MERCADEO Versión en español
Isabella Sanchez Of Zubi Advertising: The Linear Networks Know They Have To Offer Much More Than Programming
Liz Unamo| 11 de mayo de 2018
Isa Sanchez
According to Isabella Sanchez, Vice President, Media Integration at Zubi Advertising, broadcasts targeting the U.S. Hispanic market remain in a very solid position and stimulate great demand among advertisers: “The linear networks know they have to offer much more than programming; they need to offer custom platforms, branded content and holistic solutions that will expand reach across multi-screens”. The agency —a participant in the New York Upfronts— is delving into all the new programming and ideas that TV stations have lined up for next season. “Brands and media buyers are looking for ways to innovate and accelerate growth in their categories. We are hoping that something sparks an idea that can differentiate our brands from their competition. We are also looking for more effective and efficient ways to reach the Hispanic consumer, actionable data solutions and unique insights that will help deliver strong ROI”. Though in the last few years there has been a budget shift to digital, many advertisers are reconsidering that focus due to some egregious problems of digital fraud and lack of transparency. “All media platforms have to work harder than ever to prove their role in a media mix. The simple days of a “must buy” are over in the advertising industry. Advertisers demand strong data for every outlet, they must prove their effectiveness and unique offering to be considered” Sanchez said.
