By Alyssa Boyle
The Mouse House is moving forward with its plan to automate its advertising sales as much as possible. Next: Programmatic self-service.
On Wednesday, Disney announced the addition of its own chart to Disney Campaign Manager, which it rebranded as Hulu Ad Manager earlier this year.
The goal of the rebrand is to emphasize that Disney’s self-service platform will come with streaming stock beyond Hulu starting next year, adding Disney and ESPN (for now, though, only Hulu will be available in self-service form).
Location-based targeting is rarely very accurate on a linear level, as evidenced by the electorate receiving classified ads for topics or applicants they can’t even vote for.
Since Disney Campaign Manager opened self-service access earlier this year, about 800 agencies that have never worked with Disney before have joined the platform, a quarter of which are hyperlocal advertisers. The rest are agencies that work primarily in search and social media, but are starting to shift some of their budgets to CTV.
According to Disney, the number of local advertising investors it works with has increased by 50%, thanks largely to its self-service offering.
Begin
One of the reasons self-service is attractive to shoppers is that it lowers barriers to entry, said Gogi Gupta, chief executive of functional marketing firm Gupta Media, one of the agencies now leading Disney’s crusade.
The platform makes Hulu stock more available to a wider diversity of customers, Gupta said, and “the ability to manage campaigns ourselves provides us with faster turnaround times [for reporting] and more flexibility for artistic options. “
Disney Campaign Manager advertisers can upload their ad art and set campaign parameters such as budget, impression goals, and time-to-flight.
Shoppers can target their ads based on zip codes or district market spaces (DMAs), content genre, age/gender demonstrations, and interest-based segments such as audiences frequenting fast-food restaurants, drinking coffee, or looking for a new car.
Agencies can create audience targets in Disney Campaign Manager’s LiveRamp data marketplace, which provides access to third-party knowledge sets. And, starting this week, buyers can also combine that knowledge with Disney’s proprietary knowledge.
“We needed to make sure we didn’t just rely on third-party segments,” said Jamie Power, Disney’s senior vice president of addressable sales. First-hand knowledge is the next step needed to “deliver as much success as possible. “imaginable to [target] local audiences and markets,” Power said.
The ad buying itself is done through Disney’s ad server, not through the supply-side platforms that Disney uses for some of its other programmatic buys, such as Magnite.
Think of Disney Campaign Manager as an automated insertion order, but with more transparency in reporting, Donohue said.
Campaign metrics on the platform, in addition to the base success and frequency accounts, come from Innovid, an outcome-based metrics provider that attributes internet traffic, logo enhancement, and app installs.
Buy Local
Targeting and effects are what TV ad buyers are looking for when contemplating adding CTV to their media plans.
Buyers accustomed to reaching hyperlocal markets with linear addressing have been slow to check out streaming. In addition to TV’s addressable scale problem, CTV’s measurement criteria are still very poor.
Still, “local media corporations know it’s very complicated to create the [necessary] scale” for TV purchases, Donohue said. But promises of greater targeting and greater scale are causing them to rethink their stance on streaming.
In addition to adding its chart to the platform this week, earlier this year, Disney added the ability for local investors to negotiate fees, as well as expanding DMA-based geotargeting options. The company says it is now reaching more than a portion of the platform. U. S. population in 176 of the country’s 210 DMAs.
“Anything we serve a consumer nationally, we’ll do it locally,” Donohue said, “whether they transact with us directly or through automation. “
According to Donohue, demand is expected to continue to grow when Disney makes Disney and ESPN stock available in its self-service campaign manager next year.
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