WEBVTT 00:00:00.040 --> 00:00:01.880 What, I think is nice is it's really about 00:00:01.880 --> 00:00:04.280 creating value, and everyone's kind of working together 00:00:04.280 --> 00:00:06.800 to figure out ways to create more value in the ecosystem. 00:00:07.840 --> 00:00:09.600 We're joined by Jamie from Disney. 00:00:09.600 --> 00:00:10.520 Jamie, welcome. 00:00:10.520 --> 00:00:11.960 Thanks for for joining us. 00:00:12.680 --> 00:00:15.680 Addressable advertising is growing so fast. 00:00:15.920 --> 00:00:17.160 What's driving that shift? 00:00:17.720 --> 00:00:18.640 I'd say there's two things. 00:00:18.640 --> 00:00:19.920 The first I would say is live. 00:00:20.080 --> 00:00:23.920 I think for decades we've said that CTV is the best of TV and digital brought 00:00:23.920 --> 00:00:25.760 together--I don't think it fully was. 00:00:25.760 --> 00:00:29.360 And now that there's more live being activated within addressable, 00:00:29.360 --> 00:00:31.000 I think the audience is there. 00:00:31.280 --> 00:00:35.080 The other thing is I think that we are finally not just trying to replicate a 00:00:35.080 --> 00:00:37.640 linear experience, and it's a different experience. 00:00:37.640 --> 00:00:39.280 I think the viewers expect more. 00:00:40.000 --> 00:00:42.320 We have so many tools at our disposal, and we can make it better. 00:00:42.320 --> 00:00:43.280 Where does that lead? 00:00:43.280 --> 00:00:45.560 Because, you know, streaming is maturing very quickly. 00:00:45.560 --> 00:00:47.520 Where does addressable advertising go? 00:00:47.680 --> 00:00:49.480 I mean, it's a better experience for the viewer, 00:00:49.480 --> 00:00:49.720 right? 00:00:49.720 --> 00:00:50.720 It's a relevant ad. 00:00:51.680 --> 00:00:53.360 There's a constant feedback loop, 00:00:53.360 --> 00:00:56.440 so we're constantly learning what's working, what's not working, 00:00:56.440 --> 00:01:00.560 and it allows advertisers to be more thoughtful and make like a real connection. 00:01:00.560 --> 00:01:03.720 I mean, we're in Cannes, so everyone's talking about storytelling, 00:01:03.720 --> 00:01:06.800 but you know, data makes you be able to be a better storyteller. 00:01:06.800 --> 00:01:10.200 You know, you need the IP to connect, but then the data is really kind of 00:01:10.200 --> 00:01:12.000 bringing you in and letting you learn. 00:01:12.480 --> 00:01:16.080 And in terms of being here at Cannes, what are you hearing on the ground when 00:01:16.080 --> 00:01:18.160 you're talking to advertisers and partners? 00:01:18.680 --> 00:01:20.840 I mean, what I think is nice is it's really about 00:01:20.840 --> 00:01:23.320 creating value, and everyone's kind of working together 00:01:23.320 --> 00:01:25.880 to figure out ways to create more value in the ecosystem. 00:01:26.720 --> 00:01:29.400 We all know that everyone's lives are hectic and it's chaotic, 00:01:29.400 --> 00:01:32.360 and you need to make that impression count and make that connection. 00:01:32.640 --> 00:01:34.680 So I think the connectivity is a big theme. 00:01:35.480 --> 00:01:38.480 Hearing a lot about like data collaboration across the different 00:01:38.480 --> 00:01:42.160 companies and how do I get Disney's data into a client's tools so they can plan 00:01:42.160 --> 00:01:43.280 smarter, they can learn. 00:01:43.560 --> 00:01:45.720 We're hearing a lot about live, which is great. 00:01:46.480 --> 00:01:48.600 There's also like a lot of commerce solutions. 00:01:48.600 --> 00:01:52.640 So anything that's going to enhance this experience is kind of what we're hearing. 00:01:52.720 --> 00:01:55.520 So what are your predictions for the future from all the things that you've 00:01:55.520 --> 00:01:56.000 been hearing? 00:01:56.000 --> 00:01:58.120 Where do do you think addressable advertising goes? 00:01:58.120 --> 00:01:59.880 We're already in a really exciting time. 00:01:59.880 --> 00:02:05.800 Like, if I look at what Disney is doing, like you can now take an actual word, right? 00:02:05.800 --> 00:02:10.560 So if it's "food," if it's "travel," like all of our metadata is now tagged 00:02:10.560 --> 00:02:13.960 and you're able to actually insert an ad around that. 00:02:13.960 --> 00:02:18.000 So if you are a restaurant, a QSR, and you want to reach families sitting 00:02:18.000 --> 00:02:21.400 down and having a meal, you're able to insert based on that. 00:02:21.480 --> 00:02:23.920 We have new technology, new ad formats. 00:02:24.880 --> 00:02:26.280 It's unbeatable in real time. 00:02:26.280 --> 00:02:28.160 You're able to, like, capture those spikes. 00:02:28.160 --> 00:02:30.480 So I feel like we're pushing the limits so far. 00:02:30.840 --> 00:02:33.000 So I would say, like, I used to say ten years ago is: "TV is 00:02:33.000 --> 00:02:35.520 going to change more this year than it has in the last decade . . ." 00:02:35.520 --> 00:02:37.760 Like each week it's changing. 00:02:37.960 --> 00:02:39.040 So I'm excited for the ride. 00:02:39.760 --> 00:02:40.960 It's an incredible process. 00:02:41.200 --> 00:02:42.880 Well, thanks so much for joining us here to 00:02:42.880 --> 00:02:43.440 talk about it. 00:02:43.440 --> 00:02:44.360 Thank you.