The strategy is about bringing companies a localized, consultative approach to programmatic capabilities and offering a human touch to optimize campaigns and provide support, according to the company.
“Our goal really is to transform all of our account executives to be more analysts,” Jamie Power, senior vp of addressable sales, explained. “Figure out what are the data-driven insights, what did we learn from this campaign, and how can we make it better.”
Expanding the marketing toolkit
In addition to interacting with clients at a more regional level, Disney is looking to bring more capabilities to midmarket advertisers, including outcomes-based measurement and advanced targeting through its audience graph—offerings that midmarket advertisers may have previously thought were out of budget.
“From a tooling perspective, I think that’s pretty exciting for them to see,” Power said. “We have always-on measurement, so every single campaign that they run, they have the ability to see, ‘Is there a lift in web traffic? Is there a lift in application downloads? Is this driving the business?’”
The company previously announced some of its increased advertiser connectivity at Cannes, making its BridgeID—the company’s connection between its audience graph and third-party identity solutions—more accessible to advertisers.
Additionally, Power told ADWEEK that the company added five more demand-side platforms to its repertoire, meaning that it is working with nearly 40 DSPs as it looks to meet advertisers how they want to transact.
The company is connected with the big players in the market, such as The Trade Desk and Google’s Display & Video 360, but as it’s leaned into realigning its business to focus on midmarket, partners such as Viant, StackAdapt, and Nexxen have also shifted volume to accommodate for that.
“We’re really focused on being easy to work with, allowing buyers to buy through whatever technology they want,” Power said.
Aligned on results
Alhough the strategy is still relatively new, Forte said the company is already seeing a “huge uptick” in clients, with Disney Advertising finding momentum with agencies such as Havas, Crossmedia, and Wieden+Kennedy. Additionally, the company said Stagewell’s Assembly is shifting more client investment into connected TV and new automated ad formats.
Forte and Power noted that midmarket advertisers aren’t new to Disney. For instance, the company regularly works with independent agencies on upfront commitments for everything from addressable to linear; however, the executives said the new strategy brings a more personalized approach and even a “startup” mentality as Disney looks to get in the door with clients that previously hadn’t considered the “Mouse House.”
“If you’re a smaller brand that’s just starting to hit your stride, and you’re used to only running on social, and all of a sudden you’re seeing yourself in the sight, sound, and motion of The Bear or an episode of Obi-Wan Kenobi, it’s pretty exciting,” Power said.
