Amazon strikes new advertising deal, this time with Disney
Amazon strikes new advertising deal, this time with Disney
The company is continuing a big week in advertising partnerships by striking a new agreement with the House of Mouse.
Amazon’s deal-makers are plenty busy these days. The company is making advertising agreements left and right this week, and the latest pact is with another of the largest media firms in the United States. Following a deal with Roku that will cover roughly 80% of streamers in the United States, Amazon now has a new advertising deal with Disney, which should give marketers even more access to premium inventory.
Key Details:
- Come together: Disney’s Real-Time Ad Exchange and Amazon’s demand-side platform are being integrated.
- More ads?: The combination likely won’t lead to viewers seeing more individual advertisements.
- Who’s next?: Amazon also announced a new advertising deal with Roku this week.
The deal between Amazon and Disney will see the Disney Real-Time Ad Exchange integrated with Amazon’s demand-side platform (DSP). The coming together of these ad divisions will give ad buyers better opportunities and more targeted data, which will ideally lead to an uptick in the effectiveness of those ads. This should theoretically benefit both the advertisers and the viewers.
The agreement will allow for curated deal packages and will leverage Disney Select, the company’s proprietary data suite. In addition, advertisers on Amazon DSP will be able to create specialized campaigns that are tailor-made by combining audience data gleaned from Disney as well as shopping habits provided by Amazon. One example provided is a pet food brand that could reach viewers who watch Disney programming, as well as show interest in pet products that can be found on Amazon.
“We’re breaking down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers,” Amazon DSP VP Kelly MacLean said. “By connecting Disney’s premium content with Amazon’s deep consumer understanding, we’re creating advertising that works better for everyone – brands reach the right audiences, publishers maximize their inventory value, and viewers see more relevant ads.”
For customers, this doesn’t necessarily mean there will be more commercials with content on Disney+ or Prime Video, but it could mean more efficiently targeted ads on those platforms. By being able to serve viewers with ads that more accurately reflect the types of products they are interested in purchasing, streaming services will be able to provide a higher return on investment to the advertisers, while making for a more productive and engaging experience for viewers.
“Disney has been on a decades-long journey to unlock data and insights that reflect how our audiences watch and engage with our content,” Disney ad exec Matt Barnes said. “That knowledge has helped us move the needle for our clients and deliver better results–and this integration raises the bar for the wider industry.”
Amazon has also made an advertising deal with Roku this week, as the two companies announced on Monday. That agreement will allow advertisers to reach more than 80% of connected-TV households in the U.S.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.