What These Disney Marketing Strategies Can Teach Marketers

Eric Siu

Disney, a global entertainment powerhouse, has captured the hearts and imaginations of millions of people around the world. This is only compounded by their thriving streaming platform, Disney Plus (or Disney+).

In this blog post, we will “show you the world” of Disney Plus’s latest monetization tactics and explore the techniques, campaigns and innovations they’ve installed to stay up to pace with modern tactics and strategy in a highly competitive streaming space.

Let’s dive into the nitty gritty of Disney marketing to see what we, as marketers, can learn from their ad strategy.

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CMO, Nextiva

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Disney Marketing: The Power of Ads

Disney Plus surprised many when it introduced advertisements into the platform. This decision aligns with the notion that ads are an integral part of the marketing landscape and web-based apps and media sources in general, which streaming platforms fall under categorically.

According to GameSpot, “there’s about half the amount of ads on Disney+ as there is with Netflix with ads.” On the Disney+ platform:

For a TV show episode, you’ll get between two and three minutes of ads for 30-45 minutes per episode.
For a movie, you’ll get about 3-4 minutes of ads.

Just as with traditional media channels, like radio and television, plenty of online platforms such as YouTube, Google, Facebook, TikTok, and Instagram rely on advertising to monetize their offerings. While consumers may prefer an ad-free experience, remember that:

Providing the option to choose between ads and an ad-free subscription allows for better monetization and caters to a wider audience.

Disney’s marketing strategy serves as a blueprint for businesses looking to make a splash in the digital realm. By combining creativity, storytelling and a deep understanding of their target audience, Disney has carved a niche for itself. Let’s explore the key elements that makeup Disney’s marketing strategy.

A Whole New World of Advertising

Everything eventually becomes an ad network. As marketers, it is essential to recognize that attention holds immense value.

Once a platform gains a substantial following, whether it be a podcast, YouTube channel or social media account, incorporating ads or selling products becomes a natural progression.

Attention-driven strategies, like those employed by Mr. Beast, showcase the significance of leveraging attention to fuel marketing success and branch off into supplemental marketing ventures and projects:

With a diverse medley of revenue streams through sponsorships, branded products and advertisements, businesses can tap into the power of attention and capitalize on audience reach.

This type of digital advertising plays a vital role in Disney’s marketing approach:

Disney+’s ability to leverage various advertising channels, both traditional and digital, has allowed it to reach a vast audience.

We will explore how Disney strategically utilizes advertising to promote its products and experiences, and the impact it has on driving brand awareness and loyalty.

Embracing the Contradictions: Consumers and Pop-Ups

Consumer preferences and behavior can often contradict their stated opinions. Take, for instance, the widely despised pop-up ad:

Despite claims of dislike, incorporating well-crafted pop-ups that add value has proven effective in attracting users’ attention and enticing them to share their information willingly.

Offering value in exchange for personal data demonstrates that consumers are willing to make trade-offs and engage with ads when they perceive the benefits.

Disney Plus is entering a new stage of providing access to the platform where they’re going to permit users who value a non-ad experience to experience the full platform while also giving them a more affordable alternative with ads. It’s the best of both worlds in that they can reach their audience with more diverse options that will suit their desires and how they wish to consume Disney’s content.

The Worth of Ads: The Twitter Blue Example

Even a prominent platform like Twitter, with its immense user base, recognizes the value of ads in its monetization strategy.

This is evident in the introduction of Twitter Blue, a subscription service that offers additional features while reducing ads by 50%. This move by Twitter highlights the fact that users are willing to tolerate a certain level of advertising in exchange for enhanced functionality and benefits.

This social platform acknowledges that ads are an integral part of their platform’s ecosystem:

Twitter understands that ads, when balanced with user experience and value, can coexist harmoniously with the content.

This demonstrates the effectiveness of finding a middle ground that caters to the needs of both users and advertisers.

While some users might find ads on social media platforms to be a minor inconvenience, the benefits they derive from the platform generally outweigh the presence of ads. In the case of Twitter Blue, subscribers willingly pay for the service despite the continued presence of ads. This indicates that users perceive the value of the additional features and benefits offered by the subscription to outweigh any potential drawbacks.

Disney is following suit with this perspective in their implementation of ads in their streaming platform. Where many might feel opposed to it at first, it’s actually a carefully balanced update to the streaming platform that will help monetize the platform while also making it more accessible to a wider crowd.

Monetization Opportunities for Businesses of All Sizes

Regardless of the size of your business or audience, embracing ads as a monetization strategy is practically essential. Whether you possess an email list with thousands of subscribers or a YouTube channel with modest views, ads allow you to generate revenue from your hard work.

Remember that your audience’s engagement and satisfaction outweigh concerns about the presence of ads. As long as you deliver value and maintain a high-quality experience, your audience will continue to support your endeavors. Below are several approaches to maximizing potential revenue streams:

Leveraging an Email List: If you have built an email list, it indicates that your audience has already shown interest in your content or products. This presents an excellent opportunity to monetize through ads. By carefully selecting relevant and engaging ads to include in your email newsletters or promotions, you can provide value to your subscribers while generating revenue. Just make sure ads do not overshadow your primary message.
Monetizing a YouTube Channel: YouTube is a powerful platform for content creators, and it offers various monetization options, including ads. Even if your channel’s view count may not rival that of larger influencers, you can still earn revenue through ads. YouTube’s Partner Program allows creators to earn money based on ad impressions and viewer engagement.
Exploring Sponsored Content: Beyond traditional ads, sponsored content offers an additional avenue for monetization. By collaborating with relevant sponsors, you can create sponsored content that aligns with your audience’s interests and provides value while generating revenue. Remember to maintain transparency and authenticity in your sponsored content to preserve your audience’s trust.
Incorporating Native Advertising: Native advertising seamlessly integrates promotional content within your platform or website, matching its format and style. By blending ads with your existing content, you can create a non-disruptive and engaging advertising experience for your audience. Through strategic partnerships and a careful selection of native ads, you can monetize your platform while enhancing the overall user experience.
Building Affiliate Partnerships: Affiliate marketing is another effective way to monetize your business. By partnering with relevant brands and promoting their products or services, you can earn a commission for every sale or lead generated through your referral. Carefully incorporating affiliate links or banners into your content allows you to monetize while providing your audience with useful recommendations.

You may also like: 7 Creative Ways to Monetize Your Podcast

Last Words on New Disney Marketing Tactics

Disney’s marketing prowess has made it a trailblazer in the digital era. By analyzing the various Disney marketing strategies, campaigns and innovations, businesses and marketers can gain valuable insights into crafting their own successful marketing endeavors.

It might not seem that novel, with other streaming platforms gradually introducing subscription options that either contain ads or don’t contain ads, but it’s a big deal for Disney Plus for how big their audience is and the implications of varied revenue streams through monetization.