Reaching Hispanic audiences
To aid prospective advertisers in reaching Hispanic consumers, Univision is launching its first brand studio to “combine the best in original brand journalism with industry-leading insights” that will execute on buzzworthy storytelling across the Univision broadcast and social media portfolios.
“The majority of you are not the target, neither am I,” says Donna Speciale, who was named president of sales and marketing earlier this year. But, she said during the company’s presentation on Tuesday afternoon, that shouldn’t limit the ability to see opportunities in the Hispanic marketplace.
The network is also currently developing the industry’s first Hispanic audience data graph to help solve the issue of Latino underrepresentation in industry-standard data sets. “It will help power new, addressable TV beta offerings with Vizio, Dish and others; strengthen Univision’s audience-targeting capabilities; and deliver a cross-platform offering that seamlessly connects brands to targeted consumers across the Univision ecosystem,” the Hispanic-centric network says, noting these new capabilities will begin rolling out in the fourth quarter of this year.