Disney is joining a growing number of companies to provide users with a way to instantly buy products they see on TV.
The media giant last week launched a beta program of Gateway Shop, its first streaming shoppable ad format. Through Gateway Shop, viewers will receive personalized prompts for products that are sent by push notification to their phone or email without disrupting the show they’re streaming, according to Disney.
“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 Power, Disney Advertising’s senior vice president, said in a statement.
This comes as more companies have been exploring shoppable ads over the last few months. The new features appear to be part of a larger trend to provide users with a more consolidated experience across devices. The trend represents a new revenue opportunity at a time when media companies are seeking to cut costs and turn a profit on their pricey streaming services.
In January, DAZN and smart TV manufacturer Telly teamed up with video technology company TheTake to give their customers a more interactive viewing and shopping experience. Last year, home entertainment startup Displace said it would demo two new TVs and CES 2024 that incorporated artificial intelligence, thermal cameras, and NFC payment readers to let viewers shop while they watch content. Prior to that, NBCUniversal and Walmart partnered to launch a series of shoppable ads featuring products from Bravo’s show Below Deck Mediterranean on Peacock.
“Audience behaviors 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,” Amy Lehman, Disney’s senior vice president for advertising platforms, said in a statement.
The release of Gateway Shop follows Disney’s previous advertising projects like Binge and Pause Ads, “viewer-first and choice-based” ad formats, on Hulu and GatewayGo, the company’s “first iteration of a commerce-enabled ad format.”
Disney said it plans to continue enhancing its interactive formats, personalization tools, and commerce experiences through streaming.
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