement of CTV campaigns, thereby optimizing ad effectiveness.

For further details on Disney’s latest CTV advertising initiatives, you can read the full article on Marketing Dive.

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