Disney's new advertising program incorporates Hulu into its broader ad sales portfolio

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 05, 2020, 4:57 PM UTC

The program will be available for campaigns from 1st of October.

The media conglomerate will unify its ad sales strategy under Disney Hulu XP, one year after it took full control of streaming service. Advertisers will be able to buy ads across Hulu and Disney's digital video inventory as part of a single deal.

Connecting Hulu to its overall portfolio would enable Disney to measure people's exposure to campaigns and impact on the advertisers business. Disney will also adopt Hulu's ad exposure guidelines – users will not see the same campaign twice in the same show and more than four times in a day.

Lisa Valentino, EVP of client and brand solutions at Disney Advertising Sales said the company wants to market itself as "one portfolio".  A separate deal with measurement firm Samba TV will develop a platform that could tie ads to its business outcomes.

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