What's Happening?
Disney has announced a series of adtech updates during its annual Tech and Data Showcase at CES, focusing on enhancing advertiser efficiency through AI and new metrics. The company introduced a video creation tool for advertisers, allowing them to create commercials tailored for connected TV (CTV) using brand assets and guidelines. Additionally, Disney is implementing an AI-powered planning tool to streamline campaign strategies, aiming to make them more intentional and outcome-focused. The Disney Compass Brand Portal is also being expanded to provide a comprehensive view of brand performance across campaigns, with AI-powered summaries and category benchmarks. Furthermore, Disney introduced a new Brand Impact Metric to measure the effectiveness
of ad placements, focusing on attention, brand health, and search impacts.
Why It's Important?
These developments are significant as they represent a shift towards more data-driven and efficient advertising strategies, potentially transforming how brands engage with audiences. By leveraging AI, Disney aims to provide advertisers with clearer insights into campaign performance, which could lead to more effective media investments. This move is likely to impact the advertising industry by setting new standards for campaign measurement and optimization, encouraging other companies to adopt similar technologies. The introduction of vertical video on Disney+ also highlights a trend towards more personalized and engaging content delivery, which could influence consumer viewing habits and expectations.
What's Next?
As Disney continues to integrate AI into its advertising strategies, it is expected that other media companies will follow suit, leading to a broader industry shift towards AI-driven advertising solutions. Advertisers may need to adapt to these new tools and metrics to remain competitive, potentially reshaping marketing strategies across various sectors. The success of these initiatives could also prompt further investment in AI technologies, driving innovation in content creation and delivery. Stakeholders, including advertisers and media companies, will likely monitor the impact of these changes closely to assess their effectiveness and potential for broader application.
