U.S. HISPANIC
NBCUniversal: Commercial innovations achieve greater results in multicultural audiences
Maribel Ramos-Weiner| 10 de mayo de 2019
Ana Ceppi Telemundo
Ana Ceppi, Senior Vice President, Hispanic Strategy and Client Experience, Advertising Sales, NBCUniversal, also emphasized the shrinkage of the gap between Telemundo and Univision and stated that the advertisers must allocate 50% of their budget to Telemundo in view of this progress. He added that with all the NBCUniversal portfolio they reach 99% of the Hispanics in the US in the demo A18-49.
Among the innovative ways they cater to their clients, Ceppi mentioned the prime pods: a commercial 60-second spot, dedicated to one or two advertisers in primetime in the first 25 minutes of the main programs on Telemundo. “The prime pods offer results throughout all the KPIs (Key Performance Indicators) of advertisers and are more effective with multicultural audiences, they generate a 33% higher brand recall and a 27% higher interest in the brand. These are only numbers. We are delivering true results to brands. We know that when we present these messages in relevat contents, greater results are generated with Hispanic audiences,” he said.
Ceppi recalled that last year Telemundo aired the first Picture in interactive animated pictures within NBCUniversal’s portfolio, and thisyear they will launch Picture in Picture 2.0, Shoppable TV and other advertising innovations otras innovaciones publicitarias.
To end, he mentioned that the strategy is to reach Hispanics through multiple brands and platforms, with premium video content in Spanish and in English, with the capability of taking the message through a huge portfolio in innovative and unique ways with the tools to take their business to the next level: from precisión marketing to commercial innovations and measurements that work.
