October 28, 2021

Disney Ad Sales enlists Standard Media Index’s new measurement product

Via adage.com

Amid an industry-wide bid to improve measurement, Disney Advertising Sales struck a deal with Standard Media Index, a source of ad spending data, to help better understand the Mouse House's revenue and audience. 

Supported by SMI’s expenditure data representing around $90 billion worth of major media buyers’ spending, the new Pricing Intelligence Suite tool will allow Disney’s ad sales arm to examine CPMs, or the cost of reaching 1,000 viewers, across over-the-top streaming, connected TV and digital video.

Crucially, the Pricing Intelligence Suite will allow the entertainment giant to get a glimpse into not only its own ad sales and pricing structures but those of its top competitors.

“SMI is one of the leaders in the marketplace, providing access to insights that help brands like ours pivot business strategies towards the future,” said Rita Ferro, president of Disney Advertising Sales. “As we continue to shift into an addressably led world, having actionable intelligence across the growth of streaming is of the utmost importance.”

Digital innovators and linear TV mainstays alike have recently announced their own plans for how to tackle addressability, including Disney, which just last week launched its own “clean room” data solution for marketers who are conscious of the privacy concerns that often underscore the implementation of personal data-heavy addressable advertising.

The new deal with SMI represents the latest investment by Disney’s ad sales team in pursuit of offering advertisers industry-leading insights, the companies said in a statement, highlighting Disney’s continued expansion into the world of ad-supported streaming.

“The rapid growth of OTT advertising is creating a need for greater understanding of what the true value of streaming ad units are - as determined by actual current market trends and an accurate view into competitive pricing across all platforms – so that units can be priced effectively,” James Fennessy, global CEO, Standard Media Index, said in a statement. “Standard Media Index’s Pricing Intelligence Suite enables sellers to understand how to optimize their own pricing and buyers how to properly assess what the market is. We are delighted to have Disney, as the leader in OTT, join with us in helping to define what the true value and impact of streaming advertising is today.”