Disney+ Partners with Barb Advanced Campaign Hub for Media Promotion

Disney+ has some exciting news to share! They’ve officially joined Barb’s Advanced Campaign Hub, which means that users of the pre-campaign tool can now include Disney+ in their campaign planning and optimization.

Barb will be providing estimates of the number of households with Disney+ ad tier subscriptions, and these numbers will be updated daily. The Advanced Campaign Hub combines Barb panel and first-party data with census-level impressions from various VOD services, including Amazon Prime Video, Netflix, and Discovery+.

According to Luca Vannini, head of campaign audiences at Barb, adding Disney+ to the Advanced Campaign Hub was a response to user demand. It allows advertisers to plan their campaigns across all four major pure-play VOD services in the UK, as well as broadcaster VOD services and linear channels.

This move is part of Disney+’s commitment to the UK TV industry, as they were the first VOD platform to subscribe to Barb back in 2021. They also became an associate member of TV marketing body Thinkbox last year.

Barb’s CEO, Justin Sampson, recently mentioned at the Connected TV World Summit that they have been collaborating more closely with streaming companies. He hinted at plans to not only add more streamers to the Advanced Campaign Hub but also include them in the post-campaign reporting platform CFlight in the coming year.

Barb is expanding its focus beyond traditional TV, incorporating viewing of YouTube channels into their measurement initiatives for content viewed on TV sets. In light of these developments, Disney+ joining the Advanced Campaign Hub is just one of many tech advancements at Barb, including new cloud-based platforms and datasets to enhance their services.