Disney Unveils Gateway Shop
The goal of Disney’s commerce-led format, Gateway Shop is to help audiences connect with the brands they love without disrupting the content they're streaming.
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Disney connects THE STREAM to the shopping cart with a new commerce-led format, Gateway Shop. Disney has launched a beta program for its first native streaming shoppable ad format, which allows consumers to purchase their favourite items without disrupting their viewing experience.
Jamie Power, SVP, Addressable Sales, Disney Advertising, said, “With the most scale in streaming and the strongest audience signal through our foundational data and ad tech stack, Disney is uniquely enabled to power dynamic ad experiences that connect consumer interest and intent to the purchase – straight from the stream,”
“Our goal is to help audiences connect with the brands they love with the least amount of friction, without disrupting the content they’re streaming. Innovation is in Disney’s DNA, and in a cross-screen world, we believe shoppable experiences not only complement, but elevate, streaming,” Jamie added.
Amy Lehman, SVP, Advertising Platforms, said, “Gateway Shop is a prime example of the holistic approach we take to building viewer-first ad experiences and formats. Audience behaviours have changed, and advertising should reflect that and serve both viewers and marketers in new ways. Gateway Shop provides viewers with choice and control, in an engaging and non-disruptive format.”
With Gateway Shop, these viewers will receive personalised prompts for products that are sent directly to their phones via push notifications or email. Advertisers including Unilever are part of the limited beta, which drives awareness and conversion without disrupting the viewer experience.
Over the next few months, Disney will continue to enhance its interactive formats and commerce experiences in streaming, including the ability to send personalised emails and prompts for push notifications for products or offers within a TV ad unit.
