U.S. HISPANIC
Univision: OTT allows us to offer advertisers another way to reach measurable audiences
Maribel Ramos-Weiner| 29 de mayo de 2015
Keith Turner, president of Advertising Sales and Marketing at Univision Communications Inc. (UCI) seemed confident about this year’s presales scenario. “I am motivated because the consumer we represent is one of the youngest groups, which is more connected and with a tendency to have an increase in their income”, he told PRODU.For Turner the OTT services offer TV viewers the opportunity to find content when and how they want it. “And it allows us to offer another way through which advertisers can reach measurable audiences”.He added that Univision also has one of the highest live and loyal audience concentrations of all the open TV prime time. “We have also invested in more of the blockbuster content that our audiences want, including La Banda, Miss Universe and Miss USA. We duplicated the amount of sports content to make sure that we are presenting the games and sports leagues our fans want to see 365 days a year.”When asked if Univision has used programmatic to sell part of their advertising inventory, he said that they have.We are a partner geared towards offering solutions and we are focused on attending our partners and helping them fulfill their business goals efficiently. In the fourth quarter of last year, we restructured our sales force and now our team is enabled to have one same conversation regarding the opportunities we offer in entertainment, cable, sports and digital”, he explained.
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