Laura Nelson

LOS ANGELES – Data clean rooms that allow media buyers and sellers to match their consumer data without directly sharing it with each other are emerging as powerful tools in the advertising market. The technology promises to correlate target audiences with campaign messaging, improving the efficiency of marketing budgets. Disney Advertising Sales is harnessing clean-room […]

For Disney, subscription video may have been the headline-grabber over the last year. By April, Disney+ had passed 50 million subscribers. But, while SVoD grows, other parts of the Mouse’s empire are busy revolutionizing how they sell ads and deliver them to relevant audiences. The Disney Advertising Sales footprint, of course, includes ABC, ESPN, NatGeo, […]

ORLANDO – Disney’s deal with Roundel, from Disney’s perspective, is a play to help brands optimize and measure the effectiveness of their own campaigns. According to Disney Advertising Sales svp of cross portfolio solutions Laura Nelson, in conversation with Beet.TV at the annual ANA Masters of Marketing Conference, Disney caught on to just how powerful […]

SAN JUAN — Ad spending on over-the-top (OTT) TV was expected to increase 40% to $2 billion in 2018, with addressable TV spend reaching $800 million, according to Magna. That means spending on addressable TV – with which buyers can use advanced data and return path to more precisely target viewers and households – would represent only […]

SAN JUAN — Spending $52.4 billion to acquire 21st Century Fox would be pretty transformational by anyone’s standards. For Disney, the acquisition a year ago added to an already-broad portfolio of assets, and came right as the company was figuring out a direct-to-consumer SVOD strategy and learning to get to grips with a whole new world […]

SAN JUAN, Puerto Rico—As the industry learns to transact in new and hopefully more uniform ways, Disney is building targeting segments that will ultimately represent the totality of its audiences. It’s a process over which Disney has far more control than, say, reconciling disparities in current digital measurement options. To make audience targeting more mainstream […]