Page 32 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS
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“Our integrated digital content, such as Todobebe (connecting Latina mothers), Noticias Ya and Cocina (Latin food and lifestyle), are examples of how we’re merging digital content into our linear DNA,” Meyer says. “We are bringing these platforms and influencers into our news and radio elements, with a weekend show and segments in our local newscasts. This is helping to amplify the standalone digital value of these brands and broaden their exposure across distribution channels.”
How has this impacted the sales efforts across Entravision?
“The client conversation is moving away from a specific channel discussion or providing a specific advertising solution, to the engagement of customers,” he says. “Today, we are more interested in how we are driving and impacting business results for our clients though more intimate conversations with their consumers. The overall goal is connection of the brand to the individual consumer. It has evolved from strictly reaching an audience with a broad brush to taking it a step further through interaction and engagement. This focus can be seen in the omnichannel approach we bring to market and the true integration of our traditional and digital media assets into a more branded content solution.”
Regarding snackable content, Meyer notes, “This is an emerging area for us and we are investing and developing tidbit content via influencers and social media that will target specific audiences.”
With all of these initiatives in place, how will Entravision’s assets look come 2025, when bilingualism and English-preferred Latinos seen across the U.S. will likely further increase?
“The market is in a state of continuous change and our business is in continuous evolution,” Meyer says. “We look to deliver culturally relevant content to the community and connecting this special audience relationship we have with advertisers, which creates strong brand and consumer bonds. We have tremendous flexibility in our platforms and will continue to make adjustments in our approach to align with the marketplace to effectively engage with consumers for today and tomorrow.”
BUILDING A CROSS-PLATFORM PLAY
Telemundo has been evolving its content and making strategic decisions to include digital media choices across all platforms, says NBCUniversal Telemundo Enterprises EVP/CMO Mónica Gil.
“U.S. Hispanics are digital-first, so Telemundo’s focus has been to take our content to where these younger audiences are consuming content, which is cross-platform,” she says.
It explains why Telemundo is “constantly working” to make sure that its linear programming has a connection to its digital activities in some form.