The ad sales chief noted the ability to bring in new tech into advertising and move with speed is essential.
“It’s powerful and resonating with our brand partners,” Ferro said. “Having it all in one place at a global scale, that’s how we’ve been going to market from an advertising perspective.”
Basically Disney+
A week after Iger returned to Disney, the company rolled out its ad-supported offering, Disney+ Basic.
In the months since launch, Ferro and her team have discovered that Disney+’s audience is far broader than initially expected and have experimented with ad breaks and discoverability.
“Disney+ is much more movie-centric than television content as it is on Hulu, so we assumed we were going to have more consumption of movies on the platform. We had to play with different ad breaks for different kinds of content,” said Ferro.
And regardless of the current soft ad market, Ferro is optimistic.
“We’re now really in the scatter marketplace looking how to monetize the year, but also planning for the upfront in what is a very interesting marketplace,” said Ferro.