Disney has launched a beta programme for its first native streaming shoppable ad format, allowing consumers to shop and stream at the same time.
With Gateway Shop, the media giant is aiming to connect the stream to the shopping cart by sending viewers personalised prompts for products directly to their phone via push notifications or email. Advertisers including Unilever are part of the limited beta, which has been built to drive awareness and conversion without disrupting the viewer experience.
Tapping into modern-day trends?
This commerce-led feature is seeking to tap into a modern-day trend among streaming audiences where viewers are increasingly likely to be watching TV with a second screen in their hand or nearby.
Research suggests that when given the opportunity to engage with interactive video experiences, consumers choose to do so. According to a survey conducted by Lucid in 2023, 75% of viewers agree they would rather see an interactive TV ad than a standard commercial, particularly when consumers can find out more information about a product or redeem a special discount or offer.
“Our goal is to help audiences connect with the brands they love with the least amount of friction, without disrupting the content they’re streaming. Innovation is in Disney’s DNA, and in a cross-screen world, we believe shoppable experiences not only complement, but elevate, streaming,” Jamie Power, SVP, Addressable Sales, Disney Advertising said.
Amy Lehman, SVP, Advertising Platforms added: “Audience behaviours have changed, and advertising should reflect that and serve both viewers and marketers in new ways. Gateway Shop provides viewers with choice and control, in an engaging and non-disruptive format.”
Disney said is planning to further enhance its interactive formats and commerce experiences in streaming over the next few months including the ability to send personalised emails and prompts for push notifications for products or offers within a TV ad unit.
The company previously introduced GatewayGo, its first iteration of a commerce-enabled ad format, which tapped into the second screen to deliver viewers personalised offers or promotions via email, push notification, or QR code. Since its launch in 2020, more than 200 advertisers across all categories have reportedly signed on to use this transactional format.
