‘We want to be accessible’: Rita Ferro on Disney’s ad strategy

Disney’s top priority for TV and streaming remains “customer choice” rather than a particular tier, as its focus is on engagement, according to its advertising chief.
Rita Ferro, Disney’s president of global advertising, told The Media Leader: “How do we continue to drive engagement regardless of what tier you’re on? Because I think, ultimately, all of that breeds more opportunity for distributors and for advertisers.”
Part of that strategy involves making Disney as easy to transact as possible for different kinds of advertisers through its tech stack.
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Noting how Disney inventory can be bought on platforms such as Amazon and Google’s demand-side platforms, Ferro stressed: “Wherever, however clients want to buy us, we want to be accessible.”
During the interview, conducted during the Cannes Lions International Festival of Creativity last week, Ferro also discussed the opportunity in linear TV, the new ESPN service that will be available direct but also as part of a “triple bundle” and how advertising works within that ecosystem.
The interview was conducted by consultant Justin Lebbon on behalf of The Media Leader.