In the last five years, Univision Communications, Inc. (UCI) has been broadening their media portfolio to turn it into a solid media franchise collection, offering programming to which people can relate to regarding their language or culture, explained to PRODU the companys Advertising Sales and Marketing President, Keith Turner. “Now we are making our brands portfolio evolve to become a content ecosystem, aiming particularly to content vertical structures based on demographic, psychological and genders characteristics. We are promoting this upfront taking into account important content vertical structures such as sports, drama, comedy and music. We consider our portfolio as the most efficient way for advertisers to reach U.S. Hispanics” he said. One issue that has become more and more relevant regarding the upfront is programmatic sales. Turner said that UCI is already using programmatic and information “about their plans in this area, including addressable TV” will be available for clients during the upfront. Turner said that Univision has activated more than 80 new brands and are doing everything they can, from integrations in programs to experiential activations. “Weve been particularly successful with cars categories, including luxury cars, and also pharmaceuticals and fast food restaurants” he concluded.
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