The Walt Disney Company announced the introduction of a product that will enhance how advertisers will explore ad spaces across their platforms. The announcement was made during Disney’s virtual upfront pitch event and it will re-establish how marketers and advertisers will use their space including Hulu.
According to AdAge, the new product by the company known as Disney Hulu XP will enable marketers to make one purchase or buy at one price while running the ad on all Disney digital platforms/portfolio. The ads will be guaranteed on complete views, and it is enabling a complete unified programmatic approach that will allow the use of client audience data to enhance targeting and provide the space and ability for marketers to measure and brand their frequencies across Disney digital portfolio. Disney will also provide one storefront that houses one invoice and all biddable video inventory.
The advertising publication further explains that in the past, Disney did not have the right monopoly approach of selling ad space on Hulu. As such buying or selling ads on the platform were entirely decentralized. Therefore, one of the biggest challenges for the company was how to tackle ad clutter on Hulu.
“Some holding companies had a significant buy with us and a significant buy with Hulu. Now we can manage the number of ads and number of times an ad is seen and managed across brands and campaigns,’’ Said Rita Ferro, President of Advertising Sales at Disney.
While Hulu has been trying to solve clutter problem for years, they have also been exploring new approaches to display ads to clients and viewers. Hulu optimized pause ad approach where viewers can easily pause a program when an ad they are interested in appears. Ferro added that Disney looks for ways to manage and implement such formats across all its platforms.
Disney is not only trying to get Hulu ads in place, but it also aims at enabling advertisers to purchase ad spaces seamlessly.