Disney is pioneering a groundbreaking advertising tool, “Disney’s Magic Words,” leveraging artificial intelligence to dynamically tailor commercials to match the mood of specific scenes within its movies and TV series.
Contextual Advertising for Streaming Services:
This innovative tool, designed for Disney+ and Hulu, utilizes AI and machine learning algorithms to study and categorize scenes, identifying content, brands, images, and emotional tones.
Brands can capitalize on descriptive tags, or metadata, generated by “Disney’s Magic Words” to align their advertising with the mood and context of individual scenes, enabling more targeted and resonant messaging.
Empowering Advertisers with Emotional Connection:
Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group, underscores the transformative potential of this technology, emphasizing its ability to forge emotional connections with consumers on a granular audience level.
Disney has enlisted six global advertising giants, including Omnicom, Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicis Media, to participate in an early beta test of the advertising product, signaling widespread industry interest and collaboration.
Maximizing Advertising Impact:
Rita Ferro, Disney’s Global Head of Ad Sales, highlights how “Disney’s Magic Words” enables advertisers to enhance the resonance and effectiveness of their messages by aligning them with viewers’ experiences and emotions.
Disney’s investment in streaming ad technology reflects a broader industry shift away from traditional broadcast and cable TV advertising, as evidenced by declines in viewership and revenue.
Accelerated Growth in Ad-Supported Streaming:
Despite declines in traditional TV viewership, Disney reports significant growth in its ad-supported streaming offerings. CEO Bob Iger cites a tenfold increase in advertisers for the Disney+ service’s ad-supported version since its launch.
Joe Earley, President of Disney’s Direct-to-Consumer Business, emphasizes Disney’s long-standing expertise in ad-supported streaming, with Disney+ seamlessly integrating advertising technology honed through years of refinement.