Disney+ Advertising Guide: Specs & Strategy Tips for Marketers
When Disney+ launched in November 2019, it quickly became a dominant force in the streaming industry, capturing the attention of millions with its huge library of content. As the platform expanded, so did its subscriber base, reaching impressive growth milestones. For example, In the third quarter of 2024, the number of global Disney+ subscribers surged to 153.8 million.
In 2022, Disney+ took a significant step by introducing an ad-supported tier, opening up new opportunities for marketers to reach engaged audiences in a premium environment. This shift reflects a broader trend where consumers are increasingly turning to streaming services to view both shows and feature films, making it essential for brands to adapt their advertising strategies accordingly.
In this post, we’ll explore the ad specifications, targeting options, and strategic insights you need to make the most of Disney+’s streaming advertising platform, helping you tap into this evolving market and drive meaningful results for your brand.
The Basics of Disney+ Advertising
Disney+ is a streaming service launched by The Walt Disney Company in November 2019. It quickly rose to prominence due to its library of content, including iconic films, series, and documentaries from Disney, Pixar, Marvel, Star Wars, and National Geographic. The platform caters to a wide audience, offering everything from family-friendly classics to new, exclusive releases.
Ad-Free and Ad-Supported Tiers
Disney+ initially launched as an ad-free service, but in 2022, it introduced an ad-supported tier to offer more flexible pricing options. As of the most recent figures, around 40% of Disney+ subscribers have chosen the ad-supported tier, while the remaining 60% continue to enjoy an uninterrupted viewing experience with the ad-free option. This tiered approach allows Disney+ to cater to different viewer preferences, making it a versatile platform for both users and advertisers.
The Benefits of OTT Advertising
As a streaming service, Disney+ comes with the inherent advantages of Over-the-Top (OTT) advertising. Some of these perks include:
Advanced Targeting: OTT platforms like Disney+ offer sophisticated targeting options, allowing advertisers to deliver personalized ads based on a viewer’s demographics, interests, and viewing habits. This ensures that the right message reaches the right audience at the right time.
“Disney’s ongoing evolution in targeting and capabilities has led to a remarkable 857% year-over-year increase in investment for the agency. With the recent launch of holiday and movie sponsorships on Disney+, we’re eager to expand our partnership and explore new opportunities.”
Alicia Jewell Director, Media Investment at Tinuiti
Extensive Reach: Disney+ can connect with a broad audience across multiple devices, from connected TVs to smartphones and tablets. This cross-device accessibility increases the potential reach of your ad campaigns.
Data and Performance Tracking: One of the most significant advantages of OTT advertising is the ability to track and measure campaign performance in real-time. Advertisers can access detailed analytics to understand viewer engagement, optimize their return on ad spend, and adjust strategies as needed for better results.
Platform-Specific Capabilities
Disney+ offers several unique advertising capabilities that enhance its appeal to marketers. These include a variety of ad formats such as:
- In-Stream Ads: These are seamlessly integrated into the viewing experience, playing before, during, or after content. They are a great way to capture viewer attention in a non-intrusive manner.
- Sponsored Content: This format allows brands to align themselves with Disney+ programming through custom-branded content, offering a more subtle and contextually relevant way to engage viewers.
- Banner Ads: Displayed on the platform’s interface, banner ads ensure a consistent brand presence as users browse through the Disney+ content library.
Additionally, Disney+ offers interactive ad formats that encourage user engagement. These ads make it easy for viewers to click through and take immediate action, such as making a purchase or signing up for a service, which is particularly effective for driving bottom-funnel activities.
Why Should Brands Advertise on Disney+?
Advertising on Disney+ offers brands the unique opportunity to align themselves with one of the most trusted and beloved names in entertainment. Disney’s reputation for quality content extends to its streaming platform, making it an ideal environment for brands looking to build credibility and connect with diverse audiences.
Variety of Content Types
Disney+ boasts an extensive array of content that attracts a broad spectrum of subscribers. While the platform is renowned for its family-friendly offerings, including classics like The Lion King and Frozen, it also features grittier, more mature content that appeals to adult audiences, such as The Mandalorian and The Bear. This variety not only draws in different demographics but also ensures that there is something for everyone, making Disney+ a versatile platform for advertisers.
