Globo and Disney Close Deal for Integrated Advertising on Streamings

Globo and Disney announced this Wednesday (11) an unprecedented commercial partnership for the Brazilian advertising market. The initiative will unify advertising opportunities on Globoplay and Disney+ into a single integrated offer, allowing brands and agencies to develop strategies that reach both audiences simultaneously.

The proposal functions as a "one-stop shop" solution for the market. In practice, advertisers will be able to manage their investment across both streaming platforms in a simplified way, using the same commercial strategy to reach complementary audiences and obtain a more complete understanding of the delivery of their video-on-demand investment.

According to Renata Fernandes, Director of Digital Advertising Products at Globo, the partnership combines the company's local knowledge with the strength of global entertainment. "Globo has built its relationship with the advertising market by constantly looking at societal transformations, consumer behavior, and the evolving needs of brands and agencies," she stated. "We are uniting the greatest storytellers in Brazil and the world to offer the market a one-stop-shop solution, a simpler and more powerful way to build projects around content and territories that are part of people's lives."

Giselle Ghinsberg, Director of Ad Sales & Partnerships at The Walt Disney Company Brazil, highlighted that the partnership represents an advance for the advertising potential of Disney+ in the country. "We combined the strength of our portfolio and the connection that our content establishes with different audiences with Globo's experience in solutions for advertisers. The result is a proposal that expands the possibilities for brands, maintaining the identity and differentiators of each platform," she stated.