Concise Overview:
- Disney has unveiled a series of innovative features, including a TikTok-inspired vertical video format, during the sixth annual Global Tech & Data showcase at CES, as revealed in a statement to Marketing Dive.
- This vertical video format will encompass various categories and types of content, such as news and entertainment. Notably, ESPN, a subsidiary of Disney, introduced a similar format in its app last year.
- The company further announced new creative and analytics tools, including a groundbreaking video generation tool that enables brands to craft content utilizing their existing assets and guidelines.
In-Depth Analysis:
Disney’s latest initiatives dispel any remaining skepticism regarding TikTok’s profound effect on entertainment and mobile media.
The corporation plans to deploy vertical video across diverse categories, aiming to create a “more personalized, dynamic experience that positions Disney+ as an essential daily destination,” according to their announcement.
The integration of vertical video on Disney’s primary entertainment platform underscores a seismic shift in content consumption habits and reflects the lengths to which companies will go to engage viewers.
As reported in Deloitte Consulting’s 2025 “Digital Media Trends,” a significant 41% of consumers categorize both social media videos and streaming services as forms of “watching TV,” while over a third (35%) admit to spending more time on social media videos than on streaming services—a percentage that notably rises among younger demographics.
To enhance advertiser interaction, Disney has presented several new tools designed to optimize its streaming platforms. Chief among these is an advanced video generation tool that assists advertisers in producing commercials tailored to their brand assets and guidelines.
This tool also facilitates audience-targeting, context adaptation, and placement variation. Additionally, a new AI-driven planning tool has been introduced to effectively capture objectives, audience intent, timing, and constraints.
Furthermore, Disney has expanded its Disney Compass measurement tool, which debuted last year, to incorporate a consolidated view of brand performance across various campaigns and platforms under the newly named Disney Brand Portal.
This tool employs category benchmarks and AI-driven summaries to emphasize insights and recognize untapped opportunities for advertisers. At launch, it will connect with measurement entities such as Affinity Solutions, CINT, EDO, Innovid, and VideoAmp.
Additionally, the company has introduced a new Disney Advertising Brand Impact Metric, which amalgamates attention, brand health, reach, search, and attribution metrics, allowing marketers to assess campaign efficacy and refine their strategies.
These enhancements illustrate the ongoing evolution of streaming platforms in response to marketers’ demands for more actionable media metrics.
“Now more than ever, marketers require an improved linkage between brand development and performance. Data can act as a crucial insight layer across campaigns and tactics,” stated Dana McGraw, senior vice president of data and measurement science.
“When brands can correlate ad exposure with tangible results, marketers gain a better understanding of what drives success—and how.”
Source link: Mobilemarketer.com.
