The acceleration of business changes across all sectors has become a significant factor influencing advertising, marketing, and sponsorship partnerships worldwide. And the rapid advancements in AI will add complexity but also provide a new set of tools to address the dynamic needs of customers. That was the market view from 30,000 feet shared by Josh Mattison, Senior Vice President of Business Operations for Disney Advertising, during his visit to the Canva-presented Variety Studio at Cannes Lions.
In a discussion about the changes in television and digital advertising, Mattison emphasized the importance of having swift conversations with advertisers to understand what drives their business. According to him, the ability to react quickly to industry developments is crucial. "The pace of change in advertising is exciting. We're on the cusp of even more changes in the industry. And that's something that we find stimulating and thrilling. We aim to be present not only today but also in the future," said Mattison.
The launch of the ad-supported tier of Disney+ last year was well received by top-tier marketers at a time when they were concerned about diminishing opportunities to connect with scripted programming as more platforms adopted ad-free subscription models. Hulu, which Disney is set to fully acquire next year, also represents a significant opportunity in a rapidly evolving digital market.
Mattison highlighted the scale of Hulu's advertising business, with over 100 million monthly users in the United States and over 5,000 existing advertisers. He also mentioned the use of automated transactions and advanced programmatic measurement solutions. The expertise gained from Hulu is now being applied to Disney+ from day one.
Since the launch of Disney+'s lower-cost ad-supported tier, Mattison noted that about 40% of new subscribers have chosen this option, and advertiser daily impressions have seen a tenfold increase. He emphasized the consumer response to the ad-funded level of Disney+ as an appealing offering.
Given the global nature of Disney+ and Disney's extensive advertising operations, overseeing them from a central hub in the United States can be challenging. However, Disney's AI tools could provide valuable assistance.
Mattison raised the question of how to deliver the right message to the right consumer at the right time. With over 50,000 versions of advertising creatives processed each month, it is crucial to offer different creatives to different audiences. He finds it intriguing to adjust creatives to have different impacts and ultimately anticipate consumer interests based on their known preferences. This leads to predictive models of creative advertising for consumer outcomes. Ultimately, Mattison believes this will benefit both him personally and the industry as a whole.
In summary, Josh Mattison of Disney highlights the advertising growth of Disney+, emphasizing the key role of AI in creative advertising and underscoring the significance of operational scale at Hulu. As the advertising industry continues to rapidly evolve, Disney positions itself at the forefront of innovation to meet the changing needs of customers.
In a discussion about the changes in television and digital advertising, Mattison emphasized the importance of having swift conversations with advertisers to understand what drives their business. According to him, the ability to react quickly to industry developments is crucial. "The pace of change in advertising is exciting. We're on the cusp of even more changes in the industry. And that's something that we find stimulating and thrilling. We aim to be present not only today but also in the future," said Mattison.
The launch of the ad-supported tier of Disney+ last year was well received by top-tier marketers at a time when they were concerned about diminishing opportunities to connect with scripted programming as more platforms adopted ad-free subscription models. Hulu, which Disney is set to fully acquire next year, also represents a significant opportunity in a rapidly evolving digital market.
Mattison highlighted the scale of Hulu's advertising business, with over 100 million monthly users in the United States and over 5,000 existing advertisers. He also mentioned the use of automated transactions and advanced programmatic measurement solutions. The expertise gained from Hulu is now being applied to Disney+ from day one.
Since the launch of Disney+'s lower-cost ad-supported tier, Mattison noted that about 40% of new subscribers have chosen this option, and advertiser daily impressions have seen a tenfold increase. He emphasized the consumer response to the ad-funded level of Disney+ as an appealing offering.
Given the global nature of Disney+ and Disney's extensive advertising operations, overseeing them from a central hub in the United States can be challenging. However, Disney's AI tools could provide valuable assistance.
Mattison raised the question of how to deliver the right message to the right consumer at the right time. With over 50,000 versions of advertising creatives processed each month, it is crucial to offer different creatives to different audiences. He finds it intriguing to adjust creatives to have different impacts and ultimately anticipate consumer interests based on their known preferences. This leads to predictive models of creative advertising for consumer outcomes. Ultimately, Mattison believes this will benefit both him personally and the industry as a whole.
In summary, Josh Mattison of Disney highlights the advertising growth of Disney+, emphasizing the key role of AI in creative advertising and underscoring the significance of operational scale at Hulu. As the advertising industry continues to rapidly evolve, Disney positions itself at the forefront of innovation to meet the changing needs of customers.
Article written by Adrien M
