Michel Haykal Libbos, Country Manager of Canela Media for Colombia
Canela Media is in a strong position in the Colombian market, and for the platform, it is essential to continue innovating and adapting to market changes to consolidate its leadership and achieve its growth objectives.
“The current priority for Canela Media in Colombia is to democratize free access to premium entertainment content, strengthening our presence with streaming platforms like Canela.TV and Pluto TV,” explains Michel Haykal Libbos, Country Manager of Canela Media for Colombia.
They offer an extensive catalog of more than 90,000 hours of content, which includes original productions like Secretos de Villanas, as well as a diverse library ranging from Turkish soap operas to Mexican cinema classics, series, and Hollywood hits. “We are committed to offering an unparalleled user experience through specialized verticals such as Sports, Music, and Kids, in addition to more than 240 live channels. Our goal is to become the streaming reference for Colombian consumers and an indispensable partner for brands looking to connect with this diverse and growing audience,” Michel details.
ADVERTISING STRATEGY
One of their priorities is to continue investing in technology and innovating in differentiated advertising formats that generate engagement with the audience, as well as in new content that resonates with local consumers, both in acquisitions and original productions.
The combination of an extensive catalog, free platforms, and innovative advertising solutions positions the company as a key player in the Colombian market. Additionally, their exclusive commercialization of Pluto TV allows them to offer advertisers large-scale reach without duplication, ensuring that each advertising impact is unique and effective.
Among their main goals is to consolidate the presence of Canela.TV and Pluto TV in all media agencies in Colombia, showcasing the significant benefits these platforms bring to advertising strategies. “By focusing on the audience and offering engaging content and advanced advertising solutions, Canela Media is an outstanding option to connect brands with new consumers. In particular, the vast reach of incremental monthly active users (MAUs) offered by Canela.TV along with Pluto TV, compared to other streaming platforms, combined with advanced advertising solutions, allows us to provide unparalleled value to advertisers in the Colombian market, helping them achieve their marketing objectives effectively,” says Michel.
TRENDS
In the Colombian market, there are several key trends in the free streaming area where Canela Media operates with two AVOD (Advertising Video On Demand) platforms, Canela.TV and Pluto TV. The executive points out that unlike SVOD (Subscription Video On Demand) platforms, which require a paid subscription, AVOD platforms have experienced accelerated growth by eliminating the payment barrier. “This has allowed for broader and more democratic access to entertainment content, making these free platforms more attractive to a diverse and large audience.”
In this field, among their priorities is to consolidate their position as an essential option in brands’ comprehensive video strategy when developing their media plans. “It is crucial to emphasize that OTT platforms, like Canela.TV and Pluto TV, should not be seen solely as an alternative to traditional media solutions but as a vital complement. Integrating OTT into advertising strategies allows for a more effective connection between brands and their audiences, maximizing the impact and reach of campaigns.”
SUSTAINABLE GROWTH
Canela Media’s strategy in Colombia is aimed at sustainable growth, according to Michel. First, he emphasizes that their commitment is to continue growing their audience, strengthening their leadership position as the number one AVOD option in the country. “This involves not only expanding our user base but also continuing to offer high-quality and relevant content.”
Second, they seek to incorporate more Colombian talent into their productions and, in the future, produce content locally. “This will allow us to diversify our catalog and offer stories that resonate even more with our audience while contributing to the development of the media industry in Colombia.”
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