Roughly one-third of Disney’s streaming portfolio is transacted programmatically.
In fact, programmatic is becoming “the preferred way that people transact,” says Jamie Power, SVP of addressable sales at The Walt Disney Company, speaking on this week’s episode of AdExchanger Talks.
“People are in there because they can see the value,” says Power, who joined Disney in May 2022 after more than five years at addressable ad platform Cadent.
But maintaining a successful advertising business requires more than keeping buyers happy. People deserve a decent viewing experience.
CTV’s over-frequency problem is as real as the pressure that streaming services are under to grow their average revenue per user (ARPU). One easy way to improve ARPU is by increasing the ad load, but that’s a slippery slope that could result in viewer churn.
You don’t have to sacrifice one to achieve the other, though.
“I do fundamentally believe that targeting ads really helps the viewing experience because you’re watching content you want to consume and seeing ads that are relevant to you,” Power says, pointing to the binge and pause ad formats that originated on Hulu.
“[We’re] making sure that we’re being thoughtful in the message and telling stories in the message,” she says. “[And we’re using] data to make sure that the ad experience is something that the consumer can accept and that we’re enhancing.”
Also in this episode: A recap of Disney’s most recent earnings report, the role that streaming played during this year’s upfronts, why knowing – and being able to measure – what channels or tactics aren’t working is as valuable as knowing what is working, Novacap’s recent acquisition of Cadent and Power’s recently discovered knack for boat-docking.
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