A LOT is happening in the world of Disney streaming subscription services.
First, Disney+ and Hulu will soon be all together in one viewing experience — and you can try the beta of that feature out right now. But Disney also recently detailed some new features for streaming — and one of those features includes offering a way for you to shop while streaming. Well, we’ve got a first look at this new feature.
Disney has launched a new beta program for a streaming shoppable format called Gateway Shop, which will allow you to buy products without having to turn off Disney+. Gateway Shop will allow viewers to get personalized prompts while streaming for items that are sent to their phones or email.
Disney has already partnered with advertisers like Unilever as part of the limited beta test.
“Our goal is to help audiences connect with the brands they love with the least amount of friction, without disrupting the content they’re streaming,” said Jamie Power, SVP, Addressable Sales, Disney Advertising. “Innovation is in Disney’s DNA, and in a cross-screen world, we believe shoppable experiences not only complement, but elevate, streaming.”
A recent survey by Lucid revealed that 75% of streaming viewers would rather have interactive TV ads rather than standard commercials. This is especially true if the interactive ad offers a way to get more information about a product or has a way to redeem a special offer. Gateway Shop taps into streamers’ natural behavior, which usually involves a second screen either in hand or nearby.
Expect to see more of Gateway Shop over the next few months as Disney continues to work on expanding its interactive experiences with streaming.
We’ll keep an eye out for more Disney news, so check back with AllEars again soon.
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What do you think of this kind of advertising? Let us know in the comments!
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