Ad-free Disney Plus looks beyond co-marketing deals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2020, 1:35 PM UTC

But Disney will likely be selective about the brands it allows onto Disney Plus.

This piece states that along with offering co-marketing deals to brands like Verizon, Disney Plus is open to similar deals, product placement and brand integrations in its original shows. But, a company spokesperson confirmed that the company does not offer any branded content opportunities.

The streaming platform plans to share a list of shows and discuss brand integration after finalising “its slate of originals”. While no specific deal was struck, Disney and senior agency executives met at CES to brainstorm ideas to “work together beyond a pure ad buy”.

Gartner analyst Eric Schmitt said brands are eager to be associated with Disney’s premium content. The plan can also motivate advertisers to work with Disney even if the terms don’t necessarily include direct advertising.

Read the original article

[3 minute read]