U.S. HISPANIC
Discovery US Hispanic: At upfront, offering Smart Crossover opportunities with groups channels
Maribel Ramos-Weiner| 3 de abril de 2014
Iván Bargueiras, SVP of Advertising Sales of Discovery Networks Latin America and U.S. Hispanic and general manager of Discovery U.S. Hispanic
Some of the new offers Discovery US Hispanic will present at its May 13th upfront include Bakery Boss for Discovery Familia, and the expansion of Discovery en Españols automotive programming with Texas Trocas.Texas Trocas revolves around the Méndezs, a Mexican-American family that owns Texas Chrome, a truck equipment and parts business. We are confident this will be a major hit for us and will continue to boost the success of our Lunes De Motores (Engine Mondays) block, said to PRODU Iván Bargueiras, SVP of Advertising Sales of Discovery Networks Latin America and U.S. Hispanic and general manager of Discovery U.S. Hispanic.Our automotive block will be part of a new initiative this upfront where we will be offering advertisers special crossover proposals with our English-language networks to sponsor programming that transcends language and culture, becoming a compelling “total market” cross-cultural opportunity. We call it Smart Crossover, he added.Bargueiras explained that the ad sales team, led by VP of Advertising Sales Víctor Parada, is focused on rolling out Smart Crossover, which will allow the company to integrate the various touch points designed to connect with defined segments via multiple screens in both Spanish and English. For instance, we are capable of delivering car enthusiasts with a rich mix of content that transcends language, culture, and screens via a mix of networks such as Discovery, Discovery en Español and Velocity, and combine it with supplemental online video content, added Bargueiras.
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