Approaching the one-year anniversary of its ad-supported tier, Disney+ has doubled down on delivering deeper ways for advertisers to reach audiences at scale with the most flexible solutions in the industry.

Advanced audience targeting, additional programmatic marketplaces, expanded ad formats and enriched measurement across verification, identity, effectiveness and attribution are now all available on the service, the streamer said in a media statement.

“Consistent with Disney’s strategic approach, we spent the last 10 months testing, learning and listening to our consumers and clients. That’s how we continue to create viewer-first experiences while simultaneously introducing new capabilities, functionality and formats,” the statement quoted Rita Ferro, President, Global Advertising, Disney, as saying.

 “We’re seeing increased engagement and time spent, and now providing greater accountability for marketers through robust measurement, proving that premium content matters,” she added.

Fifty percent of new subscribers choose the ad tier, and from March to September 2023 the service has seen 35 percent increased engagement. As the ad-supported Disney+ audience grows, so does the ability to deliver impact for advertisers, the company said.

This was done while keeping a complementary ad load aligned with viewing behaviour to deliver a best-in-class consumer experience. Solutions for measuring the impact of campaigns to meet and maximize advertisers’ performance objectives have continued to solidify Disney as the leader in the marketplace, it added.

The company said that for the first time, for example, ad targeting is now available for marketers to reach audiences with precision, across demo (age and gender); geography (State/designated market area) and audience segments stemming from Disney’s award-winning, proprietary first-party Audience Graph.

Disney is expanding programmatic opportunities to include biddable transactions, available through private marketplaces or invite-only auctions. Available across 30 DSPs (demand side platforms), representing large scale, midmarket and local platforms allows advertisers to unlock Disney’s premium content at scale, with more choice and control than ever before.

Building on its legacy of market-defining, consumer-first formats, the statement elaborated, Disney+ is now accepting an expanded range of creative lengths (midrolls, and :15s to :90s), in addition to select content sponsorships, which are now available for the 2023 holiday season.