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Disney Bolsters Live-Event Advertising Efforts, Unveiling Key Partnerships And Certification Program
Disney is boosting its advertising capabilities for live events, setting partnerships and introducing a certification program.
It said if a game is in its waning moments and then suddenly goes into overtime unexpectedly, it would now be able to offer a range of bid opportunities and enable dynamic pricing reflecting the real-time changes in supply and demand. “While a traditional media plan may be focused on even delivery throughout the week, brands can miss out on a highly engaged audience and all those edge-of-your seat moments in a live game, if they’re limited by standard rules and frequency caps. With the introduction of Disney’s DSP certification for live, now more advertisers – across an even wider variety of categories – can capture the spikes in critical moments of engagement and fandom.”
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