Disney is using the Consumer & Electronics Show in Las Vegas to demonstrate its data and programmatic prowess to media buyers ahead of upfront payments.
It’s never too early to start planning.
On Monday, Disney released a new advertising product called Disney Compass, designed to give buyers quick and direct access to Disney data, in addition to data from Disney’s identity and measurement partners.
Nick Winfrey, director of data science and strategy at Disney, said that having to buy, plan and measure through multiple vendors is too fragmented, and data fragmentation is a waste of time for advertisers. He said that there is.
“[We]needed to create more interoperability between our data systems,” Winfrey told AdExchanger. To do this, we need to work with partners to build a product roadmap.
At launch, Disney Compass is compatible with a small number of vendors including VideoAmp, Affinity Solutions, LiveRamp, and Snowflake. But Winfrey said the plan is for the product to work with any ID and measurement vendor, adding that Disney plans to sign on with new data partners for Disney Compass in the near future.
Disney’s data direction
Typically, each time a buyer uses a new data partner, it adds another hop to the planning-to-measurement pipeline and creates a “different view” between data vendors, Winfrey said.
As a result, marketers have to manage data across multiple dashboards, each requiring its own automated processes, which can be very time-consuming as well as “Automating the swivel chair,” he said. In some cases, generating insights can take so long that by the time you’re ready, your campaign may already be over.
This problem is what Disney is trying to address with Disney Compass, which also gives buyers access to Disney Campaign Manager (previously known as Hulu Ad Manager).
With Disney Compass, buyers can instantly generate reports from various data vendors to compare the reach of multiple campaigns over the same time period and change budgets as needed, Winfrey said. You can. He said the tool also gives buyers a deeper understanding of reach curves, helping them determine the ideal time, location and audience target for ad delivery.
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By reducing the time it takes to create audience plans and compare results across data sources, buyers can optimize their campaigns on time to achieve goals like increased reach and return on ad spend. Yes, Winfrey said.
Being more efficient should also help brands justify their marketing efforts to executives, which in turn should help Disney generate more advertising dollars among existing customers and attract new ones. Winfrey said.
Disney Compass is currently in beta and available to select advertisers and media buyers for early feedback, but is expected to be generally available later this year.
Disney plans to share further updates on its data and advertising roadmap at the 5th Annual Technology & Data Showcase at CES in Las Vegas on Wednesday. AdExchanger is also coming, so stay tuned.
