Disney+ has become part of Barb’s Advanced Campaign Hub.
The move means users of the pre-campaign tool will now be able to include Disney+ when planning and optimising their campaigns.
Barb’s estimate of the number of households on the Disney+ ad tier subscription is also available and will be updated daily.
Advanced Campaign Hub uses Barb panel and first-party data alongside census-level impressions supplied by participating VOD services.
Amazon Prime Video, Netflix and Discovery+ joined Advanced Campaign Hub last year.
“Our addition of Disney+ to Advanced Campaign Hub fulfills a core demand of our users, giving them the ability to plan their ad campaigns across all four of the largest pure-play VOD services in the UK, alongside broadcasters’ VOD services and linear channels,” said Luca Vannini, head of campaign audiences at Barb.
Disney+ was the first VOD platform to become a subscriber to Barb, joining in 2021. In a sign of its commitment to the UK TV industry, it also became an associate member of TV marketing body Thinkbox last year.
At last week’s Connected TV World Summit, Barb CEO Justin Sampson said Barb has been working with streaming companies “much more collaboratively” in recent years.
He further hinted at efforts to not only add streamers to Advanced Campaign Hub, but also post-campaign reporting platform CFlight within the next year.
The effort comes as Barb has also begun strengthening its focus on non-traditional TV. The joint industry currency recently announced it would start incorporating viewing of YouTube channels into an expanded measurement initiative for YouTube content viewed on TV sets.
Moreover, the Disney+ announcement follows a spate of tech developments at Barb. Last week, it appointed RSMB to create one system to house Advanced Campaign Hub and post-campaign evaluation service CFlight together.
Last month, it selected MediaSense and Snowflake to handle its new cloud-based Barb Data Hub.
And in January, Barb commissioned two prototypes and two new datasets for Barb Panel Plus.
