Disney+ Innovates with Vertical Videos and Advanced Advertising Features
Disney+ is set to introduce vertical videos to its platform later this year, aiming to enhance the user experience and engagement. This move was announced during the Tech + Data Showcase at CES in Las Vegas, where Disney also unveiled new advertising features like a "brand impact" metric and a video generation tool for creating connected-TV-ready commercials. The company plans to explore various ways to incorporate vertical videos across different categories and content types to make Disney+ a daily destination for users.
Erin Teague, EVP of Product Management for Disney Entertainment and ESPN, emphasized the importance of integrating vertical videos seamlessly into the platform to align with user behaviors. The introduction of vertical videos on ESPN allowed the company to understand user preferences for short, snackable content. Disney aims to leverage this format to cater to the preferences of Gen Z and Gen Alpha audiences who seek quick, engaging content on their devices.
Disney's global advertising chief, Rita Ferro, highlighted the significance of live programming, particularly in sports, as a key driver of engagement. ESPN's dominance in live sports viewing underscores the cultural impact of sports content and the opportunities it presents for brands to connect with audiences. The Brand Impact Metric introduced by Disney Advertising will provide insights into the combined impact of brand and performance channels on driving outcomes, leveraging third-party measurement data and Disney's first-party data to offer a comprehensive view of campaign effectiveness.
Overall, Disney's focus on enhancing the user experience through vertical videos and innovative advertising solutions reflects its commitment to staying relevant in the evolving digital landscape. By adapting to changing consumer preferences and leveraging data-driven insights, Disney aims to create a more personalized and engaging experience for its audience on Disney+.