Andres Rincón de Canela Media Upfront
The main current challenge within the Hispanic community in ad sales is the Hispanic OTT inventory and Canela Connect “is a game changer for the industry,” said Andrés Rincón, Senior VP of Sales for the Eastern US and Latin America.
Rincón explains that with this tool they can detect Hispanics, regardless of language, and use that data to work with clients and amplify scale. “With this tool, we will have access to 50 million unique visitors. It is a game changer because our clients often say: ‘We want to do more things with you, but you don’t have the scale’, but this totally changes the scenario.”
He underlined that the alliance with Roku is strategic. “This type of alliance does not happen easily. No one else can say that they have this kind of direct access to inventory. It puts us in a unique space.”
Rincón noted that they have seen great growth in categories such as pharma, consumer products (CPG), finance and insurance, and retail. “We’ve had brands that have really believed in this space like Target, Verizon. And then you have those who have qualms about doing so. But now with pharma, retail, and CPG, the market has changed. We have newcomer brands like Procter & Gamble that want to do big things like create a show.” He mentioned the case of McDonald’s and the Canela Music show Rising Notes. Another example was the show El Vestidor which Canela designed together with Old Spice. “We are doing a lot of branded content, which makes a great difference compared to what we did last year.”
