The digital advertising ecosystem is vast, with Disney seeing up to 5 billion ad impressions weekly across its platforms. Josh Mattison emphasized that the increase in ad volume coincides with consumer resistance to overt marketing, particularly among younger audiences. Executives highlighted the need for authenticity in marketing approaches, encouraging brands to focus on genuine connections rather than traditional demographic marketing. With advanced data analytics, advertisers aim to personalize campaigns significantly, even customizing ads to specific scenes in content, reflecting the necessity of adapting to a rapidly evolving media landscape.
In any given week, there are 4 billion to 5 billion ad impressions running across Hulu, Disney+ and ESPN, emphasizing the challenge of digital 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.
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