Disney Uses AI For Advertising Tools Adjusted To Movie Mood And TV Series

Disney announced the use of artificial intelligence (AI) in developing new advertising tools (photo: x @DisneyPlus)

JAKARTA - Disney has announced the use of artificial intelligence (AI) in developing new advertising tools that will help brands adjust their ads to the mood of certain scenes in films or television series.

The tool, dubbed "Magic Words Disney", presents a new form of contextual advertising for Disney+ and Hulu streaming services. Through a combination of AI and machine learning, it analyzes and marks scenes across its library, identifies content, brands, images, and moods.

Brands can use these descriptive tags, known as metadata, to identify certain scenes or moods, and then customize their messages according to them.

This allows to abandon the audience's targets in general and buy specific audiences, link consumer emotions to the audience level. These new advertising tools have been piloted by six global advertising companies in early beta tests, including Omnicom, Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicist Media.

Disney announced the new advertising feature at the Consumer Electronics Show in Las Vegas. Rita Ferro, head of Disney's global advertising sales, said the feature allows advertisers to maximize the impact of their messages because it fits the concept perceived by viewers.

Disney's streaming advertising technology is important as advertisers move from conventional cable and broadcasting TVs. Disney's advertising revenue fell nearly 3% in the first quarter of the 2024 fiscal year to $3.35 billion, reflecting a decrease in the number of traditional TV viewers.

Disney+ with paid ad versions has attracted more than 1,000 advertisers in the first quarter, up ten times from when it launched. CEO Bob Iger stated that their revolutionary approach to technology will ensure their streaming portfolio becomes the main destination for future brands.

About half of the consumers who signed up for Disney+ opted for a lower-cost version that includes advertising, according to Joe Earley, Disney's direct business president. Disney has spent several years designing ad technology specifically aimed at streaming, starting with Hulu services launching as a free service with advertising support in 2008.