Disney bundles assets for advertisers (DIS)

Disney is rethinking its sales pitch to advertisers and is now bundling movie studios, theme parks, and consumer products together into a comprehensive marketing package for brands, according to AdAge.

The new strategy allows Disney to make fuller use of its intellectual property and data to help boost ad sales, the companies is calling it “Disney Difference.” This means that brands can buy ad space on media outlets like ABC and Freeform, while also capitalizing red carpet events like movie premiers. Here are few more observations regarding the Disney’s new ad bundle approach:

The TV ad industry is one of the largest ad segments in the US — and it's ripe for digital disruption. The first TV commercial aired in the US in 1941, and it featured an ad for Bulova watches during a Brooklyn Dodgers baseball game.

While there have been advancements in TV ad buying since Bulova’s commercial, the audiences that TV commercials target are still based on broad demographic data, like age and gender, and are aimed at maximizing reach. Although TV ads remain highly effective, targeting can be greatly improved by introducing more digital data into the mix.

Digital display advertising was disrupted by programmatic technologies because of the operational efficiencies gained from automating manual processes. But TV is a completely different animal. The TV advertising space is entrenched in traditional processes that largely depend on direct negotiations between ad buyers and sellers. By incorporating more data, TV advertisers can fine-tune their targeting beyond broad consumer groups, and potentially see higher returns on their ad spend.

But the way consumers watch TV content is changing, and data collection is getting more expansive. Disrupting an ad industry with a history spanning over eight decades will be a significant hurdle for programmatic TV (PTV) adoption.

Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report that explores the drivers of programmatic TV adoption and the value advertisers and TV companies can derive from hyper-targeted audiences. It also highlights the key differences and similarities between programmatic TV and digital display, and assesses several potential barriers to PTV adoption.

Interested in getting the full report? Here are two ways to access it: