The Mouse House is getting some ad tech upgrades, and Disney revealed some of the updates at its annual technology and data showcase at CES on Wednesday.
Overall, the company's event also helped start candid conversations and focused on making things more seamless and efficient for advertisers, including leveraging AI, self-service tools, and new metrics to identify brand impact.
Rita Ferro, Disney's advertising president, recently told ADWEEK that AI will transform the way TV is “planned, measured, and optimized” by 2026, and that some of the latest updates will move the industry closer to that future.
Key highlights from Disney's technology and data showcase include:
Video generation tool
The company said Disney will be adding new video creation tools for advertisers to use brand assets and guidelines to create CTV-ready commercials. Creatives can be tailored to audience, context, and placement, and ads are informed by in-spot performance signals.
Internal planning powered by AI
Beyond creative execution, the company says it will use AI-powered planning tools to make campaigns “more intentional, connected, and results-driven.” The goal, Disney says, is to give players more time to focus on strategy rather than setup.
Disney Compass Brand Portal
Disney is also updating its data platform, Disney Compass, and expanding it with the Disney Compass Brand Portal. This new tool shows your brand's performance across campaigns and platforms using category benchmarks and AI-powered summaries that highlight key insights.
According to the company, the brand portal will help provide a clear picture of campaign performance, including the effectiveness and effectiveness of media investments across Disney. At launch, Brand Portal will connect to data providers such as Affinity Solutions, CINT, EDO, Innovid, and VideoAmp.
Disney advertising brand impact index
To better illustrate the impact of placement, the company also introduced new brand impact metrics that measure factors such as attention, brand health, and search. This metric is designed to combine insights from established measurement providers and Disney to show the halo effect of brand performance on results.
“When brands can connect ad exposure to direct results, marketers can see not just what drove results, but how,” Dana McGraw, senior vice president of data and measurement science at Disney Advertising, said in a statement. “The vision for Disney Advertising Brand Impact Metrics is to connect all the pieces of the measurement puzzle into a single metric to give advertisers a holistic view of what matters.”
Vertical video on Disney+
Disney introduced vertical video to its ESPN streaming app last year with the launch of verts, and this year the company plans to bring vertical video to Disney+ in the US. The company is also exploring ways to use vertical video across categories and content types to create more personalized experiences.
