Disneysaid it is expanding its Magic Wordsadvertisingfeature, introduced last year, to live programming.
Emotional engagement has the power to make us feel something deeply meaningful.
And that is the most valuable currency of them all, Disney Advertising PresidentRita Ferrosaid onstage.
Disney Advertising President Rita Ferro at CESDade Hayes
Emotional connections to key moments boosted brand perception and engagement significantly, she said.
One of the speakers was Josh Mattison, EVP, Digital Planning & Operations, Disney Advertising.
He discussed insights the company has gathered about the integrations it has done of Hulu and ESPN+ on Disney+.
People are watching more content when we offer it in a seamless, integrated experience, he said.
Offering content across multiple platforms is not cannibalizing viewership its expanding it.
