Sanjay Joshi’s Post

Remember when advertising was a tangled web of complexity? 🕸️ More ad partners are joining the battle against tedious traditional ad buying. The Walt Disney Company recently announced DRAX Direct, an expansion of its Disney Real-Time Ad Exchange (DRAX) programmatic ad platform. The expansion includes custom integration with both The Trade Desk and Google's DV360. This means more streamlined access to premium inventory across Disney's platforms, and unprecedented precision and efficiency in audience match. With the rise of CTV advertising, this move proves more important than ever. 💡 #Advertising #Streaming #CTVads #DRAXDirect #Disney

2024 is going to be about the ad break experience in CTV. This means increased targeting & controls for ad buyers, and a seamless experience for streaming audiences! This is great to see, and is also enabling new advertisers to enter CTV for the very first time! In 2023, over 4,500 advertisers and 1,000 agencies transacted on Disney Campaign Manager, with many of those brands being first-time streaming advertisers. It’s also clear that viewers, suffering from subscription fatigue, are embracing a TV-like ad experience with ads interspersed throughout their content. #CTV #Streaming #AVOD #FAST #SVOD #AdTech

In 2021, the House of Mouse (The Walt Disney Company) stated its ambition to generate more than 50% of its #adrevenue through #programmatic sales by the close of 2024 with the debut of the Disney Real-Time Ad Exchange (#DRAX). The entertainment giant is on course to exceed its earlier-stated goal and now hopes to generate 75% of ad revenues through programmatic; a key tactic in this strategy is the launch of DRAX Direct, an initiative that will see it integrate directly with demand-side platforms. Google’s DV 360 and The Trade Desk are DRAX Direct’s launch partners, a development the entertainment giant is characterizing as a “landmark agreement.” This development will unify access to streaming inventory across Hulu and Disney+ for #advertisers of all sizes and represents a notable footnote in the annals of supply path optimization. #dsp In this piece by Ronan Shields, we speak to Rita Ferro of Disney Advertising, Tim Sims, Sean Downey, and Lauren Fisher of Advertiser Perceptions.

This one seems like an interesting new roll out from The Walt Disney Company While they still continue to be the world’s largest #media company, with the dynamic shifts towards programmatic planning and buying at the same time the growing #connectedtv space, DRAX direct could very well be an opportunity to consider for #brands In fact with their partnership with DV360 and The Trade Desk this could even mean easier penetration into the media plans and getting them faster in Partnerships is the name of the game with the #digitaladvertising pie getting only larger globally https://lnkd.in/dvafGudX

Netflix is making significant strides in the advertising world. Since launching ads in 2022, it has faced challenges with scale and targeting. But recent updates show its commitment to change. Key highlights: 1. Growth: Ad-supported plan now has 40M monthly active users, up from 23M in January. 2. Proprietary Ad Tech: Netflix is launching its own ad tech platform, starting in Canada, with global rollout by end of next year. 3. New Partnerships: Teaming up with iSpot, TVision, The Trade Desk, Google’s DV360, Magnite, and more to enhance ad measurement and programmatic capabilities. 4. Live Sports: Streaming NFL Christmas Day games and WWE Raw starting in 2025. 📈 Future Direction Netflix’s saggressive strategy to control its ad tech mirrors its dominance in streaming technology. By lessening reliance on partners like Microsoft and enhancing transparency and control for agencies, Netflix aims to provide a more robust and advertiser-friendly platform. The foray into live sports could make Netflix more attractive option for advertisers. As Netflix continues to innovate and expand its ad offerings, it’s clear the platform is positioning itself to compete vigorously with traditional broadcasters and digital giants alike. #Netflix #AdTech #DigitalAdvertising #Streaming #AVOD #BVOD

Peter Adams of Marketing Dive: Disney deepens CTV strategy with new shoppable formats, ‘advergaming.' Disney is trying to level up its connected TV (CTV) strategy with new ad formats that integrate games and shoppable features. The gamified offerings, or “advergaming” formats, are coming exclusively to Hulu and ESPN as part of a partnership with BrightLine. A trivia game and beat-the-clock challenge are available at launch, with Topgolf acting as charter advertiser of the latter. Disney also worked with artificial intelligence firm Kerv on three formats, called Sync, L-Bar and Impulse, that use a mix of QR codes, graphics and product carousels to drive transactions via CTV. Target and Nespresso tested Impulse for campaigns running earlier in the spring. https://buff.ly/3VkiDQW via @marketingdive

Exciting times in the world of Connected TV! As brands pivot ad spend to streaming platforms, the fusion of branding and performance marketing—dubbed "Brandformance"—is taking centre stage. With platforms like Amazon Prime Video and Netflix leading the charge, CTV offers unprecedented tracking and targeting capabilities. But, the fragmented landscape poses challenges. At Epsilon, we're all about turning these challenges into opportunities. Our identity helps brands navigate this complexity, ensuring their messages reach genuine audiences while protecting privacy. The ability to integrate first-party data—right in consumers' living rooms—is sparking excitement across the retail media landscape. Let's embrace the future of advertising and make every £ count! https://lnkd.in/eSSq-Fke #CTV #Brandformance #EpsilonInsights

Disney Advertising uses Affinity Solutions to demonstrate that their campaigns are twice as effective at driving incremental spending compared to industry benchmarks. Brands use our purchase data to optimise their media spend and publishers use it to demonstrate why brands should advertise with them. #consumerpurchaseinsights #measurement

Exciting Developments in the world of CTV advertising! With more standardized advertising formats across CTV platforms like Disney+, Roku, Peacock, and, largest of all, YouTube, the living room has never been easier to reach with digital advertising. Ad dollars placed into connected TV are expected to rise 14.9% in North America in 2024, up from 9.4% in 2023, underpinning a promising shift that further establishes YouTube as a core avenue to reach audiences wherever they watch.

✨ Disney is no stranger to magic, and their latest reveal at the Disney Tech & Data Showcase has brought a wave of fresh and exciting opportunities to both the entertainment and advertising realms! Advertisers can now purchase ads across Hulu and Disney+ within a single campaign. There's also a lineup of new shoppable ad formats and improved streaming measurement tools. Plus, they expanded their clean room offering and teased Disney’s Magic Words - a contextual advertising format driven by advanced data. With The Walt Disney Company leading the charge in innovation, CTV ads are poised to play a more pivotal role in future campaigns. Dive into this article to discover more about CTV advertising and unlock the secrets to success in this ever-evolving landscape. ✨ #DisneyMagic #CTVAdvertising #ProgrammaticAdvertising