In a major stride towards innovation, Disney is harnessing the power of artificial intelligence (AI) to introduce a cutting-edge advertising tool, “Disney’s Magic Words,” crafted exclusively for its Disney+ and Hulu platforms.
Disney’s Magic Words: AI for Personalized Advertising
This groundbreaking tool integrates AI and machine learning to analyze scenes, identifying content, brands, images, and moods within movies and TV shows on Disney+ and Hulu.
Personalized Messaging with Context
Disney’s Magic Words enables brands to leverage descriptive metadata, aligning commercials with the mood or theme of specific scenes. This allows advertisers to craft messaging that resonates with viewers on a deeper, more contextual level.
Beta Testing with Leading Advertising Firms
Disney has initiated an early beta test of its advertising product, collaborating with six global advertising giants: Dentsu, Omnicom, Horizon Media, GroupM, IPG Mediabrands, and Publicis Media. This collaboration aims to refine contextual advertising effectiveness through AI-driven insights.
Enhancing Ad Impact and Viewer Engagement
Rita Ferro, Disney’s global head of ad sales, highlights Magic Words’ ability to maximize the impact of advertisements by aligning them with viewer experiences and emotions. The strategic approach seeks to enhance viewer engagement and brand resonance.
Disney’s Response to Changing Landscape
Amidst the industry shift away from traditional broadcast and cable TV, Disney’s investment in streaming ad technology underscores its commitment to adapting to consumer preferences. With Disney+ attracting over 1,000 advertisers in its first quarter, CEO Bob Iger affirms the company’s dedication to revolutionizing streaming ad experiences.
Disney’s integration of the Magic Words tool reflects its proactive approach to meeting the evolving demands of advertisers and viewers in the streaming era.
