The digital advertising landscape within the Magic Kingdom is a vast and ever-evolving space. With 4 billion to 5 billion ad impressions running across platforms like Hulu, Disney+, and ESPN each week, the volume of marketing materials flowing through Disney’s digital pipes is staggering. In a month, they receive 50,000 pieces of ad creative, highlighting the sheer scale of their advertising efforts.
During a session at Variety’s Entertainment Marketing Summit, Disney’s executive VP of digital operations, Josh Mattison, emphasized the use of AI tools to handle this massive volume of advertising. The overarching theme of the event was the importance of authenticity in capturing audiences’ attention in a media landscape where consumers are increasingly wary of being sold to.
One approach to achieving authenticity is by leveraging data to target audiences in personalized ways. For example, ads can now be tailored to individual scenes within a show based on metadata tagging. Additionally, collaborations with established creators, such as bringing Minecraft creators into the production process of Warner Bros.’ “A Minecraft Movie,” can help create a more authentic connection with audiences.
However, there is a fine line between targeted marketing and getting too granular. Executives like Gayle Troberman from iHeartMedia caution against targeting specific fandoms to the point of exclusion. The challenge lies in being comprehensive yet bespoke in marketing campaigns, as seen in the case of the Broadway musical “Wicked,” where reaching a broader audience beyond the rabid fan base was crucial for success.
Moreover, global marketing strategies need to be balanced with localized approaches to resonate with diverse audiences worldwide. Netflix’s Shelly Gillyard highlighted the importance of understanding regional preferences, as something that doesn’t resonate in Brazil may not translate globally. Sony Pictures’ Joe Whitmore emphasized the significance of catering to specific fandoms in different regions, like the popularity of “Karate Kid” in Brazil.
Overall, the key takeaway from the Entertainment Marketing Summit is the necessity of authenticity in today’s complex media landscape. Balancing personalized marketing with a global perspective and local customization is crucial for engaging audiences in a meaningful way. The evolving nature of digital advertising requires constant innovation and adaptation to stay ahead in the Magic Kingdom and beyond.
