Steve Mandala of Univision: We launched Univision Brand Labs to develop successful media strategies
Maribel Ramos-Weiner|07 de mayo de 2019
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 that develops successful media strategies for reaching and influencing Hispanic consumers.
Mandala noted that during the Upfront event, to be held next Monday and Tuesday (May 13-14), the network will present 12 case histories drawn up by Univision Brand Labs. This new set of services will tap into the company's outstanding consumer analysis, creative marketing and campaign measurement to offer advertisers the most useful information and opportunities.
“For the mere fact of being one of the five top networks on the market, Univision should be included in any measurement plan. All the more so because comparing our key metrics with those of other networks proves our value," Mandala said, adding that this is regardless of language and ethnicity. Univision is positioned as the leading network with an exclusive audience, number one in live viewing with 90 percent, and number one in commercial retention and co-viewing.”
The executive said the group continues to develop its Upfront format with a reactivation that includes experiences, innovation and immersion. The two-day event, to take place at Center415 in New York, includes presentations by Univision leaders followed by more than a dozen interactive experiences.