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Disney creates new video app targeting Millennials, promises brand safety

Disney Digital Network (DDN) has unveiled a free, over-the-top video app this summer, targeted at Millennials known as “Oh My Disney app”. According to multiple media networks including TechCrunch, Variety and CNBC, the new app will feature short-form programming from Oh My Disney, the company’s editorial arm and social content, as well as DDN’s editorial voices.

DDN said brand safety is a main focus across all its platforms, following controversies surrounding YouTube’s inappropriate content. This led to brands such as Amazon, Cadbury, eBay, Mars, Diageo, Adidas, HP and Deutsche Bank to stop advertising on the platform, over concerns their ads are running on videos of children which are being targeted and exploited.

Meanwhile the company had to drop PewDiePie, a Youtube star who shot to fame for releasing videos of him playing video games, after the YouTube star posted several videos with anti-Semitic messages. “Although Felix has created a following by being provocative and irreverent, he clearly went too far in this case and the resulting videos are inappropriate. Maker Studios has made the decision to end our affiliation with him going forward,” a spokeswoman for Maker Studios had then told Marketing.

Besides the Oh My Disney app, DDN also launched Disney Eats, an online channel and editorial site targeting families. Disney Eats will feature content, including videos, from DDN editorial voices and food influencers. This is part of the slew of new series and digital programmes that DDN has unveiled, such as Disney Eats x Tastemade and a Facebook Watch show titled Disney Style, among others.

Simultaneously, The Walt Disney Company has partnered with Twitter to create live content and advertising opportunities across the entire Disney portfolio on the platform. These include ESPN, ABC, Disney Digital Network, Walt Disney Studios Motion Pictures, Radio Disney and Marvel, to name a few.

As part of the new partnership, Twitter and ESPN will launch five shows. According to Travis Howe, senior VP, platform ad sales strategy and global operations, ESPN, social platforms are putting a “major focus on and investment in” sports-related content. He added that it is the new primary vehicle driving digital experiences to grow and engage audiences.

“The insights to be gained will be invaluable as we continue to serve the right content and the right ads to the right people,” Howe added.

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