Steve Mandala, president of Advertising Sales and Marketing, Univision Communications Inc.

UCI: There is a revival underway for Hispanic and multicultural marketing
Maribel Ramos-Weiner|05 de junio de 2018

According to Steve Mandala, president of Advertising Sales and Marketing, Univision Communications Inc., brands are recognizing the continuous growth of the Hispanic community and see the importance of engaging this consumer.

“We are seeing marketers reexamine the “total market” ad spend approach. There is a revival underway for Hispanic and multicultural marketing. We are seeing healthy activity across most major categories. We have activated more than 550 brands across auto, telecom, technology, and restaurants, among others. Hispanics continue to be important to retail brands, a category in which we are not only activating new brands, we have upscale watchmakers among our clients. The Consumer Electronics segment continues to be an area of growth for UCI, especially with higher-end products like VR devices, computers, and mobile phones. In the Food and Beverage categories, we are activating around a wide range of products, including frozen foods and premium ice cream. The Restaurant category also continues strong with new activations from a wide range of clients, including Casual Dining, Fast Casual, Full-Service Family and QSR. The Auto Category for Univision shows continued investment with several new models being activated this past year including luxury players on a national basis.”

He mentioned that some of the key categories where there is a significant opportunity for investment are the Financial sector and direct-to-consumer Pharma. “The brands that are active are showing strong results, and with UCI’s strong consultative capabilities and research, we anticipate some new players entering the fold in 2018.”

He said that for this season, doubling down on their branded content capabilities with UCI Studios. They have previously worked with countless brands from Ford and Nissan to T-Mobile and Walmart.

Mandala mentioned that media agencies like OMG, PMX, Group M, Magna, Horizon, and Dentsu have partnered with them to go beyond traditional advertising through storytelling around their brands.

He expressed that a good example of their digital capabilities is the recent partnership they consolidated with BBC Studios, Comarex, RCN, RTVE, Televisa and Viacom, which has allowed them to expand their on-demand and live streaming services with Univision NOW. We offer our partners a unique approach to help them raise their brands and exceed their goals with campaigns across linear, cable, digital and audio.

For example, in digital, UCI announced new strategic content partnerships and renewed others with leading platforms and brands, including Facebook (for Facebook Watch), POPSUGAR, Oath, ACE Media, Snapchat, TED, and The Players’ Tribune. “These partnerships expand our offerings for advertisers across UCI and the partner platforms, and continue to position us as the gateway to reach the U.S. Hispanic consumer.”

Regarding the topic of programmatic, Mandala said that with Aperture by Univision Communications, their new data-driven marketing service brand, they could offer capabilities such as precision targeting, campaign building, and campaign impact. Also available via Aperture is Fokal, a best-in-class analytics firm that uses its unified insights platform to enable businesses to run end-to-end analytics that drives results across all their data.