AI-Powered Breakthroughs, ESPN’s Megacontent “Flagship” Command Disney Advertising’s 2025 Global Tech & Data Spotlight

The Big Message Artificial intelligence formats now embedded in the majority of smart TV sets and devices operating in more than 90 percent of US TV households between 100 and 110 million TV households will lead to more immersive content advertising and service options amp8220That future is limited by only one thing our imaginationamp8221 declared Rita Ferro pictured below Walt Disneyamp8217s President Global Advertising amp8220Which is why the people who are driving this innovation our teams are the most creative and collaborative in the industry and why weamp8217re building experiences that are seamless and easy to useamp8221 Seamless access to realtime programmatic sales interactive campaign tools and accurate AIconstructed audience profiles will be critical for national brands big and smallHosts Several Disney Advertising executives joined Ferro in leading sections of the showcase along with Adam Smith four months into his term as Disneyamp8217s Chief Product and Technology OfficerWhat Worked Giving ESPN a golden opportunity to make a public splash among advertising officials at CES with its upcoming amp8220Flagshipamp8221 megacontent format As profiled by Executive Vice President Digital Revenue Pricing Planning ampamp Operations Josh Mattison the format scheduled to launch this fall will incorporate ESPNamp8217s linear nets and ESPN offer interactive elements from game statistics and fantasy sports play to commerce and betting via the TV set and personalized SportsCenter programming amp8220Flagship will use data technology and AI to personalize experiences for fans and advertisers alikeamp8221 Mattison addedWhat Also Worked A steady presentation pace where one section and speaker flowed into the next section and speaker helped by introductions from an offstage announcerWhat Can Work Here A quick onstage or taped testimonial or two about the value of Disneyamp8217s AI applications in campaign creation delivered by an advertiser or agencyData Points More than 157 million people worldwide use the adsupported versions of Disney Hulu and ESPN every month with US residents over twothirds of that universe The Dancing with the Stars finale last fall simulcast on ABC and Disney set a record with over 32 million votes Over 200 brands have engagedgenerated billions of ad impressions in 2024 using Disney Advertisingamp8217s Audience Graph and Select applications Another measurementfocused application Bridge ID has been adopted by more than 6500 brands since its rollout last summerNews The range of enhanced interactive ad opportunities on Disney Hulu and ESPN will expand dramatically over the coming months encompassing indepth productservice information commerceshopping options trivia and other inad games and live votingpolling New ad techdata gathering resources include Magic Worlds Live where ads can be sold and placed during key live sports and entertainment moments and Disney Compass a central clearinghouse for firstparty data research insights and vendor integrationsBonus Points Ferro opening the presentation with remarks about the blitz of wildfires surrounding the Los Angeles metropolitan area forcing suspension of production on many current and upcoming TV series amp8220Our thoughts are with our employees clients friends and family who have been impacted Please continue to stay safeamp8221 she said People watching the presentation virtually were treated to a display of colorful circular graphics to amp8220This is The Thanks I Getamp8221 amp8220For the First Time in Foreveramp8221 and other songs from Disneyamp8217s animated musical filmsParting Words amp8220Advertisers deserve real partnership transparency and meaningful innovation that they can count on to yield results for their business Itamp8217s that simple And you have that commitment from Disneyamp8221 Rita Ferro President Global Advertisingamp8220In time we envision that our consumer relationships will deepen even further as our digital and physical experiences become more and more meaningfully interconnectedamp8221 Chief Product and Technology Officer Adam Smithamp8220Disney audiences donamp8217t just stream their favorite shows movies and sports They immerse themselves into the worlds we create And they pull us into their worldsamp8221 Josh Mattison Executive Vice President Pricing Planning and Operationsamp8220We all see in real time how AI is fundamentally transforming the human experience and Disney is accelerating the rate of innovationamp8221 Senior Vice President Data and Measurement Science Dana McGrawamp8220Youamp8217ve survived three days in Las Vegas Youamp8217re legends in my bookamp8221 Jamie Power Senior Vice President of Addressable SalesClick 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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AI-Powered Breakthroughs, ESPN’s Megacontent “Flagship” Command Disney Advertising’s 2025 Global Tech & Data Spotlight

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AI-Powered Breakthroughs, ESPN’s Megacontent “Flagship” Command Disney Advertising’s 2025 Global Tech & Data Spotlight

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