When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won\u2019t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to \u201cexperience the Disney customer far and away beyond just the traditional advertising,\u201d says sales chief Rita Ferro.<\/p>\n

Disney+<\/a> will be the third piece of a direct-to-consumer triad when combined with ESPN+, which launched last April, and Disney\u2019s stake in Hulu, the President of Advertising Sales & Sponsorships explains in this interview with Beet.TV.<\/p>\n

\u201cOn the Disney side, while we are not doing advertising at launch right now, we are doing marketing partnerships around how we can actually bring brands together that we\u2019ve done broadly with the company,\u201d Ferro says.<\/p>\n

Disney believes that direct-to-consumer, which requires a new approach to content allocation, which in Disney\u2019s case includes pulling its movies and shows from Netflix next year, gives both consumers and advertisers the best opportunities.<\/p>\n

\u201cWhat you saw in the launch of that product was the quickness of adoption,\u201d Ferro<\/a> says of ESPN+, which provided access to more mainstream and \u201cunique\u201d sports like boxing. \u201cFive months in we announced we were at a million subscribers and we\u2019ve only grown from there.\u201d<\/p>\n

She describes Disney+ as \u201ca broad, general entertainment brand for families\u201d built around proven entities like Star Wars, Marvel, Pixar, Disney and National Geographic.<\/p>\n

The third leg of the direct-to-consumer stool is Hulu, the unprofitable streaming pioneer that will be 60% owned by Disney at the beginning of 2019 by virtue of its acquisition of Twenty-First Century Fox. Hulu is where ABC and Freeform programming resides, with ad-supported \u201clive and on-demand content in season,\u201d says Ferro.<\/p>\n

\u201cWe\u2019re also working very closely obviously with our product groups and our events groups and our parks and movie promotions teams,\u201d she says of the company\u2019s direct-to-consumer initiatives.<\/p>\n

This video is part the Beet.TV preview series \u201cThe Road to CES 2019.\u201d The series is presented by dataxu<\/a>. For more videos, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won\u2019t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to \u201cexperience the Disney customer far and away beyond just the traditional advertising,\u201d says sales chief Rita Ferro. Disney+ will be the third piece of a […]<\/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":[3238,5355,4285,4506,5748,6356,7417,7737,7763],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58129"}],"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=58129"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58129\/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=58129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}