"Disney unveiled a slate of new features, including a TikTok-like vertical video format, for its digital platforms, as part of the sixth annual Global Tech & Data showcase at CES, per details shared with Marketing Dive. The vertical video format will be used across categories and content types, including news and entertainment. Last year, Disney-owned ESPN introduced a vertical video format on its app."
"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 daily destination," per an announcement. The company's introduction of vertical video on its core entertainment platform demonstrates just how much the ways we consume content have changed, and the lengths companies will go to capture those eyeballs."
Disney unveiled new digital features including a TikTok-like vertical video format for use across categories and content types such as news and entertainment. The vertical format aims to create a more personalized, dynamic experience and to reinforce Disney+ as a daily destination. Disney also introduced creative and measurement tools for advertisers, including a video generation tool that assembles commercials from existing brand assets and supports audience, context and placement versioning. The company added an AI-powered planning tool to capture object-level insights. The moves reflect shifting consumer habits toward social-style video consumption and efforts to make streaming platforms more advertiser-friendly.
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