Disney executives shared insights on the immense digital advertising landscape during Variety's Entertainment Marketing Summit, revealing that billions of ad impressions occur weekly across their platforms. With audience skepticism growing, especially among younger consumers, there's a strong call for brands to prioritize authenticity in their marketing strategies. Using AI and advanced data analytics, advertisers can now create tailored ads that resonate more deeply with viewers. This shift towards understanding consumer identities over demographics is essential for building genuine connections and driving engagement.
"In any given week, there are 4 billion to 5 billion ad impressions running across Hulu, Disney+ and ESPN," said Josh Mattison, executive VP of digital operations for Disney Advertising.
"All of us need to move away from this myopic view of demographics and start thinking more about who these people really are and how to have an authentic connection with them," said Darren Abbott, Hallmark's chief brand officer.
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