Disney is reinventing advertising across its streaming ecosystem. On this edition of The Big Impression, Disney’s SVP, Addressable Sales, Jamie Power explains how advertisers can now buy audiences seamlessly across Disney+, Hulu, ESPN and more — and why more brands are choosing biddable to transact their upfront commitments. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com<br>for information about our collection and use of personal data for<br>advertising.

Disney’s Jamie Power explains why advertisers are buying audiences, not shows

The Big Impression

I'm Damian Fowler and I'm Ilyse Liffreing and welcome to The Big Impression. This week we're joined by Jamie Power, Senior Vice President of Addressable Sales at Disney. Now Disney's at the center of some of the biggest shifts in media right now. As audiences move between Disney+, Hulu and ESPN, advertisers are looking for better ways to understand and reach them.

And streaming isn't just about replacing linear TV anymore. Live sports are booming, audience-based buying is taking off, and AI is changing how advertising gets bought and sold. And Disney's right in the middle of it all, bringing together audiences across entertainment and sports while building the tech behind modern advertising.

I know in my household we watch, my children watch Bluey on Disney+, and I might watch something on Hulu or Monday Night Football on ESPN. And given that range of content across all the different channels you have, what could Disney understand about the power of audiences today that it didn't say even five years ago? Well, you're not alone because Bluey is one of our most strained properties. We understand the viewer and how they're viewing across all the different screens.

Disney built an identity graph 10 years ago, so we've been able to understand the viewing patterns across all of our properties. But I don't think that is a competitive advantage alone because you have to add the identity with the activation. So now that we finally have everything on a unified ad server, everything's on one stack. So now we understand the user, what they're viewing across all our different properties, and we can activate.

Disney’s Jamie Power explains why advertisers are buying audiences, not shows

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Disney’s Jamie Power explains why advertisers are buying audiences, not shows

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.