While Disney seems to want something from 21st Century Fox & # 39; s
active contents mainly as part of its incipient war with
Netflix, do not forget the ad sales.
The combined media entity would immediately boast of a
a wider range of TV networks to sell to sellers, allowing them
to order more influence in the market and offer elaborate
cross network packets.
Fox's ad team could also help Disney advance in
data-driven ad sales, where it has lagged behind, ad buyers
Investors, commentators and interested parties are observing
closely as Disney approaches an agreement to acquire a collection of
valuable assets of 21st Century Fox – a deal that
alter the landscape of existing media as we know it .
It would help the battle of Disney to accelerate the cutting of the cord, give it a
largest repository of content and help prepare it to take over
The giants of Silicon Valley, including Facebook, Google, Amazon and
But less examined so far is the fact that the merger would
Disney is even more attractive in the eyes of media buyers
buying ads on behalf of marketing specialists.
Disney is not expected to be left alone with the Fox movie and television
study, but also cable channels, including National Geographic and
FX with value of $ 8.7 billion. That represents a massive boost for
Disney television advertising portfolio, whose assets of cable channels
have been limited to Freeform and the same niche (and mostly
without ads) Disney Channel.
"From the point of view of the cable, Fox brings assets rich in
form of FX and National Geographic, an area in which Disney has
So far it has been limited, "said a buyer of TV ads to Business Insider.
sounds like a very synergistic compilation of companies and
It expands its appeal for marketing specialists. "
Jason Maltby, president and co-CEO of National
broadcast on Mindshare, he agreed, saying that Fox introduced Disney
with a much wider range of networks to sell to the giant
Advertisers "From the point of view of the market, fundamentally
what this does is that it allows Disney to become a bigger player in
the cable sand, "he said.
The merged entity could also provide advertisers
more opportunities to buy custom and complex ad packages that
include a mix of television and digital ads, said Jim Fosina, the founder
and CEO of Fosina Marketing Group.
It also helps that the Disney-ABC TV Group reorganized before
this year, feel the precedent of what is coming. the
the restructuring put advertising sales for its entire portfolio, which
includes ABC, Disney Channel, Freeform and Radio Disney,
under the head of sales of the company, Rita Ferro . Buyers wait
Fox assets will also be incorporated into Ferro.
"A consolidated Disney where they go to a place for all their
the needs are much more attractive to marketing specialists, "added one television ad buyer.
"A larger portfolio and reduced competition also allow Disney
to try to get a higher premium. "
In other words, Disney could promise a one-stop shop and it would
set to be one of the few great TV ad players left
Ad buyers have been pushing to simplify for years, said
Steven Piluso, the media and integration chief at Media Storm.
He recalled having to go through numerous sales representatives and silos
within 21st Century Fox and News Corp, being common "
speak with eight or nine different representatives to reach an agreement. "
Consolidation is welcome, he said.
A combined arsenal of Disney-Fox assets could also allow
marketers to design large-scale advertising programs that could take advantage of
in the intellectual property of Disney and Fox, and their data.
For example, the Nissan Rogue was recently promoted in
conjunction with "Rogue One: A Star Wars Story" at Disney & # 39; s
networks, stations and shows like "Jimmy Kimmel Live" and even
on ESPN Campaigns like that could get bigger and more common.
"They have more influence in the market, more information about
how budgets are allocated and, ultimately, stricter control of the
future, "said Maltby of Mindshare.
That grip could be strengthened with more data. Advertisers have
increasingly pushed the television industry to embrace elements of
Digital advertising: in terms of audience segmentation using data
and software – an area where Disney has been seen as a laggard.
Recently, Fox formed a consortium with Turner and Viacom
launch OpenAP through which advertisers can mix and
combine data sets to be used for targeting ads on multiple TVs
The agreement could bring Disney to that fold.
"Up to this point, Disney could not have played in behavior
marketing, "said Maltby." This really gives them the opportunity
play in that space and go beyond the selection based on gender and
age and do so based on buying behavior ".