Disney All-In on Content Marketing With “Oh My Disney”

This post originally appeared in our March ’13 issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

Though it was founded in 2006 (which makes it older than Twitter), BuzzFeed stormed onto the social media scene in 2012, more than doubling its 2011 traffic (per Alexa).  

The format is perfect for the way audiences consume and share media today. The content is easy to consume, relevant, entertaining and frequent, as the site posts dozens of times a day. Brands like HBO and Velveeta have even joined in, co-creating content with BuzzFeed. It’s a publishing model that requires lots of staffers and community contributors to keep the content fire hose pumping.  

So it was quite a surprise to see that Disney has launched its own BuzzFeed-like site. Entitled “Oh My Disney” (OMD), the site features articles with Disney imagery, GIFs and other short-form Disney-related editorial built specifically to be easily consumed, enjoyed and quickly shared. Posts like “15 More Reminders That You’re Great Today” and “You Know You're a 90's Kid When” are organized into five categories: Awww; Oh, Snap!; Retro; Silly; and Whoa. 

The page is updated quite consistently, anywhere from two to eight times a day (even if the content isn’t necessarily timely). So how is Disney doing it?


Tracking the Coming Media Armageddon

We recently invested a few moments reflecting soberly on a small table of data in The eMarketer Daily from December 3rd. All of us at post-advertising h.q. invite you to do the same (and not just because the numbers support what we’ve been saying for a while). The table shows US advertising spending from 2006 through 2010, broken down by major categories of (known) media. The headline is that traditional, ad-supported media are falling to pieces while non-traditional, content-driven marketing is on the rise. But the sub-head is even more interesting: overall ad spending is stagnating and, we maintain, beginning to fall. That’s something we have long predicted as a consequence of the post-advertising age. Now it appears to be happening.