U.S. HISPANIC
Univision: We are America´s Hispanic superbrand
Maribel Ramos-Weiner| 14 de junio de 2019
Steve Mandala
“While other companies are decreasing their original programming, particularly live events, local and national news, we are duplicating the effort. We are America´s Hispanic superbrand,” expressed Steve Mandala, president of Ad Sales and Marketing at Univision Communications Inc. (UCI).
He mentioned they are innovating and developing new marketing platforms driven by data, that are more sophisticated and predictive to deliver higher returns to their clients.
He explained that for digital and OTT measurements they use insertions of digital ads in all their digital platfoms, including OTT. Last year they migrated to Google to manage all their digital video ads. “This allows us to run campaigns on all our digital video ecosystem, including Univision.com, UNow, the YouTube channels, union partners and potentially other platforms that may appear online,” he said.
He adds that they have learned from the experience with programmatic sales for digital. “In the end, programmatic is just the mechanism through which advertisers communicate and channel their media needs with us. As the pressure grows on agencies to lower costs, they will resort to different automation mechanisms, including programmatic buys for linear”.
He said that the portion of digital programmatic that grows fastes are programmatic guaranteed agreements (PG), in which advertisers assure their inventory in advance and place their investment via programmatic connections. “This enables the security of the inventory and reduces the number of contacts in the transit of a buy,” he revealed.
He added that political advertising for 2020 is at its highest point, and detailed that other strong categories are automotive, pharmaceutical and health in general.
