Disney+, Hulu, and ESPN+ will soon get virtual “concession stands” and “storefronts” allowing viewers to purchase items directly from the streaming services.
Disney Streaming Virtual Concession Stands and Stores
Disney is partnering with Shopsense to create new virtual stores, which will be tied directly into their streaming services such as Disney+, Hulu, and ESPN+. These stores will be linked to the streaming services’ commercials and programs, so viewers can purchase products directly tied to the episodes, movies, or sports they are watching.
For the “concession stand,” Disney is working with food delivery service Gopuff. Viewers will be able to order snacks, drinks, and candy while watching their favorite show.
“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, Senior Vice President of Addressable Sales for Disney. “Advertisers are recognizing the shift. By connecting retail media signals to our content, we’re helping brands create more personal, actionable and measurable experiences — enabling shoppable storytelling and delivering solutions that truly move the needle.”
The service is the evolution of a “Shop” tab Disney+ first tested in 2022, allowing subscribers to access shopDisney (now Disney Store) products related to the program they were watching. Disney+ and Hulu also recently introduced a new Perks program giving subscribers access to exclusive discounts, free trials, and sweepstakes.
Disney and Amazon also recently struck a new deal to expand their advertising partnership, allowing advertisers using Amazon’s Demand Side Platform (DSP) to have improved targeting abilities and better align advertisements with viewers’ interests.
Source: Variety
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