U.S. HISPANIC
Univision: We launched Univision Brand Labs to develop a successful media strategy
Maribel Ramos-Weiner| 10 de mayo de 2019
Steve Mandala
In the context of Univision’s 2019 Upfront press conference, Steve Mandala, the company’s president of Advertising Sales and Marketing, announced the creation of Univision Brand Labs, a group of services to develop a successful media strategy for Hispanic consumers.
Mandala highlighted that during the Upfront event next week (Monday and Tuesday, May 13 and 14) they will present 12 case studies made through Univision Brand Labs. This new set of services will tap into the company’s outstanding analysis on consumers, creative marketing, and campaign measurement, and will offer solutions adapted to advertisers.
“Just for being one of the five top networks in the market, Univision should be included in any measurement plan. And more so because, comparing key metrics with these networks we prove our value,” and he emphasized that this is regardless of language and ethnicity. Univision is positioned as the first network, delivering exclusive audience, number one in live viewing with 90%, number one in commercial retention and in co-viewing,” added Mandala.
The executives expressed that the group continues evolving the format of its Upfront with the return of an activation that includes experiences, innovation and immersion. The two-day event, that will take place in Center415 in New York, includes presentations by Univision leaders, followed by more than a dozen interactive experiences.
