Disney’s New AI-Backed Advertising Tool: Revolutionising Contextual Advertising

The advertisers are shifting from traditional broadcast and cable TV. Disney has invested in streaming ad technology and it highlights their commitment. This AI-backed technology aims to redefine how brands connect with audiences on Disney+ and Hulu, using artificial intelligence for commercials with specific scenes or moods within the content.

What is “Disney’s Magic Words”?

“Disney’s Magic Words” is an advanced advertising tool, that uses AI and machine learning. It examines scenes from movies and TV shows on Disney+ and Hulu, understanding the mood, content, and brands. It then generates metadata tags and allows advertisers to target specific scenes or moods, helping in creating personalized messages that resonate with viewers emotionally.

How Does “Disney’s Magic Words” Work?

“Disney’s Magic Words,” is a contextual advertising tool. Currently in beta testing with major partners like GroupM, OMG, IPG Mediabrands, Publicis Media, Dentsu, and Horizon Media. This tool uses AI-based research to look at on-screen content, including items, characters, brands, and the mood of scenes. Using proprietary metadata tagging, it labels the extensive content library, allowing advertisers to target and customize ads based on specific moments, moods, or emotions.

How does “Magic Words” Improve Advertising?

This tool is like a shift from broad demographics to specific audience targeting. Advertisers, including major global firms like Omnicom and Dentsu, can use it to refine their existing strategies by aligning their commercials with viewer experiences and emotions. This will be a strategic move and will help in maximizing the impact of advertisements, improving viewer engagement and brand resonance with the audience.

Disney’s Response to Changing Ad Landscape

Disney has strategically adapted to the evolving consumer preferences by investing in streaming ad technology. This investment highlights Disney’s commitment to staying ahead. Disney+ has already attracted over 1,000 of them in its first quarter. CEO Bob Iger underscores the company’s unwavering dedication to revolutionizing the streaming ad experience, with technical advancements and creative tools like “Disney’s Magic Words.”

Beta Testing with Global Advertising Firms

In a strategic move to fine-tune the effectiveness of its groundbreaking tool, “Magic Words,” Disney has initiated an early beta test involving collaboration with six major advertising companies. The participants, namely Omnicom, Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicis Media, are actively engaged in refining the capabilities of contextual advertising through valuable AI-driven insights. This collaborative beta testing phase not only highlights Disney’s commitment to ensuring the tool’s optimal performance but also emphasizes the importance of industry collaboration in shaping the future of contextual advertising on streaming platforms. The involvement of these key players further underscores the industry’s recognition of the potential transformative impact of “Magic Words” in enhancing the advertising landscape.

Conclusion

Disney’s usage of “Magic Words” shows its proactive approach to meeting growing demands. The tool helps with the changing trends of advertising, providing opportunities for audience engagement and brand promotion on different streaming platforms.

FAQs on Disney’s New AI-Backed Advertising Tool

What is the purpose of “Disney’s Magic Words”?

“Disney’s Magic Words” is a contextual advertising tool for Disney+ and Hulu, letting advertisers target and customize ads based on specific moments, moods, or emotions within the content.

Is “Disney’s Magic Words” worth it?

Yes, “Disney’s Magic Words” provides advertisers with a unique tool to target specific moments and emotions within content. This can enhance ad effectiveness, engagement, and resonance with audiences.

Who are the beta partners testing “Magic Words”?

Six global advertising companies, Omnicom, Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicis Media, are participating in the beta test of Disney’s new ad product.