Following the success of “Verts” on the ESPN app, Disney+ is set to introduce vertical videos on its U.S. service this year.
The news was announced at The Walt Disney Company’s CES showcase, highlighting how the company is deploying new technology for its advertising clients and audiences.
“Advertisers are raising the bar for both accountability and innovation, seeking impactful ways to align with quality storytelling and data-led solutions that drive meaningful business results,” said Rita Ferro, president of global advertising at The Walt Disney Company. “Disney brings together world-class storytelling and the technology that connects brands with fans at scale across the world’s most premium live sports and entertainment experiences.”
Enhancements include a new video generation tool so that brands can create high-quality, CTV-ready commercials using existing brand assets and guidelines. Known and Instinct Pet Food are among the first to test the new tool.
The company is also building on Disney Compass, launched last year to bring together planning, data collaboration, and measurement into a single, connected experience. Supporting campaigns across the U.S. and LATAM, it is expanding to EMEA. Disney Compass will soon include AI-powered summaries.
In addition, a new Disney Advertising Brand Impact Metric allows brands to see what’s working and optimize mid-campaign.
