DISNEY PARTNERS WITH NIELSEN IN NEW AUDIENCE-MEASURING APPROACH

The Nielsen Company is a leading American global information and measurement company which provides market research, insights and data about what people watch and where they watch it. As stated in a recent The Verge article, “But as TV audiences have shifted their consumption online, through apps and the web, Nielsen's audience-measuring methods have had to adjust. Other companies have tried to provide alternate metrics, but Nielsen is who the industry has relied on as its standard.” Likewise, with the Disney Company being a leader in the American entertainment industry, and having many subsidiaries in the television sector, including ABC, ESPN, and ABC Family, they have teamed up with Nielsen in its efforts to use data to sell a TV program to advertisers across all networks. According to a Nielsen spokesperson, all three Disney networks are already using Nielsen’s Online Campaign Ratings to sell ad inventory. “It’s ‘ABC Unified’ campaign sells programs to advertisers across all platforms from TVs to computers, tablets, and smart phones.”

This partnership between Disney and Nielsen in this new, innovative data collection and advertising technique provides a new approach to measuring audience preferences and television successfulness. By embracing the multi-device future completely and utilizing the expertise and experience of Nielsen, it looks as if the Disney Corporation may be one of the first to fully understand the future of television and what it takes to reach audiences across all levels, medias, and preferences.

Sources
http://www.theverge.com/2013/3/5/4066982/abc-unified-disney-nielsen-tv-anywhere-advertising-platform

 

DISNEY CREATE: ALLOWING CONSUMERS TO CREATE THEIR OWN EXPERIENCES

The Disney.com Company recently launched a sub-branch of their large site which allows site visitors to create their own artistic experiences simply by creating an account and becoming a member of the website. Disney Create offers search tools to find already existing artistic developments, applications that allow the consumer to make their own media and animation, and programs that enable site users to draw and create their own artwork online.

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The launch of Disney Create has moved the Disney Corporation into a sector of e-business that is thriving and becoming a vital part of the online industry: consumer co-creation. By allowing consumers to use the Disney Create website as a branch of artistic expression, Disney is creating a relationship with site users that moves beyond just information sharing and instead allows members to feel deeply connected and inspired through the website. Also, with the sign-up account required to use Disney Create (which is free), the Disney Company can collect individual data on each member and better cater to their individual preferences and interests. Overall, the launch of the Disney Create website is allowing the Disney brand to engage its online consumers in a new, innovative way that continues to strengthen its consumer relationships.

Sources
http://disney.go.com/create/mycreate

DISNEY INTERACTIVE

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         The Disney Company has 5 distinct businesses that operate the variety of outlets that make up the Disney brand-Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. Disney Interactive is the business within the corporation which serves to engage with consumers on a basis that is rooted in the ever-changing market of technology and electronic interactions. There are two sectors of the Disney Interactive Business: Disney Interactive Media and Disney Interactive Games. While the Media sector serves as the online, mobile and social media gateway for the Disney Corporation and the Games sector focuses on the actual interactive experiences across mobile devices, social networks and online virtual worlds, both sectors make up what can be seen as a heavy initiative by Disney to interact with consumers electronically.

With the launch of the Disney Interactive newsroom webpage (click here), online users are able to stay easily updated on important information regarding the Disney Interaction business. With direct live feeds from the twitter accounts of the Disney Interactive properties and a “latest news” section, Disney shows its initiative in creating an easily-accessible, technology-driven approach to keepings its consumers up-to-date and building their online relationship with the various Disney Interactive programs. As a corporation that has been seen as needing to “catch-up” in the online and interactive markets, Disney is using the Disney Interactive business to begin bridging the gap between its success in such areas as theme parks, movies, and television networks and its lack of online user time.

Sources
The Walt Disney Company: http://thewaltdisneycompany.com/disney-companies
Disney Interactive Newsroom: http://news.disneyinteractive.com/web/homepage/default.aspx
IMAGE: http://allthingsd.com/files/2012/10/02_disney-movies-page.png

DISNEY REDESIGNS ITS WEBSITE

                    As a corporation that continues to dominate the theme parks and animated films sectors, the Walt Disney Company is proving to embrace the growth of the online market and the importance of an effective website for reaching consumers and potential Disney enthusiasts. As a corporation that targets children, in hopes of then creating lifelong consumers, it is especially important for Disney to gain a high sector of internet user minutes due to the trend of this young demographic moving their lives online. However, this goal of integrating the internet and e-commerce into the company’s global strategy has been a struggle for the Disney Corporation, shown by 15 consecutive quarters of losses in the gaming, mobile, and internet divisions (Barnes, New York Times).

          After redesigning its main website, Disney.com, for the third time in five years during the end of October 2012, Disney hopes its “cleaner, simpler, more elegant” layout will be one of the essential tools in maintaining its consumer base, with executives referring to Disney.com as the “front door” of the company. Disney Online includes not only the Disney.com main website, but also subsidiaries such as a parenting site, theme park websites, news regarding new movies, music, and projects, and an interactive online gaming site. Therefore, the Disney main website serves as a hub to the various outlets Disney operates online and by redesigning the layout, Disney hopes to serve its consumers in a user-friendly, softer way that moves the focus from an advertising-heavy webpage to a more interactive, modern approach.



Sources
Barnes, Brooks. Disney’s Digital Struggle. New York Times. October 22, 2012.
Disney Main Website: http://disney.com/
Image: http://media.smashingmagazine.com/images/strategic-design/disney.jpg

INTRODUCTION



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          The Disney Company is one of the most well-known and recognized brands in the world, with a presence in a variety of sectors. This blog serves to examine and analyze how the Disney Corporation is presenting itself in the e-business industry and adapting to the growing online presence of its consumers.