U.S. HISPANIC
FOX Hispanic Media: Digital, social networks, and streaming audiences are key in the negotiation
Maribel Ramos-Weiner| 19 de junio de 2018
Carnivorous Bats
Eddie Espinal, VP, FOX Hispanic Media, Ad Sales believes digital, social networks and streaming audiences are key elements in negotiations with advertisers in today’s multi-screen environment.
When consulted on the use of programmatic, Espinal said it has grown tremendously, especially this year, “it is vital for channels to offer their programming in a programmatic way. Here in FOX, we have created a platform, Clypd, through which we sell Nat Geo Mundo’s programming.”
Espinal feels that it is now more difficult for Hispanic TV channels to carry out Upfront sales. “When you look at viewing habits of people today and the seemingly unlimited options for consumers, having a network that provides quality entertainment is more important than ever. As for Spanish-language TV, we are competing with not only other SL networks but also the general market networks that have now begun to try to attract multicultural dollars their way by touting their multicultural reach across their audiences,” he expressed.
Regarding growth per advertiser genre, Espinal said that, without getting specific, they have seen growth across autos, wireless and tech verticals. I think tech is an exciting category that continues to grow every year. “I think tech is an exciting category that continues to grow each year”.
He mentioned they are working with all the great media agencies across the US, and have more than 50 brands on board.
He added that the always work to create personalized content for clients. “Being part of National Geographic Partners allows us opportunities to create custom content across several National Geographic platforms, including not only television but also digital, print, travel and out of home, etc.,” he commented.
