Mirjam Laux de Roku y Jesús De la Vega de TV Azteca
Mirjam Laux, International VP of Advertising at Roku, and Jesús De la Vega, VP of Marketing at TV Azteca, spoke with PRODU about the recent streaming advertising strategic alliance for TV in Mexico, highlighting that one of the issues that the industry must address is how to popularize connected TV advertising.“Roku has been in the Mexican market for a long time, and I think the newest, most interesting but still nascent thing in the industry is connected TV (CTV) advertising, which combines the beauty of TV with the digital brain and allows advertisers reach their target audience, becoming the evolution of advertising, but it is still beginning in Mexico. This alliance will help us educate the market and ensure that CTV advertising becomes more common than it is today,” said Laux.De la Vega added they saw in Roku the opportunity to create an alliance combining the power and magic of Mexican TV with the intelligence that this platform represents, “aiming to generate a product that makes this offer unique and the most powerful CTV for the advertising industry.”Regarding combining both platforms to increase the power of the offer to advertisers, Laux said this association will allow the sales forces to join. “There is the traditional way of buying advertising and reaching people, but also the CTV advertising as an additional product. Perhaps how they are combined will make it easier for the industry to move towards connected TV. For TV Azteca, it is an additional piece to offer and an extra network for customers for us.”
