Disney is launching a new advertising product called Luminate that is offering marketers data-based targeting for ads across Disney’s brands including ABC, ESPN, Freeform and the Disney Channels.
Disney said Luminate will contain offerings like linear optimization, digital audience guarantees, digital private marketplace (programmatic), attribution studies to quantify advertiser return on investment and ESPN’s LiveConnect lead solution for live sports, which will now be used to explore ways to extend to live events across the entire Disney portfolio.
Disney is working with third-party attribution vendors including Data Plus Math, Accenture and Samba TV to substantiate KPIs. The service will use a combination of client data, Nielsen and/or The Walt Disney company’s first-party data.
The new product suite is being led by Disney’s global advertising sales and ad technology team—a part of the company's new Direct-To-Consumer and International segments. It’s being run by Laura Nelson, senior vice president of audience solutions at Disney/ABC advertising sales and marketing, and Vikram Somaya, senior vice president of global data and ad platforms at ESPN.
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“We are proud to aggregate a suite of solutions that takes a measured, collaborative and most importantly, a brand and data safe, approach to meeting the challenges our industry is facing. We are confident in the customized combination of services Luminate will offer the advertising industry,” Nelson said in a statement.
“At ESPN we are focused on delivering a relevant, targeted experience to all sports fans. Our Live Connect suite of products offers advanced linear, mobile and digital targeting capabilities—including our flagship emotional targeting product Live Connect Heart—that work hand in hand with Luminate to provide a holistic platform experience to all Disney Difference marketer clients,” Somaya said.