Mike Rosen, VP ejecutivo de Ventas de Publicidad y Mercadeo Integrado de Telemundo Media
In Mike Rosens (executive vice president of Advertising Sales for NBCUniversals News and Hispanic Groups) opinion, although the options offered by OTT mean more fragmentation regarding how consumers enjoy the programming, they also create more challenges for advertisers to find opportunities that truly align their brands and marketing with premium content throughout all their meeting points.In the Hispanic marketplace, the enduring power of the programming at Telemundo and NBC Universo to deliver an almost exclusively live-only viewing is incredibly valuable for marketers as they seek to connect with audiences in real-time through direct and shared experiences, Rosen said to PRODU.He adds that this years record ratings for Telemundo dramas are proof that great storytelling will continue to attract audiences and advertisers even in an increasingly disrupted media landscape.Regarding the use of programmatic, Rosen said that this year they presented NBCx, which is the first programmatic offer in which chosen clients can focus and buy audiences through a private exchange of their digital inventoire, including sites both in English and in Spanish.Also, a related, non-programmatic, but equally compelling, digital product is NBCU Hispanics Plus, which offers advertisers the ground-breaking opportunity to purchase digital display and video advertising targeting Hispanics, on all Spanish and English language websites across the NBCU portfolio. By not limiting Hispanic digital advertising by language, our clients can now reach up to 25 million Hispanic uniques per month, well beyond the reach of any Spanish-only Hispanic digital campaign he explained.He said that one of his most recent deals was driven by their NBCU Hispanic Ad Sales and Marketing team to create a special programming opportunity for their clients, GMC, State Farm and The Home Depot. This newly created show, produced by Time Inc., SOS: Salva Mi Casa, encompasses television spots, digital and on-air integrations, and print and online ads in Time Inc.s People en Español, and This Old House and its own dedicated website, where our clients are showcased.
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