Disney refines its media plan every week, not every quarter.
Disney wanted to be more precise in reaching its core target audience of girls aged eight to eleven, and to keep a live read on how well its digital advertising was working while it was still running.
the age band the whole plan was built around
the cadence for refreshing the keyword list
the channels identified for pre-roll placement
A quarterly planning cycle against a weekly audience
Disney’s core target for the work was tightly defined: girls aged eight to eleven. Reaching them precisely means knowing which platforms, channels and creators hold their attention right now, not which held it when the plan was written.
Digital advertising decisions were being made on a slower cycle than the behaviour they were aimed at, and there was no independent way to check effectiveness mid-flight.
Live data wired into the weekly routine
Disney subscribed to the live data portal and TrendLens reports, giving the team a continuously refreshed read on this generation of children rather than a periodic snapshot.
That fed directly into two recurring tasks. The YouTube search keyword list was refined every week against what the audience was actually searching for. And paid TrueView pre-roll was placed against the YouTube channel currently trending with that audience, rather than the one that had performed last quarter.
Spend that follows attention
The team could identify the digital networks genuinely popular with its target audience and plan spend accordingly — across apps, websites, social networks, broadcaster VOD platforms and more.
Because the underlying data updates continuously, the plan became something to adjust rather than defend, with the audience read available to anyone in the business who needed it.
The Insights Family Portal is an easy tool to use. It helps us identify the most popular digital networks amongst our target audience so that we can plan spends on apps, websites, social networks, BVOD platforms and many more.
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