Disney Advertising aims to provide marketers with more insights about audience engagement on its video streaming platforms as part of an expanded agreement with measurement company EDO.
The companies on Thursday announced a deal to apply EDO’s metrics to Disney’s streaming services, first with Hulu. Measuring outcomes gives advertisers a better idea of how consumers reacted to television campaigns.
“It’s a big move by Disney, who arguably is the 800-pound gorilla in streaming and ad-supported streaming, given that it owns Disney+, Hulu and ESPN+ among its incredible content library,” Kevin Krim, chief executive of EDO, said in this interview with Beet.TV.
“For Disney to say that ‘we’re making a commitment to outcome measurement’ as part of their upfront strategy, as part of their ongoing advertising strategy — we think it’s a real bellwether of where this whole industry is going,” Krim said.
Disney has used EDO to measure outcomes for tentpole events and live sports like The Academy Awards, American Music Awards, ESPN’s Monday Night Football and college football playoff games.
“Through our expanded relationship with EDO, we are bringing insights to brands based on the largest and most leaned-in audiences in live sports and events to show the impact of an ad exposure in streaming on cross-screen digital behavior like search and site visits,” Danielle Brown, senior vice president of data enablement and category strategy for Disney Advertising, said in a statement.
Disney Advertising and EDO announced their new collaboration during Disney’s Tech and Data Showcase, a virtual event that highlights the media giant’s data clean room initiative, platform technology, programmatic capability and measurement solutions.