U.S. HISPANIC
ESPN LatAm: This year advertising sales aim more at digital
Maribel Ramos-Weiner| 9 de julio de 2015
Alfonso Cueto, senior Multimedia Sales director at ESPN Latin America
Regarding advertising sales, 2014 was balanced between the TV screen and digital, but for 2015, sales aim more at digital, Alfonso Cueto, senior Multimedia Sales director at ESPN Latin America, told PRODU. In the agencies in Miami, we notice great interest, not just in inventory, but also in the creation of new personalized videos together with the client and his message, without losing relevance for fans, he explained.He highlighted that for the Pan-Regional market, managed from Miami, what ESPN does well is important: to include advertisers in a different way that is impacting not just for the brand but for the TV viewer and the channel as well. For me, it isn’t so much about efficiency, little numbers and low costs. It is about how to make differentiating initiatives with big brands. These are the kinds of brands we have won over recently: global brands which think differently, that want content, creativity, multi-platform and social media.He stressed the importance of having local and Pan-Regional income. Relevant things can be done with both and it is key for the industry, something we can do that Google, Facebook and Twitter cannot.Among the agreements with global brands, Samsung, Rolex, Peugeot and Kia stand out. He also mentioned some integrations that were made for Copa América: MasterCard for the fifth season of Capitales de Fútbol, Gatorade with La Fórmula and with Courtyard Marriott they set up ESPN studios in the new hotel in Santiago, Chile.
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