On February 23rd at an invite-only event called Disney Platform Tech Showcase, Disney revealed its new programmatic business, DRAX, which stands for Disney Real-Time Ad Exchange. This year, automated ad revenue is projected to grow over 80% and is expected to make up about 50% of revenue by 2024. Over 1000 new clients have purchased ads on the Disney Platform and growth was amplified in January when Disney launched Disney Hulu XP (DHXP), which allows advertisers to showcase ads across Hulu and Disney TV networks. Additionally, they offer advertisers a program called Disney Select, which compiles its consumer and audience data, enabling them to target specific segments based on certain characteristics and behavior and to optimize marketing in real-time with their programmatic offerings.
Ultimately, Disney is focused on creating one platform that can be used across their channels to make advertising more efficient and more effective:
"As Disney embarks on a single unified ad platform across linear and digital that addresses this reality and market opportunity, we expect convergence to continue in three distinct areas: planning and forecasting, reporting and measurement and cross-channel optimization."
-Jeremy Helfand, senior vice president and head of advertising platforms at Disney Media and Entertainment Distribution (DMED)
With people spending more time at home over the past year due to the global pandemic and watching shows on traditional televisions as well as on connected and mobile devices, it seems like a good time for Disney to focus on programmatic platforms like DRAX. They have seen a 56% increase this year in campaigns that leverage data to target their audiences and their revenue increased 110% after DRAX was announced. If advertisers find that their ads are performing better and that the overall process to buy these ads is easy, Disney is likely to see continued success in the future.
Article Reference: https://www.marketingdive.com/news/disney-unveils-programmatic-platform-at-first-ad-tech-showcase/596025/
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