Disney is taking a bold step forward in its connected TV (CTV) strategy by introducing innovative ad formats that blend gaming and shoppable features. This exciting development is designed to enhance viewer engagement and offer brands unique ways to connect with their audience.

New Gamified and Shoppable Ad Formats

Disney's latest venture into CTV comes in partnership with BrightLine, bringing new "advergaming" formats exclusively to Hulu and ESPN. At launch, viewers can enjoy interactive experiences like trivia games and beat-the-clock challenges. Topgolf has taken the lead as the charter advertiser for the Beat the Clock challenge, a game that can be played using a TV remote.

In addition to these gamified ads, Disney has collaborated with artificial intelligence firm Kerv to develop three new ad formats: Sync, L-Bar, and Impulse. These formats incorporate QR codes, graphics, and product carousels to drive transactions directly through CTV. Earlier this spring, Target and Nespresso tested the Impulse format in their campaigns, showcasing its potential to engage viewers and facilitate seamless shopping experiences.

Enhancing the Viewer Experience

The new ad formats are part of Disney’s strategy to leverage the digital capabilities of CTV, setting it apart from traditional linear TV. By making ads more interactive, Disney aims to keep viewers engaged longer and encourage offsite purchases through QR codes and other interactive elements.

“Brands come to Disney with the intent of delivering new, unique advertising experiences for consumers that both drive engagement and provide a seamless viewing experience,” said Jamie Power, Senior Vice President of Addressable Sales at Disney. “Offering expanded shoppable ads and advergaming formats to marketers will allow them to connect with audiences in a more differentiated and dynamic way.”

Previous Success and Future Potential

Disney's partnership with Kerv builds on the success of Gateway Shop, a shoppable product introduced in January. Marketers like Unilever have already adopted this format, which is available on platforms including Disney+ and Disney Advertising’s programmatic marketplace. Nespresso and Target's use of the Impulse format, which features product images above a QR code with a “scan to shop” prompt, has demonstrated the potential for these ads to drive consumer transactions.

Shoppable ads have become increasingly popular as publishers seek to prove the direct impact of campaigns on sales. Amazon has introduced similar concepts for Prime Video, which began showing commercials earlier this year.

Pioneering Advergaming

While shoppable ads are gaining traction, gamified ads or "advergaming" remain a more experimental approach. Disney and BrightLine claim their new ad formats are a first for CTV. The Quiz Show format provides multi-question trivia during ad breaks, while Beat the Clock involves timed challenges themed around a brand. Topgolf’s version of Beat the Clock, which debuted earlier this month, allows users to perform powerful golf swings on a virtual course using their TV remote.

“At BrightLine, we believe in pushing the boundaries of what’s possible in advertising, and these interactive advergaming experiences are a perfect example of how we can engage viewers in new and exciting ways,” said Michael Bologna, Chief Accelerator at BrightLine.

Expanding CTV Strategy

Disney's enhanced CTV strategy aims to transform streaming into a more profitable venture. During its recent upfront presentation, Disney announced a partnership with Walmart to leverage the retailer's media network for better targeting and measurement of CTV campaigns.

As Disney continues to innovate with interactive and shoppable ad formats, it is setting a new standard for how brands can engage with audiences on connected TV. This evolution not only enhances the viewing experience but also provides marketers with powerful tools to connect with consumers in meaningful ways.