May 19, 2020

Disney announces broad multi-year advertising partnership with Google

disney
ABC
ESPN
Google
hotmaillogin
2 min
Disney announces broad multi-year advertising partnership with Google

The Walt Disney Company announced today its plans to move all its digital properties to Google’s advertising platform, Google Ad Manager, according to a report by Variety. Disney properties included in the deal are: Disney, ABC, ESPN, Freeform, Marvel, Pixar and Star Wars.

According to Adweek, the deal effectively severs Disney’s ties to its previous advertising service, Comcast’s Freewheel platform.

“Disney’s digital properties reach about 230 million users worldwide, who spend more than 14 billion minutes of time per month visiting them, according to comScore data for September 2018”

Under the new deal, Disney will sell cross-platform advertisements, direct-to-consumer content offerings,long-form VOD, live-streaming video, short-form video, news content (both video and text), and fantasy games, Variety reports.

Both Disney and Google have confirmed the new deal will last for multiple years, but neither have specified how long it will last or provided financial details. Negotiations are reported to have lasted ‘about a year’, according to Aaron LaBerge, CTO of the Disney Direct-To-Consumer and International segment.

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“The Walt Disney Company and Google have both been at the forefront of transforming the advertising experience and we’re excited to continue driving the industry forward together,” said Kevin Mayer, chairman of direct-to-consumer and international at Disney.

Philipp Schindler, CBO at Google said of the deal: “With this new collaboration, we are bringing the best of our digital ad technology to Disney to power a new advanced video experience with ads that are relevant and seamlessly served on any screen or content, whether that’s on the web, in mobile apps, streaming through connected TVs, or for live events.”

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Jun 21, 2021

How AWS helps NASCAR delight its fans

AWS
NASCAR
3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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