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  • Writer's pictureAustin Lynch

Introducing Disney’s DRAX Expansion for Advertisers


DRAX Announcement

This week there was some BIG news brought to the advertising world by the entertainment titans over at Disney. As we all know, Disney is a powerhouse in the industry and has been creating imagination-capturing content for us and our kids for…..well seemingly forever!


Today, I’m diving into their game-changing announcement: the expansion of their advertising exchange, DRAX (Disney’s Real-Time Ad Exchange).


So what is DRAX and why should you care? I’m glad you asked. Let’s dive in!


First of all, no - we aren’t talking about the infamous hero from Guardians of the Galaxy.


Picture This: You’re a marketing professional or business owner sitting at your desk, wondering how you can get your business’ content in front of the right people (while also surrounding your brand with premium content). You personally consume content from huge platforms like Hulu and Disney+ but the barriers to entry seem daunting.


That was always the case…..UNTIL NOW.


Disney just dropped a bombshell announcement, telling the advertising world that they are now integrating their ad inventory on Hulu and Disney+ into Google’s Display and Video 360 marketplace (as well as into The Trade Desk).


Translation? It just got a whole lot easier to buy ads on these platforms!


Let me break it down for you a bit more.


Before this expansion, you could either get your ads on Hulu through their self-service platform or through a managed-service buy directly with the Hulu team. Managed-service buys can start in the tens of thousands of dollars, while their self-service platform still has a minimum ad spend buy of $500. Sure, $500 may be pocket change for your business, but the targeting on self-service is weaker than managed-service and not every business is ready to cough that up money on the regular to test out Hulu’s ad platform.


And then there's Disney+. No self-service platform there, so you’d previously have to go through their managed-service buys (with a starting CPM around $50 which got you BROAD targeting). That’s right, if you wanted to add more targeting - that means your CPM would go up even more. Ouch! 


But hold onto your Mickey ears because here comes the good part. With DRAX's expansion, the barriers are crumbling faster than Cinderella's carriage at midnight. Now, you can dip your toes into Hulu and Disney+ inventory without breaking the bank. That $500 minimum ad spend on Hulu? Gone. Poof. Sayonara. And as for Disney+, well, welcome to the world of options beyond managed service buys.


So what does this mean for you, the savvy marketer or business owner? It means you now have the opportunity to get your message in front of your target audience, surrounded by premium content, without having to take out a second mortgage. It means leveling the playing field, giving the little guys a fighting chance alongside the big spenders.


Imagine being able to run ads on Disney+ without having to sell your soul (or your firstborn). Imagine being able to fine-tune your targeting without feeling like you're throwing darts in the dark. It's a brave new world out there, and DRAX is leading the charge.


Now, I know what you're thinking. Is this too good to be true? Are there hidden Mickey traps waiting to trip us up? Well, like any good fairy tale, there are always challenges to overcome. While DRAX's expansion is undoubtedly a step in the right direction, it's not without its quirks and complexities.


Navigating the world of programmatic advertising can still feel like trying to find your way out of the Haunted Mansion. It takes time, patience, and a willingness to learn from your mistakes. It can feel daunting with so many choices and selections to navigate during the setup process.


But fear not, readers, for every challenge presents an opportunity for growth. At High Beam Marketing, we are staying up to date on the best ways to purchase this inventory and are skilled at making the right selections during setup to save you money during the testing process.


So, here's to Disney, the ultimate dream-maker, for giving us the tools to turn our advertising dreams into reality. And here's to you, the fearless marketers and business owners, for daring to dream big in a world that's constantly evolving.


Need help making magic and getting your brand in these premium locations using DRAX? Use our Contact Us form to get in touch today to start the conversation. It becomes available next month and you can bet we will be early users.

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