Disney is joining an increasing number of businesses to offer consumers the ability to instantly purchase goods they see on television.

The media behemoth debuted Gateway Shop, its first streaming shoppable ad format, in beta last week. Disney claims that users of Gateway Shop will be able to receive customized product prompts via push notifications to their phone or email without interfering with the streaming show they are watching.

“We want to make it as easy as possible for consumers to connect with the brands they love without interfering with their streaming experience.” Disney Advertising’s senior vice president Jamie Power stated in a statement, “We believe shoppable experiences not only compliment, but elevate, streaming in a cross-screen environment. Innovation is in Disney’s DNA.

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This is in line with the recent trend of businesses investigating shoppable advertisements. The addition of these features seems to be a part of a wider movement to give consumers a more consistent experience across all platforms. At a time when media corporations are looking to save expenses and make a profit on their expensive streaming services, the trend offers a new source of money.

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TheTake, a provider of video technologies, partnered with DAZN and Telly, a maker of smart TVs, in January to offer their customers an enhanced interactive purchasing and viewing experience. Displace, a home entertainment firm, announced last year that it will showcase two new TVs at CES 2024 that included NFC payment scanners, thermal cameras, and artificial intelligence to allow users to shop while watching content. Before before, Walmart and NBCUniversal collaborated to debut a number of shoppable advertisements on Peacock that featured merchandise from Bravo’s Below Deck Mediterranean series.

The ways in which audiences behave have evolved, and advertising ought to adapt to meet the needs of both viewers and advertisers. In an interesting and non-disruptive structure, Gateway Shop gives viewers choice and control, according to a statement from Disney’s senior vice president for advertising platforms, Amy Lehman.

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Disney’s prior advertising experiments, such as Binge and Pause Ads, which were “viewer-first and choice-based” ad formats, and GatewayGo, which was the company’s “first iteration of a commerce-enabled ad format,” were released before Gateway Shop.

Disney stated that it intends to keep improving its personalized tools, interactive formats, and streaming commerce experiences.