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09/07/2021

Target Touts Disney+ via Unique Ad Unit

Cyndi Loza
Managing Editor, Member Content, P2PI
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Target is using in-store screens to elevate a product it doesn't even sell: Walt Disney Co.'s video on demand, over-the-top streaming service.

Ads on screens for Target "Help Center" kiosks have recently spotlighted the Disney+ streaming service. The kiosks allow shoppers to scan SKUs to reveal their price, locate specific products and request assistance from an employee. Spotted in July, the Disney+ ads instructed shoppers to visit a page within the retailer's website (target.com/disneyplus) or scan a QR code directing shoppers to the streaming service's website. The page on target.com touts "endless entertainment for everyone" through Disney+ for $7.99 a month or $79.99 a year as well as: 

  • encourages shoppers to opt to bundle Disney+ and over-the-top streaming services Hulu and ESPN+, both of which Disney partly owns.
  • directs shoppers to a page within disneyplus.com, and 
  • links to brand shops within target.com for Disney brands Marvel, Pixar and Star Wars.

From July 25 though Aug. 7, Disney had sweetened its annual Disney+ subscription offer by dangling 25% off with a $25 target.com purchase, according to Disney fan website Inside the Magic.

Target's retailer media network, Roundel, is open to all national advertisers — even those whose products are not sold at Target stores. The mass merchant's relationship with Disney is particularly strong, however, since the mass merchant not only regularly stocks exclusive licensed items tied to Disney properties but also partnered with the entertainment giant to create dedicated Disney Stores at Target locations in 2019.

The partners also have a deeper media attribution relationship. In 2019, Roundel teamed with Disney Advertising Sales on an offering designed to arm Disney’s TV advertisers with data about Target shopper behavior. Through the partnership, for example, marketers who bought ads on a Disney channel, such as ABC or ESPN, would be able to see if their ad spurred product sales on a Target shelf, according to Ad Age. (The offering was specific to Disney’s linear TV channels and excluded properties such as Hulu or Disney+, Ad Age reported.)

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Help Center Kiosks at Target

Path to Purchase Institute editors noted Help Center kiosks began popping up in stores in recent years as Target stores underwent remodeling (and an initiative that is ongoing). Ads on screen kiosks, as well as those on self-checkout machines, occasionally plug limited-time, exclusive collections and promotions at Target, but plugging an OTT streaming service is a first and underscores the retailer's deep relationship with the mega media conglomerate. 

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