Disney has introduced a groundbreaking advertising tool titled "Disney's Magic Words," set to revolutionize brand engagement on its streaming platforms, Disney and Hulu. This innovative tool, harnessing the power of artificial intelligence and machine learning, scrutinizes scenes in movies and TV shows to identify elements such as mood, content, and brands, as per reports from Reuters. By utilizing metadata tags generated by "Disney's Magic Words," advertisers can pinpoint specific scenes or moods within content, facilitating personalized messaging tailored to resonate with viewers' emotions. This strategic shift from broad demographics to precise audience targeting represents a significant advancement in advertising strategy.The early beta testing phase of Disney's new ad product sees participation from six major global advertising firms, including Omnicom, Dentsu, GroupM, Horizon Media, IPG Mediabrands, and Publicis Media.

Rita Ferro, Disney's global head of ad sales, emphasizes the tool's potential to enhance the impact of advertisements by aligning them with viewers' experiences and emotions. Disney's move comes amidst a decline in traditional TV viewership, with advertisers increasingly focusing on streaming platforms.Despite a three percent decrease in advertising revenue in its fiscal 2024 first quarter, Disney's ad-supported streaming service has garnered significant interest from advertisers, attracting over 1,000 advertisers in the same period, according to CEO Bob Iger. With half of Disney's streaming subscribers opting for the ad-supported version, Joe Earley, president of Disney's direct-to-consumer business, underscores the importance of refining ad technology tailored for streaming platforms.

Disney's investment in streaming ad technology reaffirms its commitment to providing advertisers with innovative solutions for effective audience engagement.Leveraging its extensive experience in streaming advertising dating back to Hulu's launch in 2008, Disney aims to position its streaming portfolio as the preferred destination for brands in the evolving digital landscape. Through "Disney's Magic Words" and other technological advancements, Disney seeks to reshape the future of advertising on streaming platforms, offering advertisers unprecedented opportunities for audience engagement and brand promotion, according to industry sources.