{"id":23003,"date":"2026-01-09T20:54:22","date_gmt":"2026-01-09T20:54:22","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23003"},"modified":"2026-01-09T20:54:24","modified_gmt":"2026-01-09T20:54:24","slug":"disney-details-vertical-video-efforts-and-ai-aided-media-planning-for-2026","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23003","title":{"rendered":"Disney details vertical video efforts and AI-aided media planning for 2026"},"content":{"rendered":"<p><\/p>\n<div id=\"article-body-content\">\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\">At CES, it\u2019s the most wonderful (read: busiest) start to the year. And just like it has in years past, Disney didn\u2019t hold back with a slew of ad innovations at its Global Tech &amp; Data Showcase in Las Vegas on Wednesday.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\">While last year\u2019s showcase touted capabilities like gamified ads and live sports ad bidding, this time around the House of Mouse trotted out new AI tools, including an AI-powered video generation tool along with vertical video. It also highlighted some existing products, including its measurement and analytics tool Disney Compass, which rolled out during last year\u2019s showcase and which is getting souped up with additional features. And building off the debut of its streaming report Generation Stream last year, which highlighted global audience segments, Disney provided a preview of additional consumer behavior research it\u2019s investing in.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\">\u201cThe past year has brought extraordinary change, from rapid consolidation across the industry to breakthrough advances in AI that are reshaping how we work,\u201d Rita Ferro, Disney\u2019s global advertising president, said during the presentation. \u201cWith constant transformation, one thing remains clear: focus drives impact. And that principle is guiding our investments in technology, insights, and partnerships.\u201d<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\">Disney\u2019s announcements included:<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\"><strong>Right place, right time? <\/strong>Disney is rolling out an AI-powered video generation tool that can help build creative for brands by taking into account input like audience, context, and placement, and using existing brand assets. The goal is to help brands \u201cput the right creative in front of the right viewer at the right time,\u201d Tony Donohoe, the company\u2019s EVP of ad platforms, said during the presentation.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\"><strong>Not-so-secret agent:<\/strong> Disney\u2019s internal teams are now using an AI-powered media planning tool that uses client briefs, forecasting, pricing, and audience agents to help build campaign plans, according to Donohoe.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\"><strong>Everyone wants this:<\/strong> After introducing a vertical video product called Verts on the ESPN app in August, Disney is expanding its vertical video push to Disney+ this year in the US. While the company is still exploring how vertical video will be deployed across the platform, it will likely include news programming.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\"><strong>Feeling insightful:<\/strong> Disney\u2019s got a few reports it\u2019s cooking up to supplement all its new ad innovations and help support advertiser decision-making across Disney properties. One is a report on multi-game viewing that\u2019s expected to go live in February, Dana McGraw, SVP of data and measurement science, said; the company is also putting together the second iteration of Generation Stream, which will focus on fandom and eventized streaming.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\"><strong>Golden compass: <\/strong>Execs also touted new features within the Disney Compass product, which was introduced at last year\u2019s showcase and allows advertisers to access Disney first-party data for campaign analysis. This year, Compass is being augmented with a Brand Impact Metric, which takes into account attention, reach, brand health, search (aka how TV ads contribute to search behavior), and attribution. Compass will now also feature a Brand Portal, which will house campaign results and display marketplace context, featuring data from measurement companies including EDO, VideoAmp, and Innovid.<\/p>\n<p class=\"dist__StyledText-sc-a711e2a5-8 czSkWg\">\u201cLet\u2019s be honest, our industry has had a tendency to favor last-touch attribution, but when we are creating conversation, building awareness, and driving action, the story of that holistic impact should be clear,\u201d McGraw said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2026\/01\/09\/disney-vertical-video-ai-aided-media-planning-CES-showcase?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At CES, it\u2019s the most wonderful (read: busiest) start to the year. And just like it has in years past, Disney didn\u2019t hold back with a slew of ad innovations at its Global Tech &amp; Data Showcase in Las Vegas on Wednesday. While last year\u2019s showcase touted capabilities like gamified ads and live sports ad [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23004,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23003","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Disney details vertical video efforts and AI-aided media planning for 2026 | Brandiary<\/title>\n<meta name=\"description\" content=\"At CES, it\u2019s the most wonderful (read: busiest) start to the year. 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