Disney Digital Network is expanding into new areas, including food, where it is launching a new brand Disney Eats.
At its NewFront presentation in New York Tuesday (May 1), Disney said it is pairing the digital content creation and programming capabilities of Disney Digital Network with its TV assets, including ABC and Freeform, so that advertisers can reach mass audiences across media platforms.
"We know that our clients and advertisers are looking for unique, compelling, brand-safe, and diverse ways to reach audiences at scale,” said Rita Ferro, president, advertising sales and marketing, direct-to-consumer and international, Disney|ABC.
“The results that Disney Digital Network has generated for advertisers in the last year alone prove that we are delivering on those needs," Ferro added. "Looking at all that our portfolio offers -- the opportunity to align brands with emotionally resonant content, a highly sought-after millennial audience, and mobile-first formats and platforms -- and pair that with our deep insights, brand safety, and broader media mix across our broadcast and cable assets, truly sets us apart from the rest.”
Disney Digital Network's new brand, Disney Eats, is aimed at giving millennials a taste of foods inspired by Disney characters and by the Disney theme parks around the world. In addition to videos, the brand will extend to consumer products available at shopDisney.com and the Disney Store.
Disney Eats is working with Tastemade. Disney-themed episodes of Tastemade series including Kitchen Little and Tiny Kitchen will be available on both Disney sites and Tastemade channels.
Disney Digital Networks’ Oh My Disney will also expand via a new free app that will launch this summer. The app will feature social content, short-form videos and podcast that will contain stories about Disney’s history and heritage.
The app will also deliver new inventory and opportunities for advertisers.
Read more at broadcastingcable.com.