Brief
Google TV and Disney discuss next‑gen CTV advertising at ADWEEK panel
Panelists highlighted audience‑targeted ads, interactive formats and the upcoming 2027 Super Bowl as key drivers for CTV growth.
By Felo News Desk · Published
At an ADWEEK House Advertising HQ panel co‑hosted with Google TV on Oct. 12, senior media reporter Mark Stenberg interviewed Jamie Power, SVP of addressable sales at Disney Advertising, and Lisa Siskind Bilgrei, global director of product monetization and content programming at Google TV. The discussion focused on how connected‑TV (CTV) advertising is evolving beyond traditional impressions.
What happened
The panel, part of ADWEEK’s Exchange Series, explored how streaming preserves the reach of linear TV while adding precise audience targeting. Power said brands can “layer on audience targeting and be a little bit smarter” when advertising on streaming platforms. Bilgrei explained that Google TV, unlike YouTube TV, is an operating system built into the TV, delivering a personalized home screen that blends algorithmic suggestions with human curation.
What the reports add
According to the ADWEEK post, Google TV’s home‑screen algorithm tracks what users click, while a team of curators adds zeitgeist content that the algorithm may miss. Bilgrei noted that this approach surfaces both expected and surprising content to users. The panel also highlighted the masthead unit on the home screen as premium ad space, alongside sponsorships and lower‑funnel performance units.
What was said
Power told ADWEEK, “When you’re in streaming, you have the ability to layer on audience targeting and be a little bit smarter.” Bilgrei added, “We’re seeing what users are clicking into and making sure that they’re seeing that content… But we’re also surfacing content that they might find interesting, that maybe they didn’t even think that they would find interesting.” She also said advertisers want their brands visible “right when they turn the TV on.”
How it came about
The conversation turned to cultural moments, using sports as an example. With the 2027 Super Bowl slated for ESPN and ABC, Disney is planning a week of related programming, including morning‑show broadcasts from Santa Monica, on‑site brand activations, and a Disney+ simulcast in English and Spanish. Power observed, “What’s unique about the Super Bowl is that the ads are part of the experience.” The panel underscored that shared cultural events complement personalized ad experiences.
Key facts
- Google TV is an operating system built into smart TVs, not just a streaming app. (adweek.com)
- Disney plans a week‑long programming push around the 2027 Super Bowl, including a Disney+ simulcast. (adweek.com)
- Advertisers can buy masthead units on Google TV's home screen for premium visibility. (adweek.com)
- Google TV combines algorithmic recommendations with human curators to surface zeitgeist content. (adweek.com)
- Panelists emphasized using real audience attention data rather than simple impressions for CTV ROI. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Smart TVs, Smarter Ads”
