Panelists: Fernando García, Senior Director of Streaming Partnerships and Business Operations at ViX and TelevisaUnivision; Aaron Castellanos, Business Development at Samsung TV Plus Mexico; Andrea Rivera, Head of Advertising Sales at Spotify and Gabriel Richaud, Director of IAB Mexico
During the panel titled How Platforms Captivate Audiences: Content Definition and Personalization Strategies, Aaron Castellanos from Samsung TV Plus Mexico, Andrea Rivera from Spotify, and Fernando García from ViX and TelevisaUnivision discussed the importance of understanding consumer preferences to create relevant content. They also highlighted the growth of the FAST channel, which is forecasted to see an increase in advertising investment of over US$150 million in the coming years.
“Samsung produces its televisions, which allows us to access data and technology to understand user journeys across different platforms. We know that people typically use five main streaming apps and browse around five different genres. This helps us get a clearer idea of what content best engages the audience, enabling us to make better decisions,” said Castellanos.
Rivera emphasized the growth of music and podcasts, stating that they have even become a social network: “With the various properties we have, we can reach different audiences and even engage in social media because people share their playlists. Personalization is important; we can’t use the same campaign across all media. We need to understand where the audience is and tailor the message accordingly,” she added, noting that Spotify has become a cultural platform.
Regarding social media and content, García remarked that innovation in content is crucial, considering that “users can switch at any moment when they dislike something. We need to innovate and engage in social listening. At TelevisaUnivision, we have a great social media team that monitors what people watch and like the most. We are understanding audiences, reaching more people, and we must leverage social media to deliver storytelling to audiences and differentiate ourselves.”
Continuing this topic, Castellanos mentioned that some content originating on platforms like Facebook or YouTube has transitioned to FAST. “An example is 5-Minute Crafts, which we now have on Samsung, demonstrating the crossover from one world to another. It’s a noticeable trend. FAST channels are evolving and have a lot of potential for growth and strengthening.”
