Alfonso Cueto, VP of Multimedia Sales for Latin America and US Hispanic at ESPN
ESPN: Being flexible, live, premium and multiplatform distinguish us from the competition
30 de marzo de 2018
ESPN is going through a good year in advertising sales, and according to Alfonso Cueto, VP of Multimedia Sales for Latin America and US Hispanic at ESPN, in what has gone by of this fiscal year, they have grown 25% in relation to last year. One of the reasons the executive attributes their success to is flexibility.
“Clients are looking for new and different things. Our position being live, multiplatform and premium helps us do that. These three pillars are essential for us, but to be able to do this, integrating the brand in a creative way in this environment, distinguishes us to have a great year. We are very strong in programmatic. Most of the digital executives in each agency are being aggressive and growing their own programmatic business,” expressed Cueto.
He indicated that they continue to work closely with Twitter Amplify, a tool clients seek very much. He mentioned the case of Gillette for whom they made Jugada Mach3 in which the best weekend goal is placed on the SportsCenter handle, but Twitter extends it to extra audiences that ESPN has on their site. “Gillete will want to continue with Twitter on the World Cup, with what we have of the game around the game,” he added.
He highlighted other initiatives with clients, such as Apple in SportsCenter, Marriot, Rolex and MasterCard. With the latter –MasterCard— they recently renewed their contract and have done Siete Capitales del Fútbol.
He highlighted that studies reveal that women´s demo is growing very much, mainly in tennis and in soccer.