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 U.S. TV households (between 100 and 110 million TV households) will lead to more immersive content, advertising and service options. “That future is limited by only one thing -- our imagination,” declared Rita Ferro (pictured below), Walt Disney’s President, Global Advertising. “Which is why the people who are driving this innovation, our teams, are the most creative and collaborative in the industry, and why we’re building experiences that are seamless and easy to use.” Seamless access to real-time programmatic sales, interactive campaign tools and accurate AI-constructed audience profiles will be critical for national brands big and small.

Hosts: Several Disney Advertising executives joined Ferro in leading sections of the showcase, along with Adam Smith, four months into his term as Disney’s Chief Product and Technology Officer.

What Worked: Giving ESPN a golden opportunity to make a public splash among advertising officials at CES with its upcoming “Flagship” megacontent format. As profiled by Executive Vice President, Digital Revenue Pricing, Planning & Operations Josh Mattison, the format (scheduled to launch this fall) will incorporate ESPN’s linear nets and ESPN+, offer interactive elements from game statistics and fantasy sports play to commerce and betting via the TV set, and personalizedSportsCenter programming. “Flagship will use data, technology and AI to personalize experiences for fans and advertisers alike,” Mattison added.

What Also Worked: A steady presentation pace where one section and speaker flowed into the next section and speaker, helped by introductions from an off-stage announcer.

What Can Work Here: A quick on-stage or taped testimonial or two about the value of Disney’s AI applications in campaign creation, delivered by an advertiser or agency.

Data Points: More than 157 million people worldwide use the ad-supported versions of Disney+, Hulu, and ESPN+ every month, with U.S. residents over two-thirds 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 engaged/generated billions of ad impressions in 2024, using Disney Advertising’s Audience Graph and Select applications. Another measurement-focused application, Bridge ID, has been adopted by more than 6,500 brands since its rollout last summer.

News: The range of enhanced interactive ad opportunities on Disney+, Hulu and ESPN+ will expand dramatically over the coming months, encompassing in-depth product/service information, commerce/shopping options, trivia and other in-ad games, and live voting/polling. New ad tech/data 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 first-party data, research insights and vendor integrations.

Bonus 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. “Our thoughts are with our employees, clients, friends, and family who have been impacted. Please continue to stay safe,” she said. People watching the presentation virtually were treated to a display of colorful, circular graphics to “This is The Thanks I Get,” “For the First Time in Forever” and other songs from Disney’s animated musical films.

Parting Words: “Advertisers deserve real partnership, transparency, and meaningful innovation that they can count on to yield results for their business. It’s that simple. And you have that commitment from Disney.” - Rita Ferro, President, Global Advertising

“In time, we envision that our consumer relationships will deepen even further as our digital and physical experiences become more and more meaningfully interconnected.”- Chief Product and Technology Officer Adam Smith

“Disney audiences don’t just stream their favorite shows, movies and sports. They immerse themselves into the worlds we create. And they pull us into their worlds.” - Josh Mattison, Executive Vice President, Pricing, Planning and Operations

“We all see in real time how AI is fundamentally transforming the human experience, and Disney is accelerating the rate of innovation.” - Senior Vice President, Data and Measurement Science Dana McGraw

“You’ve survived three days in Las Vegas. You’re legends in my book.” - Jamie Power, Senior Vice President of Addressable Sales

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