Disney Plans TV Upfront Shake Up as Networks Return to In-Person Presentations (Exclusive)

Disney Plans TV Upfront Shake Up as Networks Return to In-Person Presentations (Exclusive)
After mounting glitzy presentations to advertisers at a stately Lincoln Center auditorium for decades as part of the TV industry’s annual upfronts, Disney now plans a big break with Madison Avenue tradition.

The owner of ABC, ESPN and Hulu intends to ask advertisers and buyers to convene at a new, as-yet-undisclosed location where executives can interact with the company’s entire media portfolio in a more hands-on way, says Rita Ferro, president of Disney Advertising Sales.

“We need to modernize our presentation and how we show up,” Ferro told Variety. Doing so has become increasingly important as more advertisers look for ways to run commercials alongside video content that appears simultaneously across many kinds of media outlets and use data to purchase ad time with more precision. Ferro expects to invite advertisers to a new kind of Disney upfront showcase that is experiential in nature, she says. In the months ahead of the extravaganza,
See full article at Variety »

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