Disney has announced details on the launch of GatewayGo on Hulu. It’s a new ad experience designed to allow viewers to connect and interact directly with a brand and take action on their second screen — like access personalized offers, while being minimally intrusive to the viewer. SmileDirectClub, The RealReal and Sweetgreen are among Disney’s exclusive launch partners for this new experience.
GatewayGo couples traditional living room video ads with new, action-oriented capabilities to facilitate seamless connections between viewers and advertisers — such as receiving more information from a brand.
“For our brand partners, the power of this ad experience lies in its ability to give viewers a simple way to engage with brands and take action on their mobile device,” says Laura Nelson, SVP, Cross Portfolio Solutions, Disney Advertising Sales. “Ultimately, this helps advertisers get closer to their conversion goals with Streaming TV.”
“The total addressable market for luxury consignment is massive. Hulu’s reach and platform has allowed The RealReal to capitalize on this opportunity. Through Hulu’s GatewayGo, we’re looking forward to expanding our innovation in the interactive ad space,” said Marc Viale, Chief Growth Officer at The RealReal.
Disney have said that they know this format will resonate with audiences — in surveys, 6 out of 10 streaming viewers would likely consider purchasing from the brand after redeeming an offer, among other things.
When a viewer sees the GatewayGo experience, they can request to have more details about the company or an offer sent to their mobile phone or tablet via a push notification, email, or scan a QR code. By leveraging these channels to engage with a brand, they’re inspiring their viewers to take action while delivering on the promise of a better ad-supported viewing experience.
“Working in partnership with Disney Ad Sales, my team will continue driving innovation to extend our viewer-first advertising efforts and bring new formats to life,” said Jeremy Helfand, Head of Advertising Platforms at DTCI Technology. “This experience builds the foundation for more bottom of the funnel ad experiences that will enable action, and ultimately, transaction, from viewers.” GatewayGo joins Disney’s suite of advertising offerings that can address the entire marketing funnel.