"Emotional engagement has the power to make us feel something deeply meaningful. And that is the most valuable currency of them all," Disney Advertising President Rita Ferro said onstage.
Disney has been working with agency Magna Global and brands like Chipotle and T-Mobile to test the technology, with strong results..."Emotional connections to key moments boosted brand perception and engagement significantly," she said.
One of the speakers was Josh Mattison, EVP, Digital Planning & Operations, Disney Advertising. He discussed insights the company has gathered about the integrations it has done of Hulu and ESPN+ on Disney+. "People are watching more content when we offer it in a seamless, integrated experience," he said.
Prior to the showcase, Disney had introduced a separate set of live programming initiatives to enable brands to take advantage of unexpected sports moments.
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