ENGLISH

LATV: Digital expansion is the main focus of the Upfront this year

Maribel Ramos-Weiner| June 10, 2019

Andres Rincon LATV1

Digital expansion is the main focus of this year´s Upfront for LATV. “After more than 10 years reaching Latinx Millennial audiences through broadcast, LATV has now integrated a 360 approach with a digital-first content strategy. After a decade of collecting data and insights on our audience, we’ve learned a lot about their viewing habits and are now creating premium digital exclusive content as well as content that can be used interchangeably from digital to broadcast,” explains Andrés Rincón, Vice President of Sales & Strategic Partnerships, LATV.

From medium-format content to micro-content and podcasts, Rincón expresses that they are creating a space to share personal and diverse stories of the Latinx. “We’ve also revised our content strategy to include tentpole programming, from our #Summerhood tentpole to our LGTBQ+ tentpole #LATVProud to our Hispanic Heritage Month tentpole #HistorybyUs.”

When consulted on the consolidation of media corporations and how this affects the Upfront market, Rincón said that although they recognize the current consolidation of big media, LATV is also in the process of assuring new solid alliances that improve their value proposal in general. “At LATV, we remain focused on providing exceptional one-on-one service to our clients and making any media activation and content collaboration as flexible and seamless as possible- avoiding a lot of bureaucracy and red tape one often experiences with the bigger guys,” he commented.

Due to their successful experience in 10 years as an open TV channel, LATV has moved to a strategy of digital first that consists both in exclusive digital content and in digital content optimized for open TV. “With digital there are many more opportunities for learning and insights that allow us to measure in real time, to optimize the content in order to achieve the utmost reach and connection,” he specified.

The three main advertising investment categories for LATV have been banks, fast food restaurants and automotive, but Rincón is noticing that tech companies are starting to play an important role in their space.

As for the use of programmatic, Rincón expressed that it is a good way to improve a campaign and create a more holistic approach where the LATV audience has multiple points of encounter with a brand. “We are in the process of launching our own programmatic offering. Using our own first party data, we can now target our audience with premium video and display (mobile & desktop) ads outside of our owned and operated and social platforms, allowing the right ad appear to the right audience at the right time,” he explained.

Regarding programming highlights for this Upfront, LATV is preparing new seasons of their successful shows Get it Girl, The Zoo and Glitterbomb. “We are developing a new sports talk show, Double Overtime that will also be a Podcast. In addition, we are creating a female facing show with social and political commentator Lucy Flores and a pop-culture entertainment program with Rodrigo Ordieres, who was previously at RadioDisney. Lastly, we are also looking at new digital content created by young Latinx influencers that could also live on our broadcast network. Our focus is to continue bringing to our Latinx 200%ers audience content that is inclusive, language agnostic and innovative,” concluded Rincón.

Diario de Hoy

lunes, 4 de noviembre de 2024

Image

Mónica Vargas de Traziende: Evolucionamos para innovar en nuevas áreas como entretenimiento y servicios de producción

Image
VIPS

• Moisés Chiver de Máquina Vega: Las claves universales del humor harán que viaje el remake de The Office mexicano

• Escritor Luis Zelkowicz deja Telemundo luego de 24 años

• Elías Rodríguez de TelevisaUnivision: Tendremos gran despliegue para elecciones de EE UU, así como la remodelación tecnológica del Estadio Azteca

• María Bonaria Fois de Digitoonz: Ofreceremos al mercado europeo tanto el service como la posibilidad de coproducción

• Javier Martínez de You First Originals: Estamos escribiendo lo que sería nuestra primera película de ficción

El Moon Palace Cancún ofreció a los participantes un espacio para el encuentro, más allá de las conferencias, en restaurantes y espacios de relax

Premios PRODU de la Industria se realizarán el 21 de noviembre en el marco de MIP Cancun

Image
ACTUALIDAD

• Paramount ratifica alianza con TV Azteca en su Upfront 2025

• Globo realizará en MIP Cancun un desayuno en el que exhibirá Manía de ti

• Jamila Hache y Daniel Rojas lanzan Rafy aplicación innovadora para el proceso de self-taping de actores

• Telemundo transforma su sede de Miami en dos estudios de gran escala de 20.000 pies cuadrados para cobertura electoral

• Canela.TV expande su presencia en México y EE UU con el lanzamiento de nuevos canales FAST en Samsung TV Plus

Angela Colla de Globo

Mi historia con PRODU: Angela Colla

Image
CONTENIDOS

• YouTube y Netflix lideran el streaming en México según HR Media

• Transmisión de F1 por FOX Sports México creció un 55% en niveles de audiencia respecto a 2023

Pimpinero: sangre y gasolina llega a Prime Video el viernes 22

Image
VIPS
Image
Trayectoria de Moisés Chiver

La oficina, adaptación de la icónica sitcom The office, está en sus últimos días de rodaje en la ciudad mexicana de Aguas Calientes. Se trata de una producción realizada por Máquina Vega, productora creada por Alazraki Entertainment junto a Alisa Tager.

Image
Image
Elias Rodriguez TelevisaUnivision
Image
Image
Image
ACTUALIDAD
Image
Image
Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
Image
Image
Image
Image
CONTENIDOS
Image
Connected Tv
Image
Image
Videos relacionados (1)