Disney recently showcased a series of new features at CES, including a TikTok-like vertical video format for its digital platforms. This format will be applied across various content types, such as news and entertainment. ESPN, also owned by Disney, introduced a vertical video format last year, highlighting the company's shift toward more engaging video content. The move underscores how TikTok's influence is reshaping the media landscape, with Disney aiming to create a more personalized experience on Disney+. The new video generation tool allows brands to create ads using their existing assets, tailored for different audiences and contexts. Disney is also launching an AI-powered planning tool that captures advertiser objectives and audience intent. Along with these, the Disney Compass measurement tool has been expanded to offer comprehensive insights on brand performance across campaigns, connecting with measurement providers like Affinity Solutions and VideoAmp. This integration aims to help advertisers identify effective strategies and optimize their campaigns based on detailed metrics. Disney's new Advertising Brand Impact Metric combines various performance indicators, allowing marketers to evaluate campaign effectiveness. Dana McGraw, a senior executive at Disney, highlighted the importance of linking ad exposure to tangible results. This suite of tools reflects the industry's increasing demand for improved measurement and performance in streaming media, as advertisers look for clearer insights into their marketing efforts.