Disney EMEA Sales Chief Notes Flat Pie Trend With TV Advertising

Disney’s EMEA sales chief, Deborah Armstrong, recently highlighted a concerning trend in TV advertising. Speaking at The Future of TV Advertising Global event, Armstrong emphasized the need for more advertisers to invest in TV to prevent funds from shifting elsewhere.

Armstrong noted that while broadcasters are compensating for the decline in linear TV through their video-on-demand (VOD) offerings, overall investment in TV advertising remains stagnant. She stressed the importance of boosting efforts to attract more advertisers to TV, stating that “the pie is flat” in terms of funds allocated to TV marketing.

To address this challenge, Armstrong emphasized the necessity of collaboration within the industry. She cited Disney’s proactive approach, mentioning that Disney+ was the first subscription video-on-demand (SVOD) service to join BARB, a UK television audience measurement organization. Additionally, Disney+ became a member of UK marketing body Thinkbox and expressed openness to joining similar organizations across Europe.

In urging clients to reassess their advertising budgets, Armstrong highlighted the unparalleled value of TV advertising for return on investment (ROI) and brand-building efforts. She emphasized the importance of robust measurement tools, diverse data sources, innovative products, and technology advancements to align TV advertising with digital standards.

During the interview, Armstrong shared insights into how Disney’s extensive experience in linear TV had informed the successful launch of Disney+. Despite facing challenges, the platform has exceeded expectations in 12 markets and is set to expand further.

Armstrong emphasized Disney’s commitment to delivering advertising content that aligns with the values of its audience. By simplifying the advertising process and expanding VOD inventory, Disney aims to cater to advertisers’ evolving needs and preferences.

Looking ahead, Armstrong expressed Disney’s commitment to offering flexible advertising solutions, including sponsored content and ad-funded programming, to meet advertisers’ needs effectively. By adapting to industry trends and maintaining a client-centric approach, Disney aims to lead the way in redefining TV advertising strategies.