00:10space Studio here at CES 2024 we're
00:13sponsored by integral ad science I am
00:16James kki very happy to welcome my next
00:18guest Jamie power SVP addressable sales
00:21Disney advertising thanks so much for
00:23joining us thanks for having me um so
00:25Disney advertising can you give us a
00:27sense I mean everybody knows Disney can
00:28you give us a sense of Disney
00:30advertising the scope the scale where we
00:32might encounter it yes uh so Disney
00:34advertising is responsible for the sales
00:37and integrated marketing of anything uh
00:39the Walt Disney's company's
00:41entertainment and sports offering so
00:43that's streaming linear audio social and
00:46brands that you can think of are ESPN
00:48ESPN Plus Hulu ABC um so that gives you
00:53a little bit of so quite so quite a
00:55large scope and um what brings you here
00:57to CES what's your message what's your
00:59main purpose Disney's been at CES for 20
01:01years um I think more and more as
01:03audience is fragmented technology is
01:05more important to kind of bring it all
01:07together um we're really excited because
01:09this is the first year that Disney is
01:10hosting their data in Tech showcase live
01:12at CES usually it's a virtual event but
01:15you know I think it's more it's more and
01:17more important we're really excited
01:19about the technology that we bring to
01:20Market and instead of just talking about
01:22content all the time we want to talk
01:23about the technology that enables it so
01:25let's talk about some of those
01:26Technologies what are some of the ones
01:27that you're excited to highlight um I
01:30mean I think from our perspective you
01:32know Disney 10 years ago had the
01:34foresight to build their own identity
01:36graph which is unique um a lot of other
01:39um companies are using someone else's
01:42and the fact that we have our own graph
01:43really helps us if I look at like the
01:46breakup of Disney's Supply right now 50%
01:49is linear and 50% is happening um in the
01:53in streaming so if we didn't have an
01:55identity graph it would be really hard
01:56for advertisers to figure out how to
01:58maximize their buys with us
02:00um you know I think it's really
02:01interesting to kind of like look at that
02:03data and be able to kind of help clients
02:05plan I think the biggest challenge now
02:07is like if you're looking at
02:09fragmentation and there's all these
02:10different um Avenues to advertise to
02:13figure out like which is adding reach
02:14and which is adding frequency and the
02:16fact that like the underpinning of our
02:17stack does that it allows clients to
02:19kind of maximize the reach across any
02:21buy but I I'm assuming correct me if I'm
02:23wrong but I assume the idea is there's a
02:25person who's watching ESPN and then
02:28they're also on Disney plus because
02:29their kids might have that and then they
02:31may be interacting with ABC at other
02:32times of the day and you're able to kind
02:34of understand who that person maybe that
02:36family is and figure out ways to serve
02:37advertising make make the most sense
02:39yeah and it's also it's not people
02:41aren't just watching linear or streaming
02:43it's additive and like how do you put
02:44that all together to maximize the
02:46audience and if you take like a show
02:48like The Bachelor The Bachelor audience
02:50on linear is a little bit older but on a
02:53streaming environment it's a younger
02:55audience but if you didn't buy both you
02:56would miss 40% of the reach so I think
02:59like understanding that like if you want
03:00to reach the audience of the bachelor
03:01it's not just buying one it's like how
03:03do you bring them all together to reach
03:04the audience um when you think about the
03:06near-term opportunities for the coming
03:08year do you see it as an evolution or do
03:10you see any kind of revolutionary kind
03:12of leaps forward that potentially might
03:14be on the horizon um I mean I definitely
03:16think there's there's definitely leaps
03:18that are coming and it's interesting
03:20near- term for us you know we're rolling
03:22out the ad tier of Disney plus globally
03:25which is very exciting I think you know
03:27what's interesting is Disney has 15
03:29years of history on Hulu and what worked
03:31in streaming but as we rolled out on
03:34Disney plus we were thoughtful and we
03:36didn't just take what worked on Hulu and
03:39just do that same experience on Disney
03:41plus so it's like taking the learnings
03:43and being intentional and how we roll it
03:45out and you know really creating those
03:47viewer for um viewer first um Choice Bas
03:51because the advert at the end of the day
03:52the advertiser is going to make the
03:53decision the viewer is going to make the
03:55decision what's acceptable so I think
03:57that is is really exciting I ALS also
03:59think new ad formats is is really you
04:02know taking a 30- second ad again same
04:05thing that worked in linear doesn't
04:07necessarily mean it's going to work in a
04:08streaming environment so making sure
04:10that we're introducing more ad formats
04:13and doing that in a couple different
04:14ways um we're doing some that are
04:16proprietary and unique to Disney which
04:18we're excited about um and I think
04:20that's interesting and we're also making
04:22sure that we're interoperable with the
04:23marketpl so as the industry adopts new
04:26formats we want to make it simple to buy
04:28and allow them to buy at scale across
04:30the entire ecosystem and not just on
04:31Disney I mean so much of what good
04:34advertising is trying to do often is
04:36tell a story Disney is obviously if I
04:38think about the company overall
04:40storytelling is probably one of the top
04:41words that one would use to describe
04:43that company that's the DNA of the
04:44company so then how do you think about
04:46that storytelling DNA when it comes to
04:49the decisions that you're making around
04:50what kind of AD products you're serving
04:51up and how you're developing the
04:52technology yeah I mean I think premium
04:54content matters uh I've been at Disney
04:56for a year and a half never worked at a
04:58company that actually had the content so
05:00I saw through like all the measurement
05:02all the campaigns that I've done in the
05:03past that it does matter to be in
05:05premium environments so when you're
05:07taking a premium environment like Disney
