![]() Adoption of Disney Hulu XP quadrupled in the first 30 days of its launch. ![]() It launched last month to enable advertisers to buy once and deliver to audiences across streaming, sports, entertainment and news content in one single deal. All in, Disney said it’s making a “nine-figure” investment in its ad platform.ĭisney Hulu XP– what execs described as the first step to convergence at Disney – is an early proof point of Disney’s platform strategy. The team came about l ast year, when Disney merged all of its Hulu and Disney ad tech talent and products into a single, centralized team. The team already built the video ad server and the video header bidding solution that allows programmatic buyers to compete for every Disney ad impression. ![]() The muscle behind its tech is a 500-person engineering and product team led by Jeremy Helfand, previously Hulu’s VP and head of advertising platforms. A video ad server “pressure-tested” at Hulu will be extended across the rest of Disney’s video inventory. Linear TV buyers will be able to buy across new formats more easily and with greater granularity, while programmatic buyers will finally be able to see and bid on all of Disney’s inventory.īuilding its own ad tech is a key part of Disney’s strategy. Buyers will also be able to use Disney’s audience graph to identify viewers, adding to Disney’s value prop in a cookieless world.ĭisney is courting two sets of advertisers with its platform approach. To meet these new buyer needs, Disney is in “unification mode.” The company is trying to make its inventory easier to buy across linear, CTV and digital video, whether it’s ESPN or Hulu. “That is a new way of clients doing business with us.” “Automation and data…is really the underpinning of the Disney Platform,” Valentino said. Reaching viewers across different screens and buying across the entire ecosystem has become a “business imperative,” and this year’s upfronts will require more fluidity and flexibility, said Lisa Valentino, Disney Ad Sales EVP of client solutions and addressable enablement. Its ad sales leadership shared the plan with buyers during its first-ever Platform Tech Showcase last week. As part of that plan, it created a programmatic exchange, DRAX, which will allow programmatic buyers to compete for all Disney ad impressions. Prior to Samsung Electronics, Tran was VP of marketing at Stance, a socks and underwear brand, and before that served as digital marketing and social-media lead at Taco Bell.Disney laid out an aggressive plan to unify all of its screens, automate more than half of its business and make the majority of its inventory – both linear and digital – addressable within five years. ![]() Among his projects, Tran established a partnership with Disney to bring popular characters to Samsung’s AR Emoji feature, which allows users to create a 3D emoji version of themselves by mirroring facial expressions. Tran, before joining Hulu, spent two years at Samsung Electronics where he oversaw social-media, influencer and experiential marketing in entertainment, sports and music. Earlier in his career, Crosby held multiple marketing roles at Microsoft’s Xbox division where he managed the “Halo” franchise and worked as an account supervisor at ad agencies TBWA\Chiat\Day and Wieden Kennedy. “Ryan Crosby and Nick Tran are tremendous leaders with proven track records, who will join Hulu’s talented marketing team to lead the next evolution of our Hulu brand promise and content marketing campaigns.”Īt Netflix, Crosby oversaw the team responsible for driving awareness, acquisition and viewing for Netflix original series including “Orange Is the New Black,” “House of Cards,” “Stranger Things,” “The Crown” and “Altered Carbon.” Before joining Netflix in 2015, he served as VP of consumer marketing at video-game publisher Activision Blizzard. “During a critical time for Hulu, we’re excited to bring in two new vice presidents to anchor our brand and content-marketing teams,” Kelly Campbell, Hulu’s chief marketing officer, said in announcing the hires. The two execs will join Hulu in June, reporting directly to chief marketing officer Kelly Campbell, a former longtime Google marketing executive who joined the company last summer. Tran, as VP of brand and culture marketing at Hulu, will be responsible for brand strategy, campaigns and activations and social media. Hulu has expanded its marketing executive ranks with two new hires: Ryan Crosby, formerly Netflix’s director of global creative marketing, and Nick Tran, previously head of brand culture at Samsung Electronics.Ĭrosby has been named Hulu’s VP of content marketing, overseeing marketing strategy and activities for originals, licensed programming, and live TV.
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