In gamechanger move, Walt Disney harnesses AI to stream ads that fit the mood of specific scenes | Tech News

In gamechanger move, Walt Disney harnesses AI to stream ads that fit the mood of specific scenes

Walt Disney is harnessing artificial intelligence to power a new advertising tool that will help brands tailor their commercials to fit the mood of specific scenes within a movie or television series.

By:REUTERS
| Updated on: Feb 10 2024, 10:16 IST
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1/6 1. Introduction to Google Quick Share: Google has introduced Quick Share, a wireless file-sharing feature for Android devices, in collaboration with Samsung. This move aims to provide Android users with a seamless and efficient way to transfer files, similar to Apple's AirDrop.  (unsplash)
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2/6 2. Partnership with Samsung: The Quick Share feature is a result of collaboration between Google and Samsung. Initially available on Samsung's Galaxy S24 series, it will later extend to Pixel devices and other Android smartphones.  (unsplash)
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3/6 3. Functionality and Similarities with AirDrop: Quick Share functions similarly to Apple's AirDrop, allowing users to effortlessly share files, photos, and videos with nearby devices. Android users can expect a quick and easy file-sharing process by selecting the file, tapping the share icon, and utilizing the Quick Share feature.  (unsplash)
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4/6 4. User Experience: When Android users first use Quick Share, they will receive a notification informing them of the transition from Nearby Share to Quick Share. The process involves selecting a file, tapping the Quick Share icon, and choosing the nearby device for the file transfer to commence.  (unsplash)
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5/6 5. Proximity Requirement: Effective file sharing through Quick Share requires the two devices to be nearby. This ensures the efficiency and reliability of the wireless transfer process.  (unsplash)
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6/6 6. Rollout and Future Availability: Google has begun rolling out the Quick Share feature for Pixel phones, with Android users expected to receive it through an operating system update. Notably, Google has also announced plans to make Quick Share available for Windows PCs, expanding its compatibility beyond Android devices.   (unsplash)
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Disney is using artificial intelligence to create a new advertising tool called 'Disney's Magic Words' that allows brands to tailor their commercials to fit the mood of specific scenes within movies and TV series on the Disney and Hulu streaming services. (REUTERS)

Walt Disney is harnessing artificial intelligence to power a new advertising tool that will help brands tailor their commercials to fit the mood of specific scenes within a movie or television series.

Dubbed "Disney's Magic Words," this tool introduces a new form of contextual advertising for the Disney and Hulu streaming services. It uses a combination of AI and machine learning to analyze and tag scenes across its library, identifying the contents, brands, images and mood.

Brands can use these descriptive tags, known as metadata, to identify a specific scene or mood and then personalize messaging to match.

"What that means is leaving broad demos (demographics) behind and buying specific audiences," said Geoffrey Calabrese, Omnicom Media Group's chief investment officer. "These magic words are literally going to be able to connect me to the emotions of the consumer, at an audience level. And for us, that's really a game changer."

Omnicom is one of six global advertising companies taking part in an early beta test of this advertising product, Disney told Reuters. The other beta partners are Dentsu, GroupM, Horizon Media, IPG Mediabrands and Publicis Media. The company announced the new ad features last month, at a showcase at the Consumer Electronics Show in Las Vegas.

Rita Ferro, Disney's global head of ad sales, said the feature allows advertisers to maximize the impact of their messages "because it resonates with concepts that the viewers experience."

Disney's investment in streaming ad technology comes as advertisers are moving away from broadcast and cable TV, along with viewers. The company's advertising revenue fell nearly 3% in its fiscal 2024 first quarter to $3.35 billion, according to LSEG, reflecting declines in traditional TV viewership. Researcher eMarketer estimated Disney accounted for about $790 million in revenue last year.

Disney does not report its advertising revenue.

CEO Bob Iger told investors during the company's quarterly investor call on Wednesday that the ad-supported version of the Disney service has attracted more than 1,000 advertisers in the first quarter, a tenfold increase from launch.

"Our revolutionary approach to technology ensures that our entire streaming portfolio will be the ultimate destination for brands in the years ahead," Iger said in a statement to Reuters.

Half of consumers who sign up for Disney opt for the less-expensive version of the service, which includes advertising, said Joe Earley, president of Disney's direct-to-consumer business. He said the company has spent years refining ad technology that has been designed specifically for streaming. Its Hulu service launched as a free, advertising-supported service in 2008.

"Disney didn't have to ramp up," Earley said. “It hit the ground running.”

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First Published Date: 10 Feb, 10:16 IST
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