Amidst the constantly evolving streaming ecosystem, Disney+ Growth Marketing proposed a new game-changing technology to the Yahoo DSP team to improve CTV app install efficiency, unlocking optimization for programmatically driven app installs for the first time.

Yahoo DSP’s collaboration with Disney+ Growth Marketing served to address these challenges directly and seize new opportunities as the streaming landscape becomes increasingly competitive. With a successful track record of partnering with Yahoo on first-to-market solutions, Disney+ proposed a new game-changing technological solution to the Yahoo DSP team. The Yahoo team’s goal was to enable Disney+ to grow subscriptions for its streaming app in an efficient and measurable manner.

To further boost viewership, tune-in, and signup volume and create a new user sign-up avenue for films and series like Elemental, The Little Mermaid, and Loki Season 2, we employed a creative testing strategy focused on the QR format. This innovative approach allowed us to enhance user engagement and streamline the signup process. The integration of data across Kochava, Yahoo, and Disney+ enabled seamless data flow and connectivity, enhancing our ability to track and optimize the campaign’s performance. By unlocking a plethora of new platforms for media serving, we increased subscriber volume significantly. This integration and application of data-driven insights not only optimized our media strategy but also enhanced the overall user experience, driving measurable success and continuous improvement.

Amidst the competitive and constantly evolving streaming ecosystem, Disney+ Growth Marketing faced the task of improving CTV app install efficiency. This entailed meeting ambitious goals for measurement, performance, and optimization on the Disney+ platform. Disney+ Growth Marketing proposed a new game-changing technology to the Yahoo DSP team to improve CTV app install efficiency. Yahoo’s team built this CTV app install product from the ground up, which succeeded in unlocking optimization for programmatically driven app installs for the first time.

Yahoo DSP’s collaboration with Disney+ Growth Marketing addressed the initiative’s challenges directly, seizing new opportunities as the streaming landscape becomes increasingly competitive. With a successful track record of partnering with Yahoo on first-to-market solutions, Disney tapped the Yahoo DSP to grow subscriptions for its streaming app, Disney+, in an efficient and measurable manner.

Leveraging Yahoo ConnectID and Yahoo Blueprint, we successfully targeted the right living rooms at the right price across 205 million logged-in US users. This data-driven strategy achieved an average cost per acquisition that was 36% below Disney’s target CPA range. As a result of Yahoo's strong performance, Disney+ has accelerated its acquisition initiatives globally with Yahoo DSP. In September 2023, Disney’s summer promo marked the first expansion into international markets, initially testing in 3 markets. Since then, Disney’s coverage has grown to 8 markets globally and has 6x increased Programmatic CTV investment with Yahoo YoY.

Elemental became the most viewed movie premiere in 2023 on Disney+ and ranked among its top 10 movie premieres of all time, earning 26.4 million views in its first five days of streaming. This demonstrates how our data-driven approach significantly enhanced consumer experience, drove behavior change and had a substantial business impact.