Disney+ Considers Adding Gaming and Shopping Experiences

variety.com:

Brian Steinberg Senior TV Editor Advertisers have eyed the Disney+ streaming hub as a place where they might tuck a promotional message alongside the binge-watch of a Marvel series, or, potentially “Phineas & Ferb.” Soon, however, Madison Avenue may have some other opportunities to consider.

Disney is mulling the launch of shopping and gaming experiences on the streaming outlet, with which advertisers could get involved, according to Rita Ferro, president of Disney Advertising Sales. “The world of advertising experiences on AVOD is an important place to be involved in,” Ferro tells Variety, hinting that a new presentation Disney has slated for Las Vegas on Jan.

10 would reveal “what the next level of ad innovations will be” from the company. Disney gears up for the presentation, scheduled to be held during the annual CES conference, as the competition for streaming ad dollars is growing more intense.

Amazon is expected to debut a new ad-supported tier to the bulk of its Prime Video subscribers in early 2024. On Thursday, the company unveiled a new three-year pact with Interpublic Group that calls for clients of its media-buying agencies to allocate some of their dollars to the new advertising platform.