Disney continues to develop new ways to provide added convenience to its streaming services. This also provides more value for shareholders as Disney seeks to increase the profitability of Disney+, Hulu, and ESPN+. To do this, Disney is working on a new virtual storefront that would allow viewers to order snacks or products while continuing to watch their favorite programming. This would be done by simply clicking on interactive ads while continuing to binge their program of choice.
To make this work, Disney is partnering with an ad-tech startup called Shopsense to create the virtual storefronts that will be linked to some commercials on its streaming services. This will allow viewers to purchase products that are connected with the series, movies, or sports that are seen on the screen. Another company, Gopuff, a digital delivery service, would act as a virtual concession stand. This would allow viewers to order snacks, drinks, and candy without having to leave the comfort of their home… or their television.
“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, senior vice president of addressable sales for 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.
The goal with this new technology is to make advertising more effective. The hope is that viewers will click and order through the interactive commercials and revenue will stream from another source.
What do you think about interactive commercials that could make it easier to order food and products from the comfort of home while watching series, sports, or movies? Would you utilize this feature? Share your thoughts and opinions in the comments below!
