- Disney unveiled a slate of latest features, including a TikTok-like vertical video format, for its digital platforms, as a part of the sixth annual Global Tech & Data showcase at CES, per details shared with Marketing Dive.
- The vertical video format will probably be used across categories and content types, including news and entertainment. Last yr, Disney-owned ESPN introduced a vertical video format on its app.
- The company also introduced recent creative and measurement tools, including a video generation tool that may let brands create content using their existing brand assets and guidelines.
If there was ever any lingering doubt about TikTok’s influence on entertainment and mobile media, Disney has removed it. Disney will use vertical video across categories and content types, including news and entertainment, for a “more personalized, dynamic experience that reinforces Disney+ as a must-visit each day destination,” per an announcement.
The company’s introduction of vertical video on its core entertainment platform demonstrates just how much the ways we devour content have modified, and the lengths firms will go to capture those eyeballs. A plurality (41%) of consumers consider each social media videos and streaming services to count as “watching TV,” per Deloitte Consulting’s 2025 “Digital Media Trends” report. At the identical time, greater than a 3rd (35%) of consumers spend more time viewing videos on social media than streaming services. Unsurprisingly, that percentage increases amongst younger consumers.
Disney also introduced several recent tools to make its streaming platforms more advertiser-friendly. Among them is a brand new video generation tool that may help advertisers create commercials using their existing brand assets and guidelines. The tool can even support versioning by audience, context and placement. Disney also introduced a brand new AI-powered planning tool that captures objectives, audience intent, timing and constraints.
Finally, Disney also expanded its Disney Compass measurement tool, which was introduced last yr, to incorporate a unified view of brand name performance across campaigns and platforms, called Disney Brand Portal. The tool uses category benchmarks and AI-powered summaries that highlight learnings and discover recent opportunities for advertisers. The tool will probably be connected to measurement providers including Affinity Solutions, CINT, EDO, Innovid and VideoAmp upon launch.
The company also introduced a brand new Disney Advertising Brand Impact Metric that brings together attention, brand health, reach, search and attribution metrics so marketers can see what’s working and understand and optimize their campaigns. The recent tools show how streaming platforms are working to enhance measurement as marketers push for more performative media.
“More than ever, marketers need a greater bridge between brand constructing and performance, and data can serve because the insight layer across campaigns and tactics,” said Dana McGraw, senior vp of knowledge and measurement science, in an announcement. “When brands can connect ad exposure to direct results, marketers gain clarity on not only what drove results – but how.”
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