TikTok CEO Kevin Mayer resigned from the company on Wednesday, having spent only three months in the role since leaving Disney.
In comparison with TikTok’s month of scrambling to sell itself off and sue the president of the United States, Disney’s most recent ad biz updates look like scenes from Mary Poppins.
Walt Disney’s creative agency, CreativeWorks, is making strides toward connecting brand partners to more diverse audiences.
CreativeWorks recently formalized its partnership with Black-owned agency Translation to deliver on that promise:
- After collaborating for more than six months, Steve Stoute’s agency and CreativeWorks entered a multiyear deal this week.
- By the end of the deal’s first year, the partners hope to see 20 different clients successfully connect with audiences they haven’t targeted before.
Wise words: Stoute, who started Translation 15+ years ago, told Ad Age that “It’s not only the right thing to do but it is good for business.”
Disney is simultaneously working on fixing the most annoying part of ad-supported streaming services: repeated ads, which became a serious issue with its Hulu takeover.
That Carvana ad, explained: For all of Disney’s digital properties except Hulu, Disney uses Google’s ad server. Working with two different ad servers makes it impossible to actually control ad frequency, despite more inventory overall.
- In June, Disney announced that it was officially going to merge its ad tech team with Hulu’s, so let’s hope they’ve been working on a solution this whole time.
- Disney’s not alone: On Thursday, Digiday reported that ViacomCBS might figure out how to combine its two separate ad tech servers into one stack by April 2021.
Why this matters: Ideally, solving this Pete Repeat issue would create a better user experience, increase the reliability of ad measurement, and allow for a truly unified buying experience.
Bottom line: Between diversity initiatives that should be great for business and its potential ad tech innovations, Disney’s ad biz seems poised to enjoy a far more triumphant 2020 than TikTok.