Delivering the second part of its bookended presentations to advertisers, Disney on Monday made its case for Hulu as “the most valuable streaming TV partner to today’s biggest brands.” …
The established streaming service, which Disney took full control of last year, laid out several new offerings for advertisers, including new format and measurement tools and a unified platform across Disney.
Disney Advertising Sales President Rita Ferro, who teased the streaming offerings earlier this month when presiding over the TV upfront presentation, emphasized the newly unified ad platform. Called Disney Hulu XP, it will be available October 1 and for the first time will let marketers buy across the full Disney portfolio.
Hulu introduced a new ad format called GatewayGo, which marries traditional TV ads with new prompts designed to increase the bond between viewers and brands. It uses technologies like QR codes and push notifications and Hulu said 6 of 10 viewers would likely consider purchasing from an advertiser after they redeem an offer. Nearly 50% say they keep their phones with them as they watch TV.
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