Disney+ Vertical Video Feed Launches in US

Disney+ is getting ready to introduce its very own vertical video feed, which will be available in the U.S. later this year. This move comes hot on the heels of ESPN Unlimited’s Verts launch last year, where users can enjoy swipe-able, personalized short-form content on their mobile devices. And there’s more excitement to come with the combined Disney+-Hulu app experience that’s set to debut later this year.

During the company’s Tech & Data Showcase at CES, Disney’s executive vice president of product management, Erin Teague, shared that they plan to evolve the vertical video feed over time. They aim to explore various formats, categories, and content types to provide you with a dynamic feed tailored to your interests, constantly refreshed and updated based on your preferences.

Not stopping there, Disney is also rolling out a new video generation tool for advertisers. This tool will allow brands to create top-notch, TV-ready commercials using their existing brand assets and guidelines, making the process smoother and more efficient. Additionally, they are introducing an AI-powered internal tool to enhance planning strategies and drive better outcomes.

The asset review and media planning tools are already in use within Disney’s teams, while the video generation tool is gearing up for beta testing with select clients in the coming months. According to Disney Advertising Addressable Sales SVP Jamie Power, these tools are not meant to replace the work of creative agencies but to expand possibilities, using data and audience signals to shape future work and market experiences effectively.

Disney Advertising’s Compass platform, already supporting brand campaigns in the U.S. and Latin America, will soon expand to include the Europe, Middle East, and Africa region. They are also introducing a brand portal to provide advertisers with a comprehensive view of campaign performance across various platforms, along with useful insights and new opportunities for growth.

And to wrap it all up, Disney Advertising is launching a Brand Impact Metric to offer advertisers a holistic view of their campaigns’ effectiveness. This metric considers factors such as attention, reach, brand health, and search, providing valuable insights for better decision-making.

All these developments signify Disney’s commitment to enhancing the viewing experience for users and advertisers alike. Stay tuned for more exciting updates from Disney+ as they continue to innovate and deliver top-notch entertainment to your screens!