Disney Pushes the Megacontent Service Ad Envelope at CES 2024

The Big Message Innovative cuttingedge technology from artificial intelligence to contextual ad placement will keep Disney way out in front of other players maximizing their advertising opportunities in megacontent and other services distributed to viewers through smart TV setsdevices and multichannel bundles quotThis commitment means a better experience for consumers and better performance for youquot Ferro continued during her opening remarks quotIt means a united global platform created specifically for streaming for any brand at any size in any market to meet any goalquotHosts A group of Disney content and ad sales executives including Joe Earley DirectToConsumer Streaming President Asad Ayaz Chief Brand Officer and CharaLynn Aguiar Executive Vice President Finance Research and Strategy joined Ferro on stage for specific presentation segmentsWhat Worked Every segment was high on information and compatible video clips or graphics short on fluff or technical jargon Points were made in a clear understandable fashion that forwarded the overall message no matter the subject matter or speakerWhat Also Worked A rare kickoff video or inperson statement from Disney Chief Executive Officer Bob Iger that left no doubt about the importance of all three megacontent services at his company Disney ESPN and Hulu to longterm success ahead quotOur platforms are smarter simpler more streamlinedamp8230 We39re going to the next level setting a new standard in advertisingquot he saidWhat Didn39t Work Not offering details on how gaming elements will be introduced in Disney39s adsupported tier In a number of interviews including a LinkedIn fireside chat the week before CES 2024 Ferro maintained information on those elements and how advertisers could utilize them in future campaigns would be part of this presentation No game on hereData Points More than half of new Disney customers in the past few months opt for the limited advertising tier For all of 2023 consumers consumed 35 billion hours of TV content via Disney ESPN and Hulu Disney39s social media platforms worldwide currently reach more than four billion followers Onethird of all sports viewership happens over some manner of ESPN One example 25 billion TikTok views last year More than 4200 brands and 1000 agencies have executed campaigns through Disney39s selfservice Campaign Manager processNews Combination ad sales of Disney and Hulu content on Disney under the Hulu on Disney banner will begin March 24 followed by DisneyHulu ad tier combo sales soon after By the end of the year advertisers will be able to tap into a trio of new interactivecommerce initiatives Disney Experience Composer will provide tools for companies to create and implement interactive messages viewers can explore using their voice or voice remote The other two Gateway Shop and Shop The Stream gives consumers the ability to order products or services displayed in a message or in the case of Shop The Stream what they see in a movie or TV series through their smartphone or tablet as they watch Advertisers will also have new tiein opportunities with D23 the annual fan fair coming August 911 to Anaheim California near Disneyland For the first time Disney will carry a number of D23 events live Also in development Disney Magic Words a process that can connect the placement of specific commercials to individual scenes in a variety of content Several advertisers will get the opportunity to test Disney Magic Words out with their 202425 Upfront commitments Industrywide availability is planned for later this year Ferro suggestedBonus Points A colorful eyecatching display before the presentation featuring swirling globes made up of squares arrows plus signs and circlesParting WordsquotWe39re leading the way to a new age of advertising One that is more intuitive streamlined proven and more effectivequot Rita Ferro Disney Global Advertising PresidentquotWe39ve managed to scale at an astonishing rate That39s why I look so tiredquot Joe Earley Disney DirectToConsumer Streaming PresidentquotWe39re going to make this the greatest big game experience in historyquot CharaLynn Aguiar Disney Executive Vice President Finance Research and Strategy discussing ESPN39s firstever Super Bowl presentation in 2027quotThe future of advertising fuses storytelling retail machine learning and more all from your TVquot Ajay Arora Disney Senior Vice President Commerce Growth and IdentityPhoto Credit Disney AdvertisingMike Baker and Jeff BottariClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Disney Pushes the Megacontent Service Ad Envelope at CES 2024

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Disney Pushes the Megacontent Service Ad Envelope at CES 2024

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