05:09and then we have the ability to layer on
05:11audiences to add that layer of relevance
05:14that's what's going to drive conversion
05:15metrics that's what's going to drive
05:17engagement and that's what going to keep
05:18consumers happy I think from an ad
05:20experience we want it to be additive
05:22because again it's Walt Disney right
05:24it's it's the fandom and it's no one has
05:26viewers that are that engaged so we
05:28always want to make sure additive and
05:30we're not just slapping ads at them so
05:32we are here I believe it's is it's one
05:34year or maybe just a little bit beyond
05:35one year of having ads on Disney plus is
05:37that right yeah we passed the one- year
05:38anniversary um so um you talked about
05:41some of the things you learned from Hulu
05:42were there things that you learn from
05:43doing it on Disney plus I I guess
05:45there's not another Disney plus that
05:46you're going to have to roll out to but
05:47like is are what have you learned over
05:49that what are you proud of from that
05:50experience I mean we were very
05:52deliberate in the roll out of it and we
05:54wanted to really like kind of wait and
05:56see right now 50% of consumers that
05:59choose the ad um that sign up are
06:01choosing the ad tier and I think that's
06:03indicative of the way that we kind of
06:04rolled it out um but yeah the way that
06:07consumers view ads on Disney plus being
06:09its more long form content and movies is
06:12different if you're watching episodic
06:14content on Hulu the other thing that
06:16we're really excited about is we're
06:17experimenting with new formats I think a
06:19great example of that was the simal cast
06:22we did with Toy Story So during an NFL
06:24game you also could see um within the
06:27Toy Story um character is bringing the
06:30game to life and that was again it's
06:31additive it's bringing um fandom it's
06:35educating younger kids and it's bringing
06:36families together to watch in a
06:38different way yeah that definitely got
06:39my attention we have Disney plus of
06:40course as every it was I was like I'm
06:42not sure what this is but it's kind of
06:44it's kind of compelling I want to check
06:45that and if you notice the ad experience
06:47in there was not in your face um The
06:49Advertiser that sponsored that it was
06:51you know it was quizzes it was
06:52engagement it was like different formats
06:54not just again not just a 30second ad
06:57well and and you know if you don't like
06:59this question you don't worry about it
07:00but I I am curious like the way that the
07:04kinds of advertising you could have is
07:06so integrated with other things in the
07:08company right so you could be having a
07:10Toy Story character in something and
07:12that is in effect kind of like an ad or
07:14like a contextual ad for another Toy
07:16Story property or you know a movie or
07:18even a ride or things like that and I
07:20imagine that kind of integration is
07:22something that you're thoughtful about
07:23too yeah I mean again like we have the
07:25ability to create immersive experiences
07:28and kind of like surround the consumer
07:29in ways that are engaging like we're
07:32never going to do something that we
07:33don't think is in the best interest of
07:35the viewer and we're not going to um
07:37ever you know get in the way of of that
07:40so I think we're just always very very
07:42thoughtful yeah um we are uh here in
07:462024 and want to talk about uh
07:49equitability or what are you U not you
07:52personally but maybe you personally if
07:53you want to answer it this way what is
07:55uh what is Disney advertising talking
07:57about and doing to make the industry
07:59more Equitable for different kinds of
08:01folks yeah I mean no one has doubled
08:04down on women's sports like Disney um
08:06you know we think it's important to have
08:09you know that women in the boardroom
08:10women on the fields um and we think it
08:12drives the business forward I also think
08:14that Disney's pillar is diversity of
08:16thought and making sure that we have
08:19Equitable discussions and we have the
08:20right people at the table um and if you
08:23even think about like how the world is
08:25like massively changing if we don't have
08:27different thoughts and people
08:28questioning like why are we doing it
08:30this way why like the right people need
08:31to be at the table and we make sure that
08:33happens yeah um let's do a fill-in the
08:36blank if you don't mind um the future of
08:39our industry is blank exciting great you
08:42don't even need to say anything else
08:43that's great a one- word answer is very
08:44appropriate and exciting it is um and so
08:47speaking of exciting Futures 2024 will
08:51blank so I think it's going to be this
08:55is this is a crazy answer but it's going
08:57to be consolidation and expansion it's
08:59not not one or the other it's end and I
09:01think it's strategic consolidation and I
09:03think um the consolidation needs to
09:05happen and I think the consumers the
09:07viewers are going to force that in terms
09:08of people basically saying I don't want
09:10to pay for five six seven different
09:11streaming services yeah or even um if
09:14you're an agency and you're trying to
09:15plan like all streamers aren't created
09:17equal some are going to build reach some
09:18are going to build frequency I don't
09:19need necessarily all the frequency
09:21Builders and I need to kind of
09:22understand how to put it together um
09:25final question for you and again I
09:26appreciate your ability and your
09:27willingness to kind of go with me on
09:29some of these uh if you could leave a
09:33yourself about your business and your
09:35industry to look at in five years what
09:37do you want to tell your future self to
09:39maybe kind of remember or anchor about
09:41this time so I would say like be
09:43grateful to be part of a Workforce
09:45that's changing so much make sure that
09:47you're agile you're accepting of it um
09:50that you're always leaned in keeping up
09:52and have fun well thank you so much uh
09:54it's been interesting to chat with you
09:55and really appreciate you bringing your
09:56perspective here to the c-pace studio
09:58all right thanks much that's Jamie power
10:00from Disney advertising I'm James kotki
10:03from the cace studio we're here at CES
10:052024 we are live please keep it right
10:08here so many more great conversations
