Disney, Disney Parks and the Future of Digital Advertising

Disney Parks is moving ahead with plans to develop a digital marketing strategy and create a digital advertising banner, as part of its efforts to address the increasing use of digital advertising, a person familiar with the matter said.

The person, who was not authorized to discuss the matter publicly and requested anonymity because the matter is private, said the company is preparing to roll out its digital marketing initiative by the end of the year.

Disney said it has no plans to release the information until after the holiday season.

The move is part of a broader effort to embrace digital marketing, which is now the fastest-growing segment of its ad sales.

Digital advertising, including mobile, video and social, accounted for a quarter of all advertising spending last year.

It’s expected to be one of the top five areas of growth for 2017, according to the Digital Advertising Alliance, an industry group.

The push to use digital marketing for ad buys will allow Disney to boost revenue and keep advertisers happy while expanding its offerings to younger audiences, according a person who has knowledge of the matter.

Disney also is exploring using its properties to create new opportunities to reach new audiences.

It has developed a digital program for children and teens that will include live events and shows and will eventually launch on other Disney properties, the person said.

Disney has been working to create a new audience of children and youth as it explores digital advertising opportunities in a broader and more mature marketplace, the source said.

It was unclear what the digital marketing effort would entail.

Disney declined to comment.

The company has not released its 2017 fiscal first-quarter revenue estimates.

Its first full year ended in March.