• by Wayne Friedman , January 10, 2024

Disney on Tuesday disclosed that its self-service Disney Campaign Manager platform -- used mostly by small to mid-sized marketers and agencies -- has grown to onboarding 4,200 brands and 1,000 agencies since its launch in 2021.

Significantly, Disney said 85% of the agencies using it are new Disney Advertising shops.

Media-buying self-service is “where the enhancements of data and technology have really come to the forefront,” Dentsu Senior Vice President of U.S. National Video Innovation Brad Stockton said in a statement included in Disney's release, adding: "Advertisers want more control over where they're going and being able to be more agile and nimble with their executions.”

Disney also disclosed that nearly 16,000 unique campaigns were launched on its campaign manager, which offers media buys for as little as $500 per unit.

The platform enables smaller advertisers and brands to target campaigns by geographic, demographic and other audience breaks, as well as by programming genre and media device being used.

The company said domestic ad inventory from streaming platforms Disney+ and ESPN+ will be available through the campaign manager later this year, and that the offering is also being rolled out globally.