Disney|ABC's Debra O'Connell on Tailoring Ads Across Platforms

Since theamp160DisneyABC Television Group restructured its advertising team some of the campaigns O39Connell has overseen includeThe Aflac Duck39s appearance on DuckTales amp160The famous quacker visited feathered friends on the animated show last fall amp160Always mindful of the audience this commercial was not shown during the telecast of the cartoon but distributed through social media and video on demand giving web celebrity a new meaningMitsubishi39s promotion of its sports car the Eclipse amp160During ABC News39 The Great American Eclipse Mitsubishi took no shade when it capitalized on the first solar eclipse in 38 yearsThe Google Home Mini ad on Jimmy Kimmel Live amp160In a funny bit for the show39s annual week in Brooklyn the Kimmel clan argued over which subway to take to Coney Island amp160Google Mini chimedamp160in which naturally leadamp160to more argumentsIn this recent interview O39Connell shared what excites her about these successes and what she considers to have been the most noteworthyamp160changes in an industry that has long fascinated herJacqueline Cutler amp160You39re a lynchpin in the team Rita Ferro set up Tell me about working for her and the creative challenges taken on byamp160your groupDebra O39Connell amp160Rita has been an amazing force for me and an amazing friend mentor and boss amp160This is my seventh role here in 20 years amp160It is quite an evolution amp160I began my career in our radio division then moved to local television with our owned stations and now I39m working across all of our DisneyABC networks amp160We have an amazing team and are excited about our goal of innovation and our customerfriendly approach amp160In my opinion creativity leads every opportunity amp160In packaging we offer a mix of linear digital and social amp160We offer something for every life stageJacqueline amp160How did using Mitsubishi39s Eclipse to sponsor the eclipse coverage come aboutDebraamp160 We worked very collaboratively with our ABC News team amp160They are very open to innovative opportunities amp160When we explore integrations and sponsorships we look for the right organic partner amp160When there39s a national discussion such as the eclipse people turn to ABC News amp160If you couldn39t be at any of the totality locations why not experience it with usamp160via our array of distribution end points across television and digital platforms Because the eclipse was such a momentous occasion our programming team decided to make changes to the daytime schedule amp160It was such a big TV event Each anchor was stationed at every totality point in the eclipse39s path amp160I love working with our programming team on specials amp160To me that elevates who we are for brand partnersamp160and presents opportunities to be part of the national conversation amp160The great news about Mitsubishi as a partner is they filmed a new ad during the eclipse and we captured them filming the commercial amp160Best of allamp160The Great American Eclipse live coverage special was No 1 in all key metrics with nearly eightamp160million viewersJacqueline amp160What guides individualized campaignsDebra amp160Everything we do is custom amp160We work hand in hand with each client asking the important questions What would they like to convey to their potential customer amp160What messages and key points are they looking to communicateamp160 We work to ensure it is striking the right chords whether it39s integrated or custom content amp160It is very solutionoriented so advertisers feel theiramp160message is being delivered accurately and effectivelyamp160 Additionally all of our integrations must be organic to the content and programming it39s airing in or alongside amp160It makes sense for the brand the viewer and the program Authenticity is keyJacqueline amp160How are you reaching different generations Debra amp160The Walt Disney Company is the No 1 brand for storytelling amp160From our theatricals and parks to our television and digital networks we touch every life stage across the organization amp160As a viewer you want to see and feel yourself reflected in the shows and movies you watch amp160We approach our advertising the same way we approach our storytelling amp160It has to feel authentic amp160It has to be in line with our contentamp160without being disruptiveJacqueline amp160What strides were made over the past year using all platformsDebraamp160 We have a growing list of new partnersamp160and continue to expand out of traditional spaces amp160We have increased opportunities for partners across all of our Disney Media properties amp160Our partners are pleased with what we are bringing to the marketplace Clients are having discussions with us and looking to us to deliver ads in varied formats amp160We have a tremendous audience that is deeply engagedamp160and follows us across networks and programs amp160We39re using the strength of our content across distributed platforms in an engaging manner everything from sponsored posts to integrated custom pieces as well as working with our Disney Digital Network which is key to our successJacqueline amp160What are you doing to attract diverse employeesDebra amp160We are very active with the IRTS International Radio ampamp Television Society and have hired many people from that group amp160We are focused on bringing in diverse candidatesamp160and continuing to hire the best and brightest for the future of our company and industryJacqueline amp160What39s nextDebra amp160The next thing is to unlock the power of our audience as the industry moves to more of an audiencebased sell amp160It39s now based on age and gender amp160We have a data report coming soon called quotTogetherishquot that examines the evolving way that households watch share and engage with content amp160We have such a powerful audience and are looking forward to the future toamp160being able to use advanced technology and deeper dataAlso I39m excited about grownish the spinoff of ABC39s blackish that recently premiered on Freeform as the biggest comedy series launch for the network and the 90th Anniversary of the Academy Awards on March 4 amp160We will then launch American Idol the following week and the Radio Disney Music Awards is the following month amp160It is all great content and I39m proud of what we offer our consumers and our clientsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Disney|ABC's Debra O'Connell on Tailoring Ads Across Platforms

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Jacqueline Cutler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Disney|ABC's Debra O'Connell on Tailoring Ads Across Platforms

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Jacqueline Cutler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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