Disney adds interactive ad formats powered by Brightline and KERV

Thursday, June 13th, 2024 
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Disney Delivers Slate Of New Streaming Ad Innovation To Fuel Greater Interactivity And Engagement

NEW YORK, NY — As a longtime pioneer in choice-based and viewer-initiated ad formats, Disney has added new interactive advertising formats to its growing number of creative solutions for brands and marketers. Since unveiling the next generation of ad innovations at the company’s annual Global Tech & Data Showcase, the expanded formats include first-to-market advergaming and shoppable CTV ads, powered by Brightline and KERV Interactive, respectively.

Advergaming TV screenshot

“Brands come to Disney with the intent of delivering new, unique advertising experiences for consumers that both drive engagement and provide a seamless viewing experience,” said Jamie Power, SVP, Addressable Sales, Disney. “Offering expanded shoppable ads and advergaming formats to marketers will allow them to connect with audiences in a more differentiated and dynamic way.”

Disney has introduced two custom advergaming formats exclusively launching on Hulu and ESPN – powered by BrightLine, a streaming TV technology company that enables remote control engagement with ads and content. The formats – Quiz Show, a multi-question, multi-answer trivia game, and Beat the Clock – allow remote control interactivity directly with television screens and were developed with the consumer experience in mind to ultimately deliver a more engaging commercial break with brand’s content at the forefront. Beat the Clock, which builds around a brand to highlight individual attributes or theme through a fun, fast-paced challenge, was launched in June with charter advertiser Topgolf and media agency Mediahub, which featured a Topgolf-branded version of the ad format.

Shoppable ads screenshots - TV+mobile

“At BrightLine, we believe in pushing the boundaries of what’s possible in advertising, and these interactive advergaming experiences are a perfect example of how we can engage viewers in new and exciting ways,” said Michael Bologna, Chief Accelerator at BrightLine. “We have been a long-time collaborator with Disney, pioneering many interactive ad units first across its properties. This latest ad experience will delight brands and viewers, alike.”

Following the introduction of Gateway Shop, Disney has introduced a new range of CTV shoppable formats with KERV – an AI tech company focused on video analysis, performance and monetization, which are now available across Disney properties and marketplaces including Disney+ and Programmatic. The three formats include Sync, L-Bar and Impulse, each leveraging dynamic QR codes, custom graphics or individual product carousels. New to the market, the Impulse ad format launched exclusively with Disney in April with Target and Nespresso, making it simple for consumers to learn more or purchase products directly on the advertiser’s site.

“We are thrilled to partner with Disney to bring the next generation of interoperable, advanced creative, and shoppable media to CTV and streaming,” said Marika Roque, Chief Innovation Officer, KERV. “AI-powered shoppability is the magic wand that bridges the gap between consumers and brands, allowing them to connect effortlessly in the moment. By bringing together KERV’s technology and Disney’s shoppable ad experience, we can instantly correlate premium on-screen moments to the best in-stock products, making our consumer’s commerce experience as seamless and enjoyable as possible.”

Disney was a first mover in inventing new ad experiences in streaming with Hulu and continues to introduce new ad products across Disney properties, like Disney+, in collaboration with leading industry technology companies – as seen earlier this year when GroupM announced the formation of its Ad Innovation Accelerator program which includes Disney, BrightLine and KERV among others.

Links: KERV; Brightline; Disney