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Friday, April 28, 2006

Disney's Smart Interactive Ads

Disney is being forward-thinking in releasing a new ad system (Reuters) in conjunction with putting its TV shows online. Instead of the normal flurry of short spots, each episode of Desperate Housewives, Lost, etc. will have a single advertiser throughout, and the ads will be interactive.

Disney could take it even further and encourage advertisers to create a series of spots within each program (such as a car chase for BMW), so that viewers would have more incentive to pay attention for each ad.

The ad system enables Disney to target ads to different viewers, which is becoming a requirement anymore. The Mouse already has an all-star lineup of advertisers who will participate in a trial. Although the company doesn't expect "meaningful" revenue from its online content anytime soon, I'll be they'll blow away their revenue from selling shows on iTunes in short order.

By Jason Dowdell at 11:50 AM | Comments (0)

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