Deploys New AI Tool for Tailored Ads on Disney Hulu: Tech Updates

This tool utilizes AI and machine learning to analyze and tag scenes in its content library, identifying content, brands, images, and mood. Advertisers can then use these descriptive tags (metadata) to personalize their messages based on specific scenes or moods within a movie or TV series.

Geoffrey Calabrese, Chief Investment Officer of Omnicom Media Group, expressed the significance of moving beyond broad demographics and connecting with specific audiences through the use of “magic words.” Omnicom is among the six global advertising companies participating in the early beta test of this advertising product, along with Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicis Media.

Also Read: Deploys New AI Tool for Tailored Ads on Disney Hulu

Rita Ferro, Disney’s Global Head of Ad Sales, highlighted that this feature enables advertisers to maximize the impact of their messages by resonating with concepts that viewers experience. This move by Disney reflects the industry trend of advertisers shifting away from traditional TV towards streaming platforms. Disney’s investment in streaming ad technology aligns with changing viewer behavior, as seen in the decline of traditional TV viewership.

Disney’s CEO Bob Iger stated that the ad-supported version of Disney+ has attracted over 1,000 advertisers in the first quarter, marking a significant increase from its launch. The company’s commitment to evolving technology positions its streaming portfolio as a premier destination for brands in the years to come.

Joe Earley, President of Disney’s Direct-to-Consumer Business, emphasized Disney’s extensive experience in refining ad technology specifically tailored for streaming, with Hulu having pioneered ad-supported streaming since 2008. Disney+ is positioned to be a leading force in the streaming landscape, offering both ad-supported and premium subscription options.

Also Read: Deploys New AI Tool for Tailored Ads on Disney Hulu

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