Walt Disney, the renowned United States-based mass media and entertainment giant, is making waves in the advertising arena with the introduction of “Disney’s Magic Words.” This cutting-edge AI-powered tool is designed to assist brands in customizing their advertisements based on the mood of specific scenes from movies or TV shows, and it will be accessible on Disney and Hulu streaming platforms.
How It Works: “Disney’s Magic Words” leverages AI and machine learning to analyze and label scenes with metadata, including content details, brand appearances, images, and mood. This innovative approach to contextual advertising aims to enhance the effectiveness of brand messaging by aligning it with the emotional tone of the content.
How ‘Magic Words’ Works for Advertisers: Brands utilizing “Disney’s Magic Words” can precisely target particular scenes or moods and adapt their advertisements accordingly. Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group, expressed the significance of this tool, stating, “These magic words are literally going to be able to connect me to the emotions of the consumer at an audience level. And for us, that’s really a game changer.” Omnicom is among the six global ad agencies participating in an early beta test of this innovative advertising product.
Disney’s Streaming Ad Technology Attracts Advertisers: In a strategic move away from traditional television advertising, Disney’s emphasis on streaming ad technology is proving timely. CEO Bob Iger revealed that the ad-supported version of Disney+ attracted over 1,000 advertisers in the first quarter, marking a tenfold increase since its launch. Joe Earley, President of Disney’s Direct-to-Consumer Business, highlighted that half of Disney+ subscribers opt for the more economical ad-supported version. The company’s dedicated efforts over the years in perfecting ad technology for streaming are evident in this innovative tool.
As the advertising landscape evolves, Disney’s “Magic Words” emerges as a game-changer, allowing advertisers to connect with audiences on a deeper emotional level through tailored and contextually relevant campaigns.