Ad Tech Execs Respond to Disney+ Ad Tier

Ad Tech Execs Respond to Disney+ Ad Tier

NEW YORK— A cross-section of executives from the advertising, analytics and streaming industries reacted to the launch of Disney+’s new ad tier by suggesting it was a positive development for the streaming industry that would “accelerate” the ongoing shift of ad dollars from traditional TV to streaming.

“As Disney+ introduces a massive library of premium advertising inventory along the lines of some of the most beloved and recognizable franchises in history from Marvel to Star Wars, the movement of ad dollars out of traditional TV and into streaming will only accelerate,” asserted Dallas Lawrence, senior vice president of Samba TV in an email. “Disney knows the consumer and the advertising industry better than almost anyone, and now has the potential to capture a previously untapped audience as their ad-supported tier rolls out, especially younger, more affluent viewers. The exciting value proposition of Disney’s upcoming streaming ad model lies in the opportunity it offers to capture and monetize net new or lapsed subscribers. 9 out of 10 adults who do not currently have a Disney+ subscription watch other ad-supported streaming content today, indicating that these audiences have no reluctance to watch ads in exchange for free or reduced-price content and are prime candidates for to turn to Disney’s new ad-supported tier.”

Leave a Reply

Your email address will not be published. Required fields are marked *