U.S. HISPANIC
Azteca America: Making sure our brands are in an authentic and organic environment
Maribel Ramos-Weiner| 29 de mayo de 2018
Craig Geller
Lights, Phone, Action, a VIP 2000 TV format acquired by Azteca America, is one of the new contents included in the network’s 2018-2019 offer. The show “is produced with the quality that will represent brands correctly, if they chose to take part. What we want to do is make sure that each brand committed to the show’s platform is represented correctly, and that their KPIs are brought to life correctly. We think that if we do this, fewer commercials will be necessary,” expressed Craig Geller, EVP, Network Sales, Digital and Marketing, Azteca America.
“We are making sure our content –which we have accumulated a great deal of and we have produced for this 2018-2019 season- attracts and entertains at the same time. And I want to make sure that we are creating opportunities that will undoubtedly include the client’s brand in the business fabric and in the content message we are offering to the Latino market,” he added.
He mentioned they launched the platform Azteca Más, where they have uploaded some 300 hours of content. “We have managed to grow our base of users who have downloaded the application on their smart TVs. We are anxious to launch our OTT platform for smartphones because we know Hispanics adopt technology early and that brings along content expansion and advertisers want to tap into those premium video initiatives,” he commented
He also highlighted the campaign dedicated to celebrating Latina women designed by the network. “I think Latina women are transcending and changing our American identity. For me, this is one of those aha moments. They have been there, they have made it, let’s recognize them, let’s amplify their voice and not underestimate the fact of how they are boosting the way the US is changing,” he said.
