Univision: Our portfolio is the most efficient way for advertisers to reach Hispanics in the US

Keith Turner, president of Advertising and Marketing Sales at Univision Communications, Inc. (UCI) told PRODU that in the last five years the company has broadened its communication media portfolio to turn it into a collection of solid media franchises that offer programming people can identify with, according to their culture and language.“We are now making the brand portfolio evolve to become a content ecosystem with particular focus on vertical content structures based on demographic, psychological and gender features. We are going to promote this Upfront, organizing it around important vertical content structures such as sports, drama, comedy and music. We feel our portfolio is the most efficient way for advertisers to reach Hispanics in the US,” he expressed.One of the topics that gains more and more importance in pre-sales is programmatic sales. Turner states that UCI is already using programmatic and that clients will have more information in the Upfront about “our plans in this front, which include addressable TV”.Turner informed that they have activated more than 80 new brands this year in Univision and that they are doing all kinds of things that range from programs to experiential activations. “We have been particularly successful with automobile categories, including luxury autos, and also pharma and fast food restaurants,” he ended.