Andres Rincon de Canela Media
In the last Upfront season, Canela Media won 30 new advertisers and hopes to double that number this year, according to Andrés Rincón, SVP of Sales.
“Each Q we’ve grown exponentially and we are more settled in the market. The expectations for this year upfront are very high. Brands that are really into supporting minority businesses have supported us,” said Rincón. For instance, Verizon, Target, Nissan, and Pepsico, have been “great partners this last year.”
All advertising categories, from QSRs to automobiles to insurance, have grown. “In our case stores (retail) and telcos are strong. We’ve seen new advertisers stepping in such as Pizza Hut and Mondelez, also technology companies,” he said.
He also said that the advertisers’ community has responded “extremely positive” to Canela.TV’s debut in original productions.
“As you already know, the AVOD model is acquisition-based. The fact that we’re going to be producing 300 hours of new original content sends a strong message: that we’re committed to innovating and changing the AVOD space by creating our own content. This also gives marketers and advertisers the opportunity to seamlessly integrate their brand into our content, creating a win-win relationship for everyone. That’s what advertisers want, to deliver their message in an organic way and we’re successfully doing that now,” he said.
Canela Studios, launched last year to support its advertisers, “has become our fastest-growing division. We’ve renewed it this year. We have new content creators, and producers, in order to help our advertising partners with unique ideas able to build better campaigns,” he highlighted.
As examples of innovative campaigns he mentions the launches of Canela Music and The Rock Star Show with Nicky Jam, both sponsored by Verizon; the promotion of the series La Madre del 10 on Caracol TV, “the second most-watched series on Canela.TV” in alliance with Target; and with Geico for the live matches of the Liga Femenina MX on Canela Sports.
