Disney+ partners with AudienceProject for independent ad campaign measurement in Europe

Disney+ has formed a strategic partnership with AudienceProject to provide independent audience measurement for advertising campaigns across selected European markets, according to a press release issued on November 20, 2024. The collaboration marks a significant development in streaming advertising measurement, following Disney+'s introduction of its ad-supported plan in Europe last year.

The measurement solution will initially be available in the United Kingdom, Germany, and the Nordic countries, with plans for expansion into additional European markets. According to Lucy Gregory, VP of Audience Measurement & Insight, Media at The Walt Disney Company, this partnership enables advertisers to access comprehensive cross-media measurement capabilities across the streaming platform.

In the rapidly evolving streaming landscape, Disney+ stands as a premier destination for entertainment content. According to the company's documentation, the platform houses an extensive collection of award-winning entertainment, including exclusive original series, blockbuster films, and content from iconic brands such as Disney, Pixar, Marvel, and Star Wars.

The measurement implementation by AudienceProject encompasses various devices, including mobile, tablet, and connected TV platforms. The system's comprehensive approach allows advertisers to measure reach, frequency, and brand impact of Disney+ ad campaigns, either independently or in combination with other media channels across the open web, social media, online video, streaming, and linear TV.

According to Morten Kruse Søndergaard, Chief Technology and Product Officer at AudienceProject, the company has observed significant demand for measuring ad campaigns on the Disney+ platform. The solution enables advertisers to analyze campaign performance both independently and alongside other media channels, facilitating more effective audience targeting and impact assessment.

Cross-Media Measurement Capabilities

The partnership introduces sophisticated measurement capabilities that extend beyond traditional metrics. Advertisers can now assess the incremental reach and impact generated specifically by Disney+ campaigns, providing crucial data for optimizing media investments. This granular level of measurement supports more precise campaign planning and execution across the streaming ecosystem.

According to company representatives, the cross-media measurement tool delivers detailed insights into campaign performance across multiple channels. This comprehensive approach allows advertisers to understand not only the total reach and impact of their campaigns but also the specific contribution of Disney+ to their overall marketing objectives.

Market Expansion and Availability

The ad-supported plan for Disney+ currently operates across twelve countries, representing a significant opportunity for advertisers seeking to align their brands with premium content. The measurement solution's initial rollout in the UK, Germany, and Nordic regions establishes a foundation for broader European market coverage.

The partnership reflects the growing importance of independent measurement solutions in the streaming advertising ecosystem. As stated in the official announcement, AudienceProject's position as one of the first European-based measurement companies to offer independent audience measurement for Disney+ ad campaigns underscores the significance of this collaboration.

Technical Infrastructure and Implementation

The measurement system leverages AudienceProject's existing cross-media measurement infrastructure while incorporating specific capabilities for Disney+ campaign analysis. This integration enables seamless tracking across various media channels while maintaining the independence and reliability of the measurement process.

According to the technical documentation, the system provides comprehensive coverage across all major device types and platforms, ensuring accurate measurement regardless of how viewers access Disney+ content. This technical capability ensures that advertisers receive complete and accurate data about their campaign performance.

Advertiser Benefits and Campaign Optimization

The partnership delivers several key advantages for advertisers utilizing Disney+'s ad-supported platform. According to Lucy Gregory, the collaboration enables advertisers to make informed decisions about efficiently planning and optimizing investments across streaming and linear TV for Disney+.

The measurement solution provides advertisers with tools to analyze campaign performance across multiple dimensions, facilitating more effective media planning and optimization. This capability allows for real-time adjustments and improvements to campaign strategies based on actual performance data.

Business Impact and Industry Implications

The establishment of independent measurement capabilities for Disney+ advertising campaigns represents a significant development in the streaming advertising landscape. According to industry participants, the ability to measure campaign performance independently across multiple channels addresses a crucial need in the market.

Corporate Communications and Contacts

For additional information about the partnership and measurement capabilities, Kate Davis serves as the Corporate Communications Manager for The Walt Disney Company. Martin Kokholm, Head of Marketing & Communications at AudienceProject, manages communications regarding technical aspects and implementation details.

