Disney+ Launches Four DXC Interactive Ad Formats for Enhanced Brand Recall

Disney recently shared details on the launch of four interactive ad formats on Disney+ powered by the Disney eXperience Composer. This platform allowed for the creation and deployment of various ad formats, ranging from a single notification unit in April 2025 to more sophisticated formats like pause triggers and interactive overlays by early 2026.

The Disney eXperience Composer (DXC) serves as an internal creative platform that streamlines the process of developing and delivering interactive ad units. It enables product teams to experiment with new formats without the need for extensive engineering work for each launch. This modular environment speeds up the release of new formats, resulting in four distinct categories debuting between April 2025 and early 2026, which is quite fast for a premium streaming platform like Disney+.

The significance of DXC doesn’t stop at internal efficiency. It also benefits advertisers working across different genres like entertainment, sports, franchise, and news content. With DXC standardizing creative across Disney+ and ESPN, advertisers can create content that works seamlessly across various platforms, ultimately enhancing the viewer experience. This is especially relevant as streaming platforms continue to diversify their inventory and purchasing options.

The first format introduced through DXC was Gateway Go in April 2025, followed by Pause Ads in October 2025 and an extension called Pause+ in winter 2025. Gateway Go allows viewers to interact with offers or reminders through push notifications, emails, or QR codes without interrupting their viewing experience. Early data showed that Gateway Go performed significantly better than industry benchmarks in terms of engagement.

Pause Ads appear when a viewer pauses playback, providing non-intrusive brand exposure during natural breaks. This format aims to build brand awareness rather than drive immediate engagement or conversions. Pause+ expands on the Pause Ads concept by adding interactive features like Billboard, Trivia, and Carousel, each serving different advertiser objectives. Trivia in particular boasted 10 times the industry benchmark for brand recall during beta testing but didn’t specify the exact benchmark used.

The launch of Pause+ occurred shortly after Disney adjusted their ad-free tier pricing to $18.99 in October 2025, aligning with the industry trend of offering attractive ad-supported tiers to balance revenue streams while enhancing user experiences. By offering a range of interactive ad formats, Disney is not only increasing engagement on Disney+ but also setting a new standard for digital advertising in the streaming space.