The Medium
Friday Mailing: Marketplace Disconnects Between Disney+ With Ads & Advertiser Demand
If the buzz around advertising in streaming has been sounding unusually bullish lately, blame Upfronts. They start next Monday and aim to meet or pass the “robust demand” witnessed in the 2021 Upfronts.
CEO Bob Chapek told investors on the FY Q2 2022 earnings call that advertisers have asked for a Disney+ ad tier “for years”, and added, “Our advertisers increasingly are looking for multiple platforms to reach a broader reach.”
Jeff Green, CEO of the media-buying platform The Trade Desk, offered a similar, bullish take on advertiser demand earlier this week on his company’s Q1 2022 earnings call. However, Green also implicitly highlighted some key disconnects between advertiser demand and the supply Disney will offer via Disney+ with ads.
Demand is real
Green told investors:
As advertisers are seeing reach and impact erode from traditional cable television, they are focused on moving to premium streaming content. Increasingly, this is the most important buy on the media plan. Marketers want to advertise against premium content ...