Platform Integration and Data Analysis

The integration of AudienceProject's measurement capabilities with Disney+ builds upon existing SaaS infrastructure. According to the documentation, AudienceProject's status as a leading SaaS company positions the platform to deliver comprehensive cross-media measurement solutions that support confident marketing decisions.

The measurement system accommodates the diverse content offerings available on Disney+, which according to platform documentation, includes feature-length films, documentaries, live-action and animated series, and short-form content. This variety necessitates sophisticated measurement methodologies capable of tracking engagement across different content types and formats.

European Market Penetration

The initial focus on the United Kingdom, Germany, and Nordic markets reflects strategic prioritization of key European territories. According to the press release, these markets represent significant opportunities for advertisers seeking to leverage Disney+'s premium content environment, which reaches millions of viewers.

The phased approach to market expansion demonstrates careful consideration of regional variations in advertising ecosystems. The measurement solution's architecture accommodates multiple European markets while maintaining consistency in measurement methodologies and reporting standards.

Technology Infrastructure

AudienceProject's measurement system operates across the complete spectrum of digital devices and platforms. According to technical specifications, the solution provides comprehensive coverage of mobile devices, tablets, and connected TV environments, ensuring complete measurement regardless of viewing platform or device type.

The system architecture supports both standalone campaign measurement and integrated cross-media analysis. This dual capability enables advertisers to evaluate Disney+ campaign performance either in isolation or as part of broader media initiatives that span multiple channels and platforms.

Data Collection and Analysis Methodology

The measurement solution employs sophisticated methodologies for tracking campaign performance across various metrics. According to the technical documentation, the system captures and analyzes data related to reach, frequency, and brand impact, providing advertisers with comprehensive insights into campaign effectiveness.

The integration of cross-media measurement capabilities allows for analysis of incremental reach and impact generated by Disney+ campaigns. This functionality enables advertisers to understand the specific contribution of Disney+ advertising within their broader media mix.

Historical Context and Platform Evolution

Disney+'s evolution as a streaming platform includes significant developments in content offerings and advertising capabilities. According to platform documentation, Disney+ serves as the exclusive streaming destination for new releases from The Walt Disney Studios, complementing its extensive library of existing content.

The introduction of an ad-supported plan across twelve countries represents a strategic expansion of Disney+'s advertising capabilities. This growth in advertising inventory creates increased demand for sophisticated measurement solutions capable of tracking campaign performance across multiple markets and platforms.

Organizational Structure and Support

The partnership between Disney+ and AudienceProject involves coordination between multiple organizational entities. According to corporate documentation, key contacts include:

Kate Davis manages corporate communications for The Walt Disney Company, overseeing external communications related to the partnership and measurement capabilities.

Martin Kokholm, serving as Head of Marketing & Communications at AudienceProject, coordinates technical communication and implementation details from the measurement provider's perspective.

Future Development and Expansion

The partnership structure allows for future expansion into additional European markets. According to the announcement, the initial implementation in the UK, Germany, and Nordic regions establishes a foundation for broader European coverage as market conditions and technical capabilities evolve.

The scalable nature of AudienceProject's measurement solution supports future expansion while maintaining measurement consistency across markets. This architectural approach ensures standardized measurement methodologies regardless of geographic location or market specifics.

Technical Specifications and Requirements

The measurement solution implements sophisticated technical capabilities to track campaign performance across various platforms and devices. According to technical documentation, the system provides comprehensive coverage across:

• Mobile platforms supporting the Disney+ application
• Tablet devices accessing streaming content
• Connected TV environments delivering Disney+ programming
• Web-based streaming interfaces

Data Security and Privacy Considerations

The measurement solution incorporates robust data security measures to protect sensitive information. According to platform documentation, the system adheres to applicable privacy regulations while delivering comprehensive campaign measurement capabilities.

Implementation protocols ensure secure data collection and analysis processes, maintaining confidentiality while providing advertisers with necessary insights into campaign performance and effectiveness.