Disney Turns Streaming Into Shopping With New Interactive Ads

Disney is turning passive streaming into a full-on shopping experience.

As more viewers shift to streaming, Disney Advertising has launched two new interactive ad formats that aim to bring commerce directly into the viewing journey.

The move highlights Disney's ambition to create advertising experiences specifically designed for streaming platforms, rather than simply adapting traditional TV ads.

The first new format, "Shop The Stream," introduces digital storefronts tied directly to what viewers are watching.

In partnership with Shopsense, Disney allows viewers to shop for fashion, products, and merchandise inspired by shows, movies, and sports content.

For example, CALIA by DICK’s Sporting Goods will be featured in an upcoming episode of "Project Runway," giving fans a seamless way to buy items showcased on screen.

"Disney has always led by bringing the strongest stories and experiences to consumers. With Shopsense, we’re making those worlds shoppable," Glenn Fishback, CEO and Co-founder of Shopsense told DesignRush.

"This collaboration proves what’s possible when iconic content meets real-time inspiration: on-screen style becomes something you can actually make your own.”

Meanwhile, Disney is also collaborating with Gopuff to create a virtual concession stand.

Viewers watching content on ESPN, Hulu, or Disney+ will be able to order snacks and drinks for on-demand delivery without pausing their shows.

This feature taps into Disney’s Clean Room technology, which helps advertisers understand the overlap between viewers and Gopuff customers, allowing for more precise targeting.

"This partnership brings together two powerful platforms to reimagine what’s possible in entertainment and commerce," Michael Peroutka, Head of Ads & Agency Partnerships at Gopuff, told DesignRush.

"By enabling relevant, shoppable moments within Disney's streaming experience, we're meeting customers where they are."

 

 

 

 

 

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In addition to these moves, Disney recently struck a deal with Amazon to expand its connected TV ad reach, allowing advertisers to access Disney’s streaming inventory through Amazon’s DSP.

This opens up new avenues for programmatic buyers to combine Amazon’s retail data with Disney’s premium content, creating even more sophisticated audience targeting opportunities.

Turning Content Into Commerce

Beyond these two headline initiatives, Disney is continuing to build a comprehensive shoppable ecosystem across its streaming properties.

Using commerce-centric connected TV (CTV) formats, Disney incorporates interactive elements such as QR codes and send-to-phone prompts, allowing viewers to act on ads instantly.

Its shoppable social ads also give brands the ability to connect with audiences in mobile-first environments via carousel and collection formats.

At the core of these efforts is Disney Select, its proprietary data segment library, which powers advanced targeting and measurement.

Through partnerships with retail media networks like Kroger Precision Marketing and Walmart Connect, Disney is extending its data activation capabilities.

This allows advertisers to tap into shopper insights across a range of categories including grocery, personal care, and big box retail.

Overall, Disney is attempting to close the gap between viewer interest and actual purchases by aligning its premium content with actionable commerce experiences.

With consumers increasingly accustomed to immediate, frictionless shopping, the company's streaming platforms may soon double as fully integrated marketplaces.

Our Take: Is This the Future of Streaming Ads?

What really strikes me is how Disney is treating ads less like commercial breaks and more like built-in features of the content itself.

They’re reshaping how we define viewer attention all while selling inventory.

For brands, this forces a total rethink of ad strategy. You can’t rely on traditional interruptive formats when viewers can shop or order food without leaving the show.

With the right ad and marketing tools, agencies now have a chance to build campaigns that actually serve the experience, not distract from it.

That’s a very different creative challenge, but a more exciting one.

Recently, Amazon Prime Video hit 130M ad-tier viewers and unveiled new AI ad tools.