As its roster of streaming services continues to grow and expand, Disney is upping the ante on shoppable TV. The latest additions include new digital storefronts centered on specific content and developed in partnership with Shopsense, as well as a “virtual concessions” feature that allows TV viewers to order snacks from Gopuff from the comfort of their couch.
Disney+, Hulu, ESPN Viewers can now ‘Shop the Stream’ in New Ways
Disney has teamed up with Shopsense to link streaming ads to branded digital storefronts that allow viewers to shop the fashion, products and themes seen on, or inspired by, the content they are watching — whether it be a TV series on Hulu, a movie on Disney+ or sports programming on the upcoming ESPN app.
The Calia activewear brand from Dick’s Sporting Goods is the first brand to participate in the Disney Shop the Stream program, with a curated storefront featured in an episode of Project Runway.
The new storefronts join other commerce-centric CTV formats from Disney Advertising, including one-click send-to-phone prompts and QR code-based ads.
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Hungry TV Viewers can Now Order Snacks from the Couch with Gopuff
Disney also has teamed up with online convenience store Gopuff to power a “virtual concession stand” snack delivery experience, allowing viewers to purchase snacks, sweets and sips while streaming their favorite sports and shows.
Commerce ads showcasing consumer packaged goods brands on the ESPN, Hulu and Disney+ streaming platforms will take viewers to a concession stand website to check out and have their order delivered on-demand by Gopuff.
Additionally, by leveraging Disney’s Clean Room technology to understand the overlap between Disney viewers and Gopuff consumers, brands will be able to connect with hungry shoppers with greater precision.
Tapping into couch-bound, peckish TV audiences is becoming a popular CTV tactic, especially for sports and other real-time programming. For example, NBCUniversal rolled out a virtual concessions option during the Olympics last summer, and then extended the offering to its holiday content later in the year.
Disney Combines Retail Media with Data Activation
The new CTV ad formats also can leverage the Disney Select data library for targeting and measurement, as well as Disney’s retail media solutions, which enable programmatic advertisers to run data-driven campaigns and unlock closed-loop measurement attribution across Disney CTV inventory. Disney’s retail media solutions include previously announced collaborations with Kroger Precision Marketing and Walmart Connect.
“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, SVP of Addressable Sales at Disney in a statement. “Advertisers are recognizing the shift. By connecting retail media signals to our content, we’re helping brands create more personal, actionable and measurable experiences — enabling shoppable storytelling and delivering solutions that truly move the needle.”
