Disney & Innovid Are Closing the Measurement/Action Gap with Real-Time Creative Optimization

Last week at its Tech & Data Showcase in Las Vegas, Disney announced several moves around its growing streaming business, and one of those moves included an expanded partnership with Innovid. 

“Marketers need better measurement, but measurement without accuracy is meaningless at a time when advertisers are under increasing pressure to show and prove performance across their media investments,” Dana McGraw, SVP-Audience Modeling and Data Science, Disney Advertising, said in a press release. 

In the press release, Disney also said it is “doubling down on translating consumer actions into real-time insights to inform campaign creative through its continued work with Innovid.”  

Powered by Innovid technology, Disney has introduced a beta dashboard designed for real-time creative optimization. This dashboard will help advertisers use real-time consumer insights, such as website or app conversion data, to find which of its creatives are most effective — and shift more investment toward the winning creative execution to maximize ROI. 

Krista Panoff, SVP-Global Enterprise Development, Innovid said, "Innovid’s measurement, optimization, and ad delivery capabilities, applied to Disney’s premium portfolio and proprietary Audience Graph, not only helps buyers unlock the value of inventory, but also strengthens brands' reach and performance."

Here’s a look at how the business press covered Disney’s announcement:

Disney Debuts New Shoppable Ad Units and Measurement Partners at CES — Advertising Age

• “... a new partnership with Innovid will deliver real-time business attribution data to advertisers. DoorDash and its media agency, Wavemaker, were early users of Innovid to measure advertising on Disney.”

Disney Letting Advertisers Buy Disney Plus And Hulu Together (CES 2024) — NextTV

• “‘We optimize towards the “winner” in real-time, which increases the return on your investment with Disney,’ [McGraw explained. ‘Currently, we can empower this solution for web/app attribution results. Disney and Innovid are also working together on incorporating other signals as part of this effort including purchase data.’” 

Disney Adds Measurement Partners, Debuts Shoppable Ads — Media Post

• “In a beta with Innovid's technology, advertisers can learn in real-time if the creative being used resonates with viewers. The measurement draws on attribution signals that are tied to the campaign's creative.”

Innovid’s expanded partnership with Disney is just the latest example of how we are helping buy- and sell-side advertisers measure and optimize campaigns in real time. Innovid is delivering the promised future of TV advertising, today. 

Read about InnovidXP here and reach out to your Innovid or Disney reps to learn more.