During chat at Paley Center for Media, Adriana Cisneros says digital ad network grew 40 percent in LatAm
Maribel Ramos-Weiner|14 de abril de 2021

Cisneros Group CEO Adriana Cisneros and Entravision Communications Chairman and CEO Walter Ulloa spoke about the majority investment made in late 2020 by Entravision in Cisneros Interactive in Latin America, and about how both companies have made the transition from traditional to digital. The subject was discussed during the chat Transforming the Digital Media Space from the Inside Out, organized by the Paley Center for Media and moderated by Jorge Ramos of Univision.

“Our digital era started 10 years ago when I took over as CEO and we realized that the content we produced for Univision was ending up in the hands of third-party users and was not really profitable. So we created a digital agency to focus on this area of the ad network,” Cisneros said.

She noted that talk about earning a few dimes on digital no longer exists, in the sense that “Latin America has jumped five years ahead in digital advertising,” and while the sum spent on advertising on digital networks is still less than the amount spent on traditional media, the growth in digital income has been from 40 to 50 percent.

“The profit comes from the ad network that Walter and our team have constructed. There’s a lot more potential for growth in the digital market than on TV,” Cisneros said.

She added that despite the Covid pandemic, digital grew 40 percent in 2020.

As for Ulloa, when asked what the Televisa-Univision merger means to the Spanish-language media market, he said “it’s going to create a stronger Univision. The two will work in total harmony and will have a far greater cash flow.” Entravision has the largest group of channels affiliated with Univision.

For her part, Cisneros said, “It’s another big client whose digital content we’ll be able to help make more profitable.”