Not too long ago, the streaming wars were all about who had the best shows, the most exclusive movies, and the slickest interface. But while everyone was chasing content, Disney was quietly building something bigger—a marketing machine built into the very fabric of its entertainment empire.
And now? It’s paying off. Big time.
In its latest earnings call, Disney revealed that its direct-to-consumer segment, which includes Disney+, Hulu, and ESPN+, shot up from $47 million to $336 million in operating income. That’s not a small win, it’s a massive leap that tells us one thing: Disney isn’t just streaming shows; it’s streaming smart.
Integrated advertising, also called integrated marketing communications, which places brands within the content and not merely inserts the ads in between, is the game-changer here. Other businesses should be paying close attention to this move away from interrupting and toward engaging the audience.
Why integrated advertising is more than product placement
Let’s be clear—this isn’t your typical product placement. Disney isn’t just dropping a soda can on a table in the background and calling it a day. This is deeper. Thoughtful. Strategic.
Take “Abbott Elementary,” for example. Lysol wasn’t just mentioned or shown—it became part of the world of the show. So naturally integrated, viewers weren’t even sure if it was an ad or just part of the storyline. That’s the level of smooth execution Disney is playing with. And it’s working.
In fact, 70% of Hulu and Disney+ viewers have said they’d consider buying a product featured in one of these integrations. That’s not just high intent—it’s measurable marketing gold. When paired with additional supporting media like social content or influencer collaborations, that number climbs even higher. This is where integrated marketing communications really shines: not just in visibility, but in conversion.
What makes Disney’s approach a masterclass in brand strategy
Disney didn’t just stumble into this. They built a four-part strategy to get brands to connect with audiences in ways that feel real.
First, they’re picky about the brands they work with, only choosing ones that add value to the viewer’s experience. Then, they use deep viewer data to figure out where those brands should show up. After that, they partner with writers and creators to make sure the brand’s role in the story feels natural. Finally, they spread that content everywhere: streaming, social, influencer campaigns, live events, you name it.
This approach makes every dollar stretch further. Especially in today’s economy, brands want results without burning through their entire ad budget. And Disney is offering exactly that with integrated advertising baked into content people are already emotionally invested in.
Brands making the most of the magic
Brands like American Express, Poppi, and Vital Farms are already taking full advantage of the opportunity. They’re not just buying space, they’re becoming part of the story. Poppi, for instance, is integrating with a Hulu reality show not just through on-screen appearances, but also influencer collabs and social buzz. It’s a 360-degree campaign rooted in culture, not just clicks.
Even “The Bear,” known for its gritty realism, has brought back American Express as a sponsor. But again, it’s not in-your-face branding. It’s content that reflects brand values and context in a way that feels authentic. And that’s where integrated marketing communications takes the win: when it’s done with care, not just cash.
Lessons for entrepreneurs and marketers
So, what can smaller brands or startups learn from Disney’s playbook?
A lot.
First, focus on relevance. Don’t force your product into a space where it doesn’t belong. Instead, look for partnerships or content opportunities where your brand naturally fits.
Second, think long-term. A single ad won’t make or break you, but being part of a show, a moment, a cultural wave? That sticks. That builds memory.
Third, get creative with your delivery. Content isn’t just video. It’s podcast mentions, behind-the-scenes social content, UGC campaigns, newsletters, and community engagement. Use integrated marketing communications to build across touchpoints, not just within them. Lastly, never overestimate the potential of collaboration.
Disney succeeds here because of the intimate working relationship with creatives. The same is true if you’re a YouTuber, podcast producer, or micro-influencer: have faith in the creative process and try to augment the experience rather than stealing it.
The new frontier of integrated advertising
We’re entering a new chapter in advertising, one where attention is earned, not demanded. Where brand exposure blends with storytelling. Where success isn’t measured in impressions alone, but in actual brand lift and emotional resonance.
Disney is showing us what’s possible when you build with intention and with a good marketing strategy. Their formula is replicable, not because you have to match their budget, but because you can match their mindset.
For anyone in marketing, whether you’re building a global campaign or running a solo business, it’s worth asking: how can I make my message part of the story, not just the space around it?
That’s where the future is headed.
And integrated advertising is steering the ship.
FAQs
- How do I make my brand feel less like an ad?
Work it into content people already love—it feels more real that way. - Can ads actually improve the viewer experience?
Yep, if they fit the vibe and feel like part of the story. - How do I keep my message consistent everywhere?
Just stay true to your brand voice, even when you tweak it for each platform.