It’s also worth noting that as of January 2024, Disney migrated a majority of Hulu inventory to Disney+ for Disney+/Hulu bundle subscribers. They are working toward a one-app experience for its users.
High-Quality and Popular Shows
The content on Disney+ is not only diverse but also of exceptionally high quality. Many shows and movies have achieved immense popularity. Advertising alongside such well-regarded content allows brands to capture the attention of engaged viewers, enhancing the likelihood of a positive brand association.
Growing and Diverse Subscriber Base
Disney+ continues to experience growth in its subscriber base, which now numbers over 150 million worldwide. This expanding audience provides brands with a large pool of potential customers to engage with. Additionally, the demographics of Disney+ subscribers are varied, encompassing families with young children, teenagers, and adults of all ages.
Disney+ subscribers come from diverse backgrounds, but there are some key trends worth noting:
- Families: A significant portion of Disney+ subscribers are families with young children, drawn to the platform’s extensive library of family-friendly content.
- Young Adults: The platform also has a strong following among young adults, particularly those interested in content from franchises like Marvel and Star Wars.
- Global Reach: Available in many countries, Disney+ provides advertisers with the ability to reach these demographics on a global scale, making it easier to tailor campaigns to specific markets.
This demographic diversity means that brands have access to a large and varied audience. However, Disney+’s advanced targeting capabilities allow advertisers to zero in on the most relevant and profitable niches within these groups, ensuring that marketing efforts are both efficient and effective.
Expansive Tech Offerings
Disney+ is at the forefront of ad tech innovation, offering a range of tools to enhance advertising effectiveness including:
- Ad Measurement: Advanced metrics that provide detailed insights into campaign performance, helping brands optimize their strategies in real-time. These metrics cover a range of data points, including viewer engagement, ad recall, and conversion rates.
- Automated Media Buying: Streamlined processes for purchasing OTT ad space, allowing for more efficient campaign management.
- Data Clean Room Solution: A secure environment where brands can combine their data with Disney’s first-party data to gain deeper insights while maintaining privacy.
These capabilities are continually improving, ensuring that brands can take advantage of the latest advancements in digital advertising technology.
Disney’s Trustworthy Reputation
By advertising on Disney+, brands can borrow the platform’s strong reputation for quality and trustworthiness. This association can help build brand credibility and foster positive consumer perceptions, ultimately driving better engagement and conversion rates.
Ad Types Available on Disney+
Disney+ offers a variety of ad formats, each tailored to different marketing strategies and objectives. Understanding these options can help you select the most effective ad type for your campaign goals. Here’s a breakdown of the ad types currently available, along with tips on how to choose the right one.
In-Stream Ads
In-stream ads are video ads that play during the streaming experience, seamlessly integrated into the content to minimize disruption for viewers. These ads are ideal for building brand equity and awareness, as they reach audiences while they are fully engaged in watching their favorite shows or movies. Disney+ strategically places these ads at times that provide minimal disruption, enhancing the viewer experience and increasing the likelihood of positive ad reception. In-stream ads include the following:
Pre-Roll Ads are video ads that play before the main content begins.These ads capture viewer attention when they are most engaged, right before the start of their chosen content. They are highly effective for delivering brand messages to a captive audience.
Mid-Roll Ads are video ads that play during a natural break in the content, such as at the midpoint of a movie or episode. These ads are highly engaging because they are embedded within the content. They are effective for maintaining engagement and delivering messages during the viewing experience and are also incredibly effective for performance media.
Post-Roll Ads play after the main content has ended. These ads can capture the attention of viewers who have finished watching the content and may be more open to engaging with the ad. They are ideal for call-to-action messages.
Sponsored Content
Sponsored content allows brands to integrate their messaging directly into the content on Disney+, making it a subtle yet powerful tool for marketing. This ad type is particularly effective for brands looking to enhance their storytelling and build deeper connections with the audience. Sponsored content ads include the following:
Product Placements involve incorporating a brand’s product into the content, such as characters using or referencing the product within a show or movie. This method creates a natural brand presence that can increase product awareness without the overt feel of traditional advertising. It’s highly effective for enhancing brand credibility. Keep in mind that the impact of product placements can be subtle, making it difficult to measure direct ROI. The effectiveness also depends on how organically the product is integrated into the content.
