Disney Taps Innovid and Lucid to Help Brands See Real-Time Success
This press release was issued by Disney on Jan. 10, 2024.
-
Collaboration with Innovid Drives Performance At the Point of Conversion, Better Creative Optimization
-
Advertisers Gain Access To Brand Metrics and Real-Time Insights with Lucid
-
Disney is committed to improving time-to-insights through greater automation.
January 10, 2024 – Las Vegas, NV – Disney is bringing metrics and consideration to marketers in real time through a collaboration with Lucid Impact Measurement by Cint, while helping brands facilitate and achieve actions or outcomes with Innovid. As a first mover in measurement expansion, Disney has taken a multi-faceted approach to enabling advertisers to understand the true reach and performance of their campaigns. Campaigns leveraging Innovid and Cint’s custom-built Disney dashboards are available across all of the company’s streaming platforms and can be extended globally.
“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,” said Dana McGraw, SVP, Audience Modeling and Data Science, Disney Advertising. “At Disney, our goal is to continue building greater interoperability between our first-party audience framework and leading industry technology platforms. We’re committed to delivering results at every stage of the path to purchase with ease and simplicity.”
Disney’s development of an always-on dashboard using Lucid Impact Measurement by Cint gives advertisers, like The Hershey Company, Josh Cellars and NBA 2K24, visibility into important brand success measures such as ad recall, consideration, purchase intent and brand favorability, while giving them access to campaign results in flight. In the past, measurement studies could take upward of weeks or months. Disney is committed to reducing time-to-insights to merely hours and days, by creating scalable solutions through automation.
“The goal of Lucid Impact Measurement by Cint is to make media measurement as seamless and close to real time as possible, which is why we’re thrilled to partner with Disney, a like-minded pioneer in measurement technology,” said Laura Manning, SVP of Measurement, Cint. “As the first partner to engage with our Lucid Study Creator tool, Disney and its advertisers can leverage campaigns in flight across all Disney offerings, including streaming and linear.”
Disney is also doubling down on translating consumer actions into real-time insights to inform campaign creative through its continued work with Innovid. At Disney’s Global Tech and Data Showcase, happening later today, the company will share a first look at a beta dashboard designed for real-time creative optimization. For instance, if a brand is running two different creatives, using real-time consumer insights – such as site or in-app conversion data – an advertiser is able to determine which creative contributed stronger results, and shift more impressions in real-time toward the winning creative.
“Consumers are clear – they want access to engaging content, and advertising that’s relevant to them,” said Krista Panoff, SVP of Global Enterprise Development, Innovid. “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.”
With the most impactful scale in streaming and the most robust portfolio, Disney’s unique lens into audience means brands can achieve their goals while maximizing the metrics that matter most to their business. Disney’s diversity of inventory and scale means marketers have more opportunities to test, learn and optimize in real-time without reducing impressions or compromising reach, to invest in what’s working.
Media Contacts
Disney Advertising
Jane Ha
Innovid
Megan Garnett Coyle
Cint
Natalie Stewart
natalie.stewart@cint.com
