Growth Propelled By Disney’s Real-Time Ad Exchange, Proprietary Capabilities and Special Events & Live Sports
NEW YORK - Wednesday, March 2 – One year ago, Disney Advertising debuted its premium video header bidding solution, built in-house by DMED's Ad Platforms technology team and Disney Advertising, at the inaugural Tech & Data Showcase. In the last 12 months, the award-winning Disney Real-Time Ad Exchange (DRAX) has successfully delivered on its promises to flatten the waterfall, giving parity to all biddable deals and propelling Disney towards an automation-fueled future. With sports and live events back in a big way, Disney’s programmatic technology makes it possible for marketers to tap into fan’s engagement on their terms, all year long.
Since the launch of DRAX, Disney Advertising has:
- Increased biddable transactions by 70%
- Executed more than 8,000 video campaigns using DRAX in the last year, from small to large,local to national, across all industry categories.
- Made its programmatic environment more unified and efficient, allowing advertisers real-time visibility into the availability of inventory, including special events and live sports.
- Enhanced its capabilities to deliver more relevant messaging to each user, which provides a better advertising experience
And now, for the first time, Disney Select audience segments are available in biddable marketplaces powered by DRAX, enabling first-party data activation at scale programmatically.
“Our promise to advertisers is to provide ultimate choice and control, simplicity and most importantly – drive outcomes – as the marketplace pivots to automation,” said Matthew Barnes, VP, Programmatic Sales, Disney Advertising. “Disney Advertising is bolstering this commitment by offering scale and reach, regardless of marketplace or transaction type, without compromising precision.”
Committed to automating up to 50% of its business in the next three years, Disney Advertising spent the past year enhancing its programmatic technology while unifying and expanding its programmatic sales team to help large brands and small-to-midsize businesses find success with Disney’s premium content and capabilities. Additionally, programmatic marketplaces have had to evolve to capture the audience spikes, emotion and engagement only available through live events. Disney is delivering that programmatically at scale, in a way that others aren’t.
Through an investment in talent, the programmatic sales team has grown to more than 40 people, enabling an exemplary sales approach tailored to clients across: Category, Agency, Local, Performance Marketing and Demand Side Platforms (DSPs). Disney Advertising formed a team structure to support all client needs through a diverse and consultative approach, providing a single point of access to the breadth of Disney’s portfolio through all programmatic transaction types.