The Walt Disney Co.’s advanced advertising suite is expanding its offerings by bringing its Disney Media Networks program offerings to the Addressable TV beta test presently being conducted by Nielsen.
With Disney’s participation, its networks will gain the opportunity to test, evaluate and experience the Addressable TV platform ahead of its commercial launch.
The news comes as part of an offering expansion for Disney’s Luminate, its unified suite of advanced advertising capabilities, such as attribution, data-driven linear and expansive data targeting.
With the addition of Disney, the nine participating programmers in the beta program represent 75% of linear TV impressions in the U.S., Nielsen says.
“At Disney, we are focused on delivering innovative ad solutions that bring our loyal audiences closer to the brands they love,” said Disney Advertising Sales SVP/Cross Portfolio Solutions Laura Nelson. “Over the past several years, we have taken steps to enable our commercial inventory in an addressable first way and this is just the latest example. We are excited to be part of Nielsen’s Addressable TV Beta Program and we are optimistic that their technology and advanced addressable capabilities will serve our unique needs and that of our advertisers.”
Insights from the beta program will help Disney understand how the Nielsen technology integrates into their existing advertising ecosystem and how it can be leveraged across Disney’s programming options.
The technology allows for ad insertion on linear TV channels.
Nielsen Advanced Video Advertising GM Kelly Abcarian says, “As the media industry evolves, it’s crucial that TV programmers have control and flexibility over how to best monetize their inventory. We look forward to working with Disney to scale the value of addressability as they blend the magic and creativity of their content with advanced audience delivery capabilities to deliver on the flexibility and value their advertisers are expecting.”
The news comes as Disney Advertising Sales is engaging Samba TV to offer advertisers a unique cross-platform attribution tool across categories and conversion metrics. “This end-to-end solution has the potential to measure KPIs across linear, digital and Connected TV,” Disney says. This would include ABC, ABC News, all Disney online/mobile/social platforms, ESPN’s suite of delivery vehicles, Freeform, FX Networks, National Geographic Networks and the increasingly popular Hulu OTT platform.
The Luminate pact with Nielsen follows the recent announcement of a partnership between Disney Advertising Sales and Xandr, for use of its Invest TV product.