Disney’s First 2026 Upfront Declaration: It’s A AI-Generating World After All

The Big Message Disney Hulu and the ESPN megacontent service launched last fall as one unified consumer offering will lead the way in this new usage era through unique interactive immersive features Advertisers have the opportunity to create personalized messages and campaigns under a commitment to responsible Ai practices that integrate with advanced research and data measurement technology amp8220Itamp8217s one centralized experience for our fans and our advertisersamp8221 explained Rita Ferro Disneyamp8217s Global Advertising President amp8220Breakthroughs in AI drive what we do People turn possibilities into magicamp8221Hosts Various Disney senior executives including new executive vice presidents Erin Teague product management and Tony Donohoe advertising platforms handled individual segments with Ferro on at the beginning and endWhat Worked Leading off the presentation with content strategy followed by how new or updated data practices incorporating AI will benefit advertisers and consumersWhat Also Worked Keeping the sections dealing with specific audience measurement and performance technology free of jargon and full of wellplaced graphics on the videowall behind the speakersWhat Can Work Here Same as last year Have an advertiser or agency representative at some point offer a quick onstage or taped testimonial about the value of Disneyamp8217s AI applications in campaign creation Dr Pepper and Instinct pet food were mentioned in this showcaseData Points Disney Hulu and ESPNamp8217s amp8220Unlimitedamp8221 format combined offer 200 MultiView live events per day giving viewers a choice of different camera angles to see each event through Also every day going into 2026 ESPN Unlimited generates hundreds of thousands of personalized SportsCenter updates known as SC For YouNews Compass Disneyamp8217s central clearinghouse for firstparty data research insights campaign planning and vendor integrations will introduce a amp8220brand portalamp8221 that offers campaignplatform comparisons in summary fashion generated with AI tools Each summary will highlight key learnings and point out new opportunities for advertisers A separate brand impact metric feature will allow sponsors to learn what campaign elements work or not understand why or why not and optimize the campaign while still underway and running on various Disney services In the next month or so Disney will test a new video generation process where advertisers can produce highquality messages for smart TV set presentations using existing brand assets and AI guardrails Instinct is among the first advertisers to take part in this test Separately a module geared to MultiView presentations will get a trial run next monthBonus Points Donohoe having fun with the audience off the bat in his firstever Disney presentation amp8220Iamp8217m trying not to do the Bono impressionamp8221 he said referring to his Irish background and love of the iconic rock band U2 amp8220It would change the whole zeitgeist of this showamp8221Parting Words amp8220Fans just donamp8217t watch TV They lean in and participate Theyamp8217re shopping voting listening and even placing bets Fans bring the magic to lifeamp8221 Rita Ferro President of Disneyamp8217s Global Advertising Organizationamp8220Iamp8217m here to turn a vision into reality Generation Alpha is the first AI generation Fans react and research and remix This is not distractive viewing This is TV viewing today AI is an accelerator an amplifieramp8221 Disney Executive Vice President of Product Management Erin Teagueamp8220Being a leader in this space means that performance isnamp8217t just checking a box Itamp8217s an alwayson evaluation of successamp8230 Our potential is limitless when you go beyond industry smoke and mirrorsamp8221 Dana McGraw Disney Senior Vice President of Data and Measurement Scienceamp8220These are tools and technology weamp8217re bringing to advertisers because we believe they solve actual problems and drive actual value for youamp8221 Tony Donohoe Disney Executive Vice President Advertising Platformsamp8220Itamp8217s clear we are no longer media planning We are now experiencelevel planning Same goals new tools limitless possibilities You have more and more control over what your brand does on Disney Our platform is built to flex with youamp8221 Disney Senior Vice President of Addressable Ad Sales Jamie PowerPhoto courtesy of Walt DisneyClick 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

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Disney’s First 2026 Upfront Declaration: It’s A AI-Generating World After All

Author

Publish date

Channel

Archived in

Simon Applebaum

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Disney’s First 2026 Upfront Declaration: It’s A AI-Generating World After All

Enjoying This Commentary? There's More to Love

Simon Applebaum

TAGS:

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

The payment was successful

Cookies