How Disney Plans to Boost Advertisements During Live Events
By Movieguide® Contributor
Disney has just announced its plan to boost advertisements during live scheduled events through the use of third party collaborations.
Per Deadline, “Google’s Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney. Magnite is the only third-party supply-side partner at launch. Disney made the announcement at CES in Las Vegas, where it’s getting set for its annual Tech + Data Showcase on Wednesday. The event is a kickoff to the upfront process, with a focus on streaming and digital platforms.”
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Jamie Power, SVP of Addressable Sales, Disney Advertising, spoke about why Disney has decided to make this shift.
“As an industry, we need to reframe and redefine how we transact advertising using automation,” Power said. “The standards of the past don’t define the needs of today’s streaming, real-time requirements, and we’re committed to building a new and necessary framework for the modern marketer. Disney first transformed the traditional ad pod with choice-based and user-initiated ads with Hulu, and now — we’re setting a new standard for how advertising transactions are facilitated in a live-streaming environment.”
Matt Barnes, VP of Programmatic Sales, noted that this change is especially impactful for live sports.
“While a traditional media plan may be focused on even delivery throughout the week, brands can miss out on a highly engaged audience and all those edge-of-your seat moments in a live game, if they’re limited by standard rules and frequency caps,” he said. “With the introduction of Disney’s DSP certification for live, now more advertisers — across an even wider variety of categories — can capture the spikes in critical moments of engagement and fandom.”
Disney has also been in an ongoing legal battle with Fubo regarding Venu Sports, a streamer backed by Disney, Fox and Warner Bros. Discovery. The parties came to a resolution earlier this week.
READ MORE: FUBO-VENU SPORTS LEGAL BATTLE RAGES — HERE’S THE LATEST
“Disney will combine its Hulu+ Live TV service with Fubo, merging two internet TV bundles, the companies announced on Monday,” NBC News reported. “Disney will become majority owner of the resulting company — the publicly traded Fubo company — with a 70% ownership stake. Fubo shareholders will own the remaining 30% of the company. The deal is expected to close in 12 to 18 months.”
“We are thrilled to collaborate with Disney to create a consumer-first streaming company that combines the strengths of the Fubo and Hulu + Live TV brands,” said Fubo co-founder and CEO David Gandler of the move. “This combination enables us to deliver on our promise to provide consumers with greater choice and flexibility. Additionally, this agreement allows us to scale effectively, strengthens Fubo’s balance sheet and positions us for positive cash flow. It’s a win for consumers, our shareholders, and the entire streaming industry.”
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