Linear TV, OTT Can Complement Audience Reach: Disney’s Rita Ferro

Streaming platforms are investing billions of dollars in original programming every year, raising the stakes for linear TV channels that aim to deliver audiences to advertisers. While linear TV has key strengths in sports, news and events, it also has the power to reach audiences with other kinds of original programming. Rita Ferro, president of […]

 

‘Second-Screening’ Will Be Key for Sports Coverage: Disney’s Rita Ferro

Broadcasters have experienced a dearth of live sports with the suspension of operations by professional sports organizations during the coronavirus pandemic. That absence has raised expectations for the upcoming return of the National Football League, whose regular season last year was responsible for 47 of the 50 most-viewed telecasts, according to researcher Nielsen. Rita Ferro, […]

 

Disney’s Ferro Discusses Unified Ad Sales, Shift To Google Ad Manager

From ESPN to Disney to Marvel, The Walt Disney Company is “a house of brands, not a branded house,” says sales chief Rita Ferro. “And we think about each one of those brands and the power that each one of them mean to the customer.” The house of brands is now more unified than ever […]

 

Disney+ A ‘General Entertainment Brand’ For Families, Says Sales Chief Ferro

When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won’t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to “experience the Disney customer far and away beyond just the traditional advertising,” says sales chief Rita Ferro. Disney+ will be the third piece of a […]