Disney has announced that it will be adding a new virtual “Storefront” to its streaming services, Disney+, ESPN+, and Hulu, as it teams up with ad-tech startup Shopsense to create new virtual storefronts linked to some of the commercials shown on its streaming outlets, that will allow viewers to order snacks or purchase products that have been advertised in shows, movies or live sports.

According to Variety, the new store will feature a partnership between Disney and Gopuff, a digital delivery service, to offer a virtual “concession stand” that makes advertising more interactive.  

Jamie Power, senior vice president of addressable sales for Disney, said in a statement:

“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience.  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.”

This isn’t the first time Shopsense has teamed up with a streaming service, having previously collaborated with Paramount and NBCUniversal to create advertising opportunities during events such as MTV’s Video Music Awards and the Olympic Games.

One of the shows that will likely see interactive shopping opportunities during the upcoming season of the 21st season of “Project Runway, which returns at the end of July on Freeform, Hulu and Disney+.   Dick’s Sporting Goods will feature its Calia women’s fashion brand, and viewers will be able to visit a curated storefront of items to purchase.

Roger’s Take:  While the integration of different and interactive commercials will no doubt please advertisers, especially as traditional advertising becomes less effective.  I can’t help but feel this is a slippery slope to more intrusive advertising, and more people will see these ads, as Disney prioritises ad-supported tiers over ad-free experiences to make more money.   

The shift to streaming is offering alternatives to traditional commercials.  Offering a QR code to make it easier for consumers to find out more about a product or to place an order, isn’t necessarily anything new, but it looks like the technology is continuing to evolve.  It’ll also be interesting to see if this technology will also be eventually rolled out internationally as the ad-supported tier grows globally.

What do you think of this idea?  Let me know on social media!

Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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