A new campaign on Disney+ uses external attribution to track real business outcomes. ERGO and lead link aim to connect streaming ads with measurable results. The approach could reshape how brands evaluate video performance.
For publishers and marketers seeking to tie video ad spend directly to business results, ERGO and lead link have introduced a new approach on Disney+ in Germany. The companies are running what they describe as the first performance-driven video campaign on Disney+ in the EMEA region to use an external attribution solution, aiming to measure and optimize the impact of streaming ads on website visits, leads, and sales.
Traditionally, TV and Connected TV have been seen as tools for brand building. However, ERGO and lead link are demonstrating that streaming video can also drive lower-funnel actions, provided that campaign effects are tracked transparently and used for ongoing optimization. Since April 2026, ERGO has promoted its dental insurance product on Disney+, leveraging external attribution to monitor immediate user responses to ad exposures.
According to the companies, lead link continuously analyzed campaign data to refine targeting and creative throughout the campaign’s run. This process reportedly led to a significant improvement in cost per visit (CPV), showing that real-time insights can be used to optimize streaming campaigns for measurable outcomes. The campaign’s results suggest that streaming platforms can serve as performance channels, not just brand awareness vehicles, within modern media strategies.
ERGO’s Head of Direkt & Online Marketing, Paul Höser, said the company values not just potential reach but the actual impact of campaigns. He noted that transparent measurement and ongoing optimization of streaming campaigns, such as those on Disney+, open new opportunities for more relevant creative and data-driven media management. Lead link, a Munich-based firm specializing in response-based TV and Connected TV planning, provided the foundation for this approach by applying its optimization methodology-previously used on national streaming platforms-to a premium international service for the first time.
Andreas Blaue, CEO of lead link, emphasized that measuring campaign effectiveness is essential for driving sales, arguing that reach alone is not a business goal. He stated that streaming has the potential to become one of the most effective performance channels in digital marketing, provided that video campaigns are evaluated based on their actual contribution to business success. Julia Schörner, VP Disney Advertising GSA, said Disney+ is committed to evolving its ad offerings and providing advertisers with innovative solutions for independent measurement and analysis. She added that premium streaming environments can both build brands and deliver measurable business results.
The companies maintain that their Disney+ campaign demonstrates how streaming ads can be used for both brand building and performance marketing. This approach aligns with broader industry moves to make digital advertising more accountable and data-driven. Similar efforts to connect ad spend with measurable outcomes have been seen in other sectors, such as when Kroger Precision Marketing integrated sponsored product ads into its AI shopping assistant, leveraging first-party data for improved attribution.
ERGO Group is one of the largest insurance groups in Germany and operates internationally, serving millions of customers across more than 30 countries. Disney+ launched its ad-supported tier in select European markets in 2024, expanding opportunities for advertisers to reach premium streaming audiences with advanced measurement tools.
