Disney is poised to ramp its already booming advertising business. Rita Ferro is behind the push
The Walt Disney Company is set to significantly expand its advertising business, particularly within its streaming offerings, under the expanded global oversight of Rita Ferro. Ferro, President, Global Advertising, The Walt Disney Company, is leading the company's strategy to leverage its extensive portfolio for advertisers.
This strategic push aims to redefine how Disney utilizes its full range of assets to connect brands with audiences. The company emphasizes a unique combination of trust, fandom, and innovation as key differentiators in a competitive marketplace.
Ferro's purview recently expanded to include global oversight, signaling Disney's commitment to growing its advertising footprint internationally. Her vision shapes Disney's advertising strategy, focusing on the company's ability to set standards for brands seeking to engage consumers.
A central element of Disney's strategy involves a cross-platform push and a strong embrace of live events. The company aims to connect major cultural moments, such as the Grammy Awards, the Super Bowl, and the Academy Awards, for large brands. The Grammy Awards ceremony is scheduled to move to ABC on February 7, 2027, after more than 50 years on CBS, a shift Disney intends to leverage.
Disney is making a company-wide investment in live sports and other spectacles that generate "cultural moments" sought by sponsors. This focus was highlighted during its May 12 presentation to advertisers in New York for the 2026 Upfronts.
The launch of ESPN's direct-to-consumer offering is expected to provide advertisers with greater reach, enabling them to connect with sports fans across various viewing platforms. Disney also unveiled new solutions designed to power its advertising ecosystem at its sixth annual Global Tech & Data Showcase.
During the 2026 Upfront season, Disney's strategy maintained a "splashy" approach, with reports indicating strong performance alongside Netflix. Measurement has been identified as an increasingly crucial factor in this year's upfront season.
Other initiatives include Hulu's "Get Real House," which aims to integrate brands into reality-style content. Disney also reported selling out advertising for the 98th Oscars, indicating strong demand for its live portfolio. ESPN and Disney launched "We're Going," the first marketing campaign for ESPN's inaugural Super Bowl. Discussions at CES 2026 also covered Disney's approach to verticals, finances, and strategy.