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Disney is leveraging artificial intelligence (AI) and will introduce Disney’s Magic Words, a breakthrough advertising tool tailored for two platforms: Disney+ and Hulu. This new innovative tool employs artificial intelligence and machine learning to analyze scenes and identify content, branding, imagery, and mood.
The new Disney Magic Words tool helps brands leverage descriptive metadata to tailor commercials to the mood and theme of specific scenes within movies and TV shows. This allows advertisers to tailor their messages to resonate with viewers on a deeper level. Disney is owned by Dentsu, Omnicom, Horizon Media, GroupM, IPG Media Brands, and Publicis Media. The collaboration further aims to improve the effectiveness of contextual advertising through AI-powered insights.
Rita Ferro, Disney’s global head of advertising sales, further emphasized Magic Word’s ability to maximize advertising effectiveness by aligning with viewers’ experiences and emotions. This strategic approach further aims to increase audience engagement and brand resonance. Disney’s investment in streaming advertising technology underscores the company’s commitment to evolving consumer preferences as advertisers shift away from traditional broadcast and cable TV. Disney+ attracted more than 1,000 of his advertisers in the first quarter, and CEO Bob Iger credits the company’s dedication to revolutionizing the streaming advertising experience. Disney’s integration of the new Magic Word tool reflects a proactive approach to meeting the evolving demands of advertisers and viewers in the streaming era.
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