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Disney Expands “Magic Words” Ad Feature To Live Programming, Touts Other Tech Advancements At CES Showcase
In a showcase event at CES, Disney said it is expanding its "Magic Words" advertising feature, introduced last year, to live programming.
Citing the 157 million monthly active users across Disney+, Hulu and ESPN+, she said the new initiative would look to use technology to connect brands with key sports and live entertainment events using what Ferro called “scene-level metadata.” The presentation lasted less than 40 minutes and featured a handful of execs from the Disney Advertising group speaking at The Chelsea, a theater in the Cosmopolitan hotel. Prior to the showcase, Disney had introduced a separate set of live programming initiatives to enable brands to take advantage of unexpected sports moments.
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