U.S. HISPANIC
LATV: Digital expansion is the main focus of the Upfront this year
Maribel Ramos-Weiner| 10 de junio de 2019
Andres Rincon LATV1
Digital expansion is the main focus of this year´s Upfront for LATV. “After more than 10 years reaching Latinx Millennial audiences through broadcast, LATV has now integrated a 360 approach with a digital-first content strategy. After a decade of collecting data and insights on our audience, we’ve learned a lot about their viewing habits and are now creating premium digital exclusive content as well as content that can be used interchangeably from digital to broadcast,” explains Andrés Rincón, Vice President of Sales & Strategic Partnerships, LATV.
From medium-format content to micro-content and podcasts, Rincón expresses that they are creating a space to share personal and diverse stories of the Latinx. “We’ve also revised our content strategy to include tentpole programming, from our #Summerhood tentpole to our LGTBQ+ tentpole #LATVProud to our Hispanic Heritage Month tentpole #HistorybyUs.”
When consulted on the consolidation of media corporations and how this affects the Upfront market, Rincón said that although they recognize the current consolidation of big media, LATV is also in the process of assuring new solid alliances that improve their value proposal in general. “At LATV, we remain focused on providing exceptional one-on-one service to our clients and making any media activation and content collaboration as flexible and seamless as possible- avoiding a lot of bureaucracy and red tape one often experiences with the bigger guys,” he commented.
Due to their successful experience in 10 years as an open TV channel, LATV has moved to a strategy of digital first that consists both in exclusive digital content and in digital content optimized for open TV. “With digital there are many more opportunities for learning and insights that allow us to measure in real time, to optimize the content in order to achieve the utmost reach and connection,” he specified.
The three main advertising investment categories for LATV have been banks, fast food restaurants and automotive, but Rincón is noticing that tech companies are starting to play an important role in their space.
As for the use of programmatic, Rincón expressed that it is a good way to improve a campaign and create a more holistic approach where the LATV audience has multiple points of encounter with a brand. “We are in the process of launching our own programmatic offering. Using our own first party data, we can now target our audience with premium video and display (mobile & desktop) ads outside of our owned and operated and social platforms, allowing the right ad appear to the right audience at the right time,” he explained.
Regarding programming highlights for this Upfront, LATV is preparing new seasons of their successful shows Get it Girl, The Zoo and Glitterbomb. “We are developing a new sports talk show, Double Overtime that will also be a Podcast. In addition, we are creating a female facing show with social and political commentator Lucy Flores and a pop-culture entertainment program with Rodrigo Ordieres, who was previously at RadioDisney. Lastly, we are also looking at new digital content created by young Latinx influencers that could also live on our broadcast network. Our focus is to continue bringing to our Latinx 200%ers audience content that is inclusive, language agnostic and innovative,” concluded Rincón.
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