U.S. HISPANIC Versión en español
Gabriela Gutiérrez of Disney: “Streaming Is Solidifying As One Of The Most Valuable Opportunities For Brands”
7 de noviembre de 2025
Gutiérrez identified measurement as the industry’s “Achilles’ heel” for multiplatform campaigns
Gabriela Gutiérrez, Director of Ad Sales & Partnerships at The Walt Disney Company, emphasized the company’s strategy of following the “fan” across all platforms, keeping content as the main driving force.
Disney presents its approach as a comprehensive One Stop Shop for advertisers, designed to carry their messages to spaces where audience attention is intentional and engagement is high.
Gutiérrez explained that Disney’s multiplatform evolution is a natural extension of its DNA—being wherever people want to watch its content. “Everything we do every day is reflected on our platforms, like an internal Disney meeting where we connect all the dots to bring the story or the sport to the place where you want to watch it. Content leads the way—we’ve known that for a long time—and today, the only question is how we adapt to where you want to watch that content.” She illustrated this comprehensive reach with examples that range from watching a game on a phone during a wedding to intentionally relaxing at home with a movie or series.
Streaming, she said, is consolidating as one of the most valuable opportunities for brands because of the intentional nature of consumption. “Engagement in streaming is very high because the audience’s attention is there. So for brands, the challenge is how to do things differently and lose the fear of trying new platforms, new creative concepts, and new ad lengths.”
Disney is helping brands create content that “feels like content, not so much like advertising,” maximizing that moment of high attention.
Disney offers clients a comprehensive and agile consultancy. The advertiser defines who they want to reach, and Disney makes all its platforms available—from cinema, live events, pay TV, and Radio Disney, to, of course, Disney+ in streaming.
Gutiérrez identified measurement as the industry’s “Achilles’ heel” for multiplatform campaigns, as there is still a “mishmash of what everyone is watching.”
Although Disney uses daily digital measurements, Brand Lifts, and Story Studies to evaluate multiplatform effects, the Ad Sales director emphasized the need for industry-wide consensus. “As an industry, we still need to agree on which metrics to follow. Today, when we talk about multiplatform, I think Brand Lifts are a great tool, but I would love to be here next year to see how we’ve evolved.”
Gutiérrez concluded that the main focus of the industry must continue to be standardizing measurement without compromising the fan experience—keeping the consumer and content quality at the center, which is the DNA of Disney.
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