The article discusses the overwhelming complexity of digital advertising, particularly within Disney, which sees billions of ad impressions weekly across its platforms. Executives emphasize the importance of authenticity over traditional demographic targeting, as consumers, particularly younger ones, are increasingly resistant to conventional advertising. To address this, companies are focusing on personalized marketing strategies, leveraging sophisticated data and technology to create authentic connections with viewers, reflecting a shift towards understanding deeper consumer identities rather than superficial metrics.
"In any given week, there are 4 billion to 5 billion ad impressions running across Hulu, Disney+ and ESPN," said Josh Mattison, executive VP of digital operations for Disney Advertising, during a session at Variety's Entertainment Marketing Summit.
"All of us need to move away from this myopic view of demographics and start thinking more about who these people really are and how to have an authentic connection with them," said Darren Abbott, Hallmark's chief brand officer.
Collection
[
|
...
]