According to Rosanna Ureña, Broadcast Investments Director at d exposito & Partners, the Hispanic television market remains stable because “linear TV remains very powerful at engaging Hispanics and driving effectiveness, as such, advertisers are still very supportive of this medium”. When the Upfronts kicked off in New York, she said, agencies and advertisers looked for relevant content and programming in line with their target audiences, since in an age of galloping technology and massive data they increasingly look for more practical solutions based on immediate, predictable results. “We need to go beyond the ratings and move to more precise targeting solutions. While the industry has started to dabble in this space, a lot more needs to be done” Ureña said. Traditional media buys are starting to stabilize, especially for advertisers that have achieved a solid digital presence. “This trend is also being contained due to the challenges the digital medium is facing such as fraud or sophisticated invalid traffic (SIVT), viewability, and brand safety” she said. “Agencies are starting to adapt their planning and buying approach to meet the need of the evolution of the current media ecosystem. Video, OTT, VOD, CTV and video in Mobile applications are now being integrated as part of what is being called “video” vs. just TV/Cable. Ureña sees a programmatic approach for linear TV as an effective way to reach the Hispanic audience: “Programmatic buying, if done correctly, offers the ability for precision targeting through the use of relevant data and algorithm”.
