U.S. HISPANIC
CNNE uses more in-show brand integrations
Maribel Ramos-Weiner| 1 de diciembre de 2011
Although advertising sales for CNN en Español (CNNE), in the last year have grown in all categories, according to Greg DAlba, EVP & CCO of CNN Advertising Sales, the areas of highest growth are Automotive, Financial Services, Telecommunications, and Home Goods.DAlba said to PRODU the channel had a strong upfront with double-digit revenue growth.CNNE is employing more advertiser integrations into shows where there is a natural fit –especially with some of our more lifestyle-leaning shows, like NotiMujer and Café CNN – that have really resonated with our partners, he added.When asked about the launch of the new CNN en Español website and how it complements the companys advertising offer, DAlba pointed out the scale and cumulative reach of CNN Worldwide -which includes CNN en Español- across multiple platforms, provides real value to advertisers and ultimately bolsters ad sales and revenue opportunities. CNN ad sales provides comprehensive cross-platform packages to our advertising partners that deepen audience engagement with their brand, and we are seeing that the CNNE Web destination is enhancing this, added DAlba.To give an example of an innovative integration, DAlba cited the case of Ford Fiesta and the iReport integration within the CNN Hispanic newscast Directo USA and the Mexican newscast Perspectivas. Another case was that of Nissan, which sponsored a travel segment on Recorridos. Vignettes featured Road Trips/Staycations that people could take in the down economy. An integration running in primetime featured an on-screen logo plus a car running across the screen. Nissan has also returned for CNNE’s presidential election coverage, Voto Latino 2012, he added.
