Luca Bentivoglio, COO y jefe de Programación de LATV
Among the announcements LATV Networks plans to make to its clients at the companys Upfront on May 7th, are new shows geared to its multicultural bilingual audience, and a new partnership to boost 360º marketing efforts.PRODU spoke with Luca Bentivoglio, COO and Head of Programming, and Andrés Rincón, VP of New York Sales of LATV Networks who said the 2014-2015 Upfront will be great. As long as advertisers continue targeting this vital segment composed of millennials, generation x-ers, second and third generation Latinos, we can safely say the Hispanic market will continue to grow, they said.Compared to last year, they observe that categories of advertisers such as telco, insurance, fast food, and home and personal consumer products, have increased their advertising spending with LATV.With the agency environment changing and consolidating to a more Total Market approach, Hispanic budgets are now being included in the main upfront negotiations, therefore streamlining the process, the executives said.When asked about how having multiple screens has affected negotiations with advertisers, they said that despite the challenge of staying up to date with new media, it has made the sales process more creative, which in turn solidifies the mutual commitment.Its essential to capture our audience beyond the TV screen, through digital and mobile platforms, they added.
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