Walt Disney is pioneering a groundbreaking approach to advertising on its streaming platforms, Disney+ and Hulu, through the integration of artificial intelligence (AI).
Termed “Disney’s Magic Words,” this innovative tool leverages AI and machine learning to analyze and categorize scenes within movies and TV shows, identifying elements such as content, brands, images, and mood.
By harnessing this metadata, advertisers can tailor their commercials to match the specific context and emotional tone of a scene.
The introduction of “Disney’s Magic Words” represents a paradigm shift in contextual advertising, moving beyond traditional demographic targeting to connect with viewers on a more emotional level.
Geoffrey Calabrese, Omnicom Media Group’s chief investment officer, lauds the tool as a game changer that allows advertisers to engage with audiences based on their emotions, rather than broad demographics.
Disney has enlisted the participation of six global advertising giants, including Omnicom, Dentsu, and GroupM, in an early beta test of the advertising product. This collaboration underscores Disney’s commitment to innovation and its recognition of the evolving landscape of advertising in the streaming era.
Rita Ferro, Disney’s global head of ad sales, emphasizes the potential of the tool to enhance the impact of advertising messages by aligning them with viewers’ experiences and emotions.
This initiative comes at a critical juncture as advertisers increasingly shift their focus from traditional TV to streaming platforms, mirroring changes in viewer behavior.
Despite a decline in advertising revenue, Disney remains optimistic about the future of its streaming advertising business. CEO Bob Iger highlights the rapid growth of advertisers on the ad-supported version of Disney+ and underscores the company’s commitment to technological innovation in the streaming space.
With half of Disney+ users opting for the ad-supported version, the company’s investment in advanced ad technology tailored for streaming platforms positions it as a leader in the evolving landscape of digital advertising.
