Since October last year, Adam Sands, VP of Ad Sales, ESPN Deportes, is with the US Hispanic team, an opportunity that resulted from working with several clients who wanted a more total market approach.
“I think this is one of the biggest changes that have happened in the market in recent years, that marketers and their associated agencies are seeking to do more things in the total market, not so focused on language as the main way to reach the Hispanic audience, but attempting to understand how they can talk to that audience regardless of the language, especially as the market becomes increasingly acculturated,” pointed out Sands.
He highlights that ESPN is capable of reaching bilinguals, those who speak only English and those who speak only Spanish. “Across the market, everyone is trying to reach the US Hispanic in a broader way,” he explains.
He said they are extremely focused on social network and digital opportunities that exist in the market. He mentioned they are expanding their relations with Twitter for long format programming. They are also evaluating opportunities on OTT, “on all relevant platforms where it makes sense to do so”.
He added that ESPN+ will be another opportunity to offer the audience content that is not traditionally available through the linear system.
“We sell advertising in those platforms and retain the ability to sell our products to our consumers as part of it. It is very important for us to continue being the owners of each environment where the ESPN
platform resides, and there is only one place to buy it and it is through us,” he said.
He mentioned they are continuously expanding their programmatic capabilities, both on display and in the video.
Sands also highlighted the group’s capability to make branded content in short or long format. "We can do it because we have our studios in Mexico, Brazil, and in Bristol, Connecticut,” he expressed.