Opening Keynote Media Buying in 2022 Isabella Sanchez
The 19th Annual Hispanic Television Summit began with a brief introduction by Gonzalo Del Fa, current chairman of the Hispanic Marketing Council (HMC) and President of Group M Multicultural, addressing topics such as where Hispanic TV is heading in today’s market and the future of TV and video around the world.
After Del Fa’s words, Isabella Sánchez, VP of Media Integration at Zubi Advertising, and Court Stroud, founder of The Cledor Group and The Revolución Podcast, talked about Media, Advertising and Research. Sánchez pointed out that neither broadcast TV nor cable are dead and emphasized that OTT is growing, “the magic number of how much it is growing depends on the source.”. She indicated that the great threats to broadcast TV are OTT and “the potential lack of evolution of TV.”
She said that TV should look at world trends. “The shorter content such as the eight-episode series with seasons that are renewed; content without borders. There are so many ideas and content out there that it is worth taking them into account. If it’s good content, people are going to watch it.”
Asked how brands are responding to the demands of consumers, she said that brands want to be where the eyeballs are, for example, Netflix.
She added that ad-supported platforms are bound to grow.
She emphasized that the last Census revealed that there is growth in markets that were not there before and in multicultural families. “Diversity is alive. The numbers don’t lie. We fight against irrationality with metrics.”
Regarding the use of social media platforms, Sánchez said that clients understand the power of these networks, but they ask for help in navigating that space and preserving brand security.
She pointed out that OTT and connected TV have the advantage of metrics that broadcast and cable don’t have yet, “but that’s fine because both can work in tandem. OTT and connected TV are better for segmentation.”
Sánchez estimates that in the next two to three years there will be tremendous growth in measurements. “There are many groups working on measurements, to improve them quickly. Nielsen is also changing,” she pointed out.
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