Disney+ Ad Tier and Clarity on Bob Iger’s ‘Hot Mic’ Moment: What’s Next

Disney Advertising has been making big moves in the streaming world lately. In 2024, they saw a whopping 40% of their upfront dollars go toward streaming and digital offerings. Rita Ferro, Disney’s global advertising president, has been leading the charge and recently shared some insights with ADWEEK.

During a chat with ADWEEK, Ferro dished on Disney’s upcoming Tech and Data Showcase, provided a sneak peek at what’s to come for Disney+’s ad tier, and addressed some recent comments made by Disney CEO Bob Iger following a “hot mic” moment.

Ferro highlighted Disney’s focus on automation, partnerships for programmatic business growth, and the constant evolution of their self-service platform. They’ve been making strides to ensure data compatibility with the market, aiming to cater to marketers looking for specific, targeted media opportunities.

Another key point for Disney has been their investment in multicultural programming and commitments to core consumers. They’ve been beefing up their efforts to reach midmarket advertisers, targeting those who may not have advertised with Disney in the past.

When it comes to live integrations, Disney has a strong history with events like the Oscars. Ferro emphasized the importance of working closely with partners like the Academy of Motion Picture Arts and Sciences to deliver unique brand experiences on various platforms.

As for Disney+, Iger mentioned that around 60% of new subscribers are opting for the ad-supported tier. While there was a bit of a stir over Iger’s comments, Ferro assured that more detailed numbers will be shared soon, focusing on the overall portfolio approach rather than individual platforms.

Disney’s foray into the world of streaming and advertising shows no signs of slowing down, and with Ferro at the helm, it’s clear they’re gearing up for an exciting future.