U.S. HISPANIC
NBCUniversal: Establishing new standards in content, data and distribution
Maribel Ramos-Weiner| 18 de junio de 2019
Laura Molen, EVP, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal
NBCUniversal feels that during this Upfront season the group is establishing new standards in many different areas: in content, data and distribution.
Laura Molen, president of Advertising Sales and Partnerships at NBCUniversal mentioned that in content, advertisers are buying premium video content at NBCUniversal and Telemundo.
With respect to data, she highlighted that it is a key bet in this industry, therefore they are making an effort to provide more of this for their partners.
“Four out of every 10 Hispanics do not watch TV in English, which means that brands have to work through both languages to reach this crucial audience. With Telemundo, our secret sauce is the combination of programming in English and Spanish. We know that by placing ads together with content that is contextually relevant and attractive, we help them perform better. We have invested in personal matters and technology to help offer brands better insights to fulfill everything, from attribution up to the return of the investment,” she emphasized.
In distribution, Molen detailed that the company reaches “an amazing 99% of Hispanics in the US, an accomplishment that no other premium video company can”.
She announced that for NBCUniversal, the Upfront was the first great showcase of their premium IP global offer thanks to their relation with Sky. “Now we can make bigger investments that are global in content. We can work on measurements at even deeper scales. We have already begun to join forces for advanced advertising solutions with the launch of AdSmart. This is something that brands need to be able to reach their global audiences,” she commented.
Regarding programmatic, the executive mentioned that it already plays a big role in their overall strategy, and is a key component of their AdSmart advanced advertising offering.
Molen said that in terms of digital alliances for Telemundo, they are taking advantage of big events like Copa América and the FIFA Women’s World Cup, as well as live programming such as LatinX Now!to make meaningful cross-platform connections.
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