From ESPN to Disney to Marvel, The Walt Disney Company is \u201ca house of brands, not a branded house,\u201d says sales chief Rita Ferro. \u201cAnd we think about each one of those brands and the power that each one of them mean to the customer.\u201d<\/p>\n

The house of brands is now more unified than ever following the consolidation of sales efforts this fall under Ferro, who is President of Advertising Sales & Sponsorships in a unit called Disney Advertising Sales. In this interview with Beet.TV, Ferro recalls taking over the ABC\/Disney\/Freeform portfolio about 18 months ago and having happy advertisers respond \u201cWhere\u2019s ESPN?\u201d<\/p>\n

At that point, \u201cwe slowly started working toward understand that this was going to come together because the marketplace was asking for it,\u201d she says of the inclusion of ESPN in the unified sales structure.<\/p>\n

\u201cIt really is about bringing all the best of the brands and storytelling of the Walt Disney Company together so that advertisers can reach audiences across all dayparts, all lifestyles, all genres, in the best way possible.\u201d<\/p>\n

Asked about differentiation from other multi-brand publishers, Ferro<\/a> says it all comes down to one word: Disney.<\/p>\n

\u201cI think when you talk about data and technology, everyone has their flavor. I think the difference is Disney. The way we tell stories and connections we have with our fans and our brands, no company has that,\u201d says Ferro. \u201cYou name it, we talk to that audience. It\u2019s great storytelling that has really differentiated us and I think bringing it all together only allows us to really accelerate what that\u2019s going to be for partnerships and brands.\u201d<\/p>\n

Now that advertising sales, data and technology sit under the purview of Kevin Mayer, who is Chairman of Direct-to-Consumer and International, the company\u2019s products and services are now aligned \u201cunder one opportunity to make sure that we can sell you across the portfolio and you have visibility to that. So we\u2019ll have better metrics, better targeting, we\u2019re building out better vendor relationships and better technology partners.\u201d<\/p>\n

One recent tech change was Disney ending its involvement with FreeWheel in favor of Google Ad Manager to manage and deliver all online ad campaigns.\u00a0Disney has worked with both FreeWheel and Google Ad Manager in the past, as The Wall Street Journal reports<\/a>.<\/p>\n

The efforts under Mayer will \u201callow more visibility, more targeting, better metrics and also allow us to launch new products like programmatic linear television, which we\u2019ll be bringing to market,\u201d Ferro says.<\/p>\n

This video is part the Beet.TV preview series \u2018The Road to CES 2019.\u201d The series is presented by\u00a0dataxu<\/a>.\u00a0 For more videos,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

From ESPN to Disney to Marvel, The Walt Disney Company is \u201ca house of brands, not a branded house,\u201d says sales chief Rita Ferro. \u201cAnd we think about each one of those brands and the power that each one of them mean to the customer.\u201d The house of brands is now more unified than ever […]<\/p>\n","protected":false},"author":17,"featured_media":58120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5267,7267,7268,7417,7737,7762],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58118"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58118"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58118\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58120"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}