Disney+ has partnered with AudienceProject to provide advertisers with independent audience measurement of their ad campaigns in select European countries. This follows the introduction of Disney+'s ad-supported tier last year.
The collaboration allows advertisers access to independent audience measurement across all devices, including mobile, tablet, and connected TV. Initially available in the United Kingdom, Germany, and the Nordics, the measurement solution will expand to more markets.
Lucy Gregory, VP, Audience Measurement & Insight, Media at The Walt Disney Company, stated: “An ad-supported plan is available across 12 countries, enabling Disney+ to offer advertisers the opportunity to align their brand with unmissable content that audiences love. Collaborating with AudienceProject means that we can offer advertisers independent cross-media measurement and enable them to make informed decisions about how they efficiently plan and optimise investment across streaming and linear TV for Disney+.”
AudienceProject’s cross-media measurement tool enables advertisers to measure reach, frequency, and brand impact of Disney+ ad campaigns, either individually or alongside other media channels. This provides a comprehensive understanding of campaign reach and impact, allowing for optimization of media investment.
Morten Kruse Søndergaard, Chief Technology and Product Officer at AudienceProject, commented: “We are very proud to be one of the first European-based measurement companies to offer independent audience measurement of Disney+ ad campaigns. Disney+ provides advertisers with a premium environment which reaches an audience of millions, and consequently, we have experienced a high demand for measuring ad campaigns on their platform both independently and alongside other media channels. We are excited to expand our already comprehensive measurement solution to include Disney+, helping advertisers make confident marketing decisions to reach and impact audiences more effectively.”
Disney+ offers a wide variety of content from Disney, Pixar, Marvel, Star Wars, National Geographic, and more. In certain international markets, it also includes the Star brand.