Branded Segments are short, sponsored content pieces that are fully branded by a company, often aligned with the themes of the main content. These segments allow brands to create highly relevant content that resonates with the audience, boosting brand affinity. They can also be used to tell a brand’s story in a compelling way.
Interactive Content includes ads that encourage viewer interaction, such as clickable elements that lead to more information or purchasing options. This type of content is highly effective for driving engagement and conversion, as it allows viewers to take immediate action. It’s ideal for bottom-funnel activities, like product purchases or sign-ups. Interactive ads require careful design to ensure they are engaging without being intrusive. Poorly executed interactive content can lead to viewer frustration or disengagement.
Branded Slate offers a :05 to :07 custom title card that appears in premium positioning before video creative in the first pod prior to the beginning of a show. The advertiser’s brand logo is shown with “Presented by” intro text and Disney+ provided voiceover audio.
Banner Ads
Banner ads on Disney+ are static or animated images placed within the platform’s interface. These ads are effective for maintaining consistent brand visibility as users navigate the platform. Banner ads include the following:
Homepage Banners are large, prominent ads displayed on the main page of Disney+, visible as soon as users log in.These ads have high visibility, making them perfect for driving awareness and ensuring your brand is seen by a broad audience. Keep in mind that homepage banners can be expensive due to their prime location, and they may be less effective for direct response campaigns compared to more interactive ad types.
Content Browsing Banners are ads placed within the content browsing sections, where users search for what to watch next.These banners target users when they are actively engaged in exploring content, making them effective for influencing decisions at the point of content selection.
Ad Specs for Disney+ In-Stream Ads
When building your ads for Disney+, it’s important to keep the following specifications in mind…
- Duration: 15, 30, 45, 60, 75, or 90 seconds
- File Format: .mov or .mp4
- Resolution: 1920×1080 preferred; 1280×720 is accepted
- Aspect Ratio: 16:9
- Maximum File Weight: 250 MB for Disney-hosted video; 1.9 GB for VAST
- Video Bitrate: 10,000 Kbps – 40,000 Kbps
- Video Codecs: Apple ProRes or H.264
- H.264 Profile: High
- Frame Rate: 23.98, 24, 25, 29.97, or 30 FPS native frame rate; duplicate frames not allowed
- Frame Rate Mode: Constant
- Scan Type: Progressive
- Audio Codecs: PCM, AAC
- Audio Bit Rate: 192Kbps minimum
- Audio Sample Rate: 48kHz
- Supported Audio Channels: 2-channel stereo mix
4 Tips to Build Your Disney+ Advertising Strategy
To optimize your advertising strategy on Disney+, consider these key tips.
Advertise Across Disney-Owned Platforms
Leverage Disney’s vast ecosystem to maximize your ad reach. By placing ads across Disney’s array of platforms, including Disney+, Hulu, ESPN+, and ABC, you can ensure your message reaches a diverse and extensive audience.
Use Behavioral Ad Targeting
While basic targeting options like age, gender, geography, and device are effective, Disney’s 1P Select audience targeting takes it to the next level. This method utilizes Disney’s extensive first-party data to target users based on their behavior. For instance, Disney’s insights might reveal if a viewer is planning a trip to one of their theme parks soon. You can then tailor your ads to promote relevant products, such as travel essentials, directly to that family.
Determine Your Ad Activation Approach
Decide whether to use turnkey or customized ad activation based on your campaign goals and resources. Turnkey solutions offer a straightforward, managed approach, while customized activation allows for greater flexibility and control.
Explore Disney Programmatic
Disney Programmatic provides powerful tools for managing and optimizing your ad campaigns. Disney utilizes programmatic advertising to automate media buying through real-time bidding and data-driven targeting, ensuring efficient and relevant audience reach.
Conclusion
Building a successful advertising strategy on Disney+ requires a thoughtful approach and a deep understanding of the platform’s unique opportunities. For those looking to maximize their Disney+ advertising efforts, Tinuiti offers expert guidance and comprehensive streaming advertising solutions tailored to your needs. Our team can help you navigate the complexities of Disney’s advertising ecosystem, optimize your campaigns, and achieve your marketing goals.
Reach out to us today to learn how we can enhance your Disney+ advertising strategy and drive results.
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