Driving Advertiser Transformation with Cutting-Edge Features and Functionality: A Self Service Story in 2023
Disney Advertising has been at the forefront of harnessing the power of streaming TV and automation to streamline the campaign planning process for brands and agencies of all sizes. Through Hulu Ad Manager, we’re making it easier than ever for you to reach engaged consumers in a premium, brand-safe environment, and we’re continuously enhancing our offerings based on feedback from our advertisers.
As we look back on 2023, we can’t help but feel proud of all that we’ve accomplished, and we could not have done it without the support of advertisers like you. Our accelerated roadmap and expanded feature offerings have resonated well, with over 4,200 and 1,000 agencies choosing Hulu Ad Manager to convey their brand message and connect with fresh audiences. Here are some of the accomplishments of 2023 to set your business up for success in the new year:
- New account management features were introduced to better serve the needs of our growing advertiser base. These features include the ability to add multiple brand sub-accounts to your main account and the ability to assign user roles with specific permissions. Agencies, for example, can now easily manage and buy media on behalf of multiple advertisers. They can also assign administrators, buyers, and analysts with specific permissions. With the addition of these new account management features, over 1,000 agencies – most of whom were new to Disney Advertising – began leveraging Hulu Ad Manager for their clients.
- Proprietary Disney Select audience segments were made available to advertisers. Depending on the type of advertising, advertisers on our platform now have access to Disney Select audience segments, powered by one of the largest audience graphs available. These turnkey audience segments were designed to meet advertiser KPIs and are continuously enhanced based on the countless ways Disney connects with consumers daily. Advertisers on our platform now have access to even more targeting options that can help deliver ad relevance and measurable impact. After the launch of Disney Select audiences, we have seen over half of advertisers leverage our audience segments to enhance the effectiveness of their campaigns.
- Political advertisers were welcomed onto our platform starting in September, marking a milestone during the midterm elections. Political advertisers now have access to Hulu’s vast, diverse audience through our easy-to-use streaming TV advertising platform. To date, over 350 political advertisers from across the country have leveraged Hulu Ad Manager to run both national and local campaigns.
- A managed service offering that provides additional support from dedicated Account Representatives for qualified advertisers was launched. This service is perfect for larger advertisers and agencies who need a bit more support without sacrificing control and all of the other benefits of having access to a self-serve platform.
This underscores Disney Advertising’s commitment to driving innovation and improving customer experiences, with technology and data at its core.
One final thing: earlier this year, we began the process of rebranding Hulu Ad Manager to Disney Campaign Manager. We can’t wait to share more about what’s to come in the new year, and we’ve never been happier to be a part of the Disney family. Cheers to 2023 and to all that lies ahead!