Page 13 - workdraft-1

2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com TASK ONE: UNDERSTANDING INSIGHTS
Steve Mandala, Univision Communications
“All good content is born with good consumer insights.”
That’s perhaps one of the biggest selling points Univision Communications’ President of Advertising
Sales and Marketing, Steve Mandala, can offer potential clients.
With Univision’s prime-time ratings on the rise, and higher than those of Telemundo across much of March 2019, connecting marketers via Univision’s digital products is a task Mandala is happy to lead.
This has seen the use of primary research drive how Univision moves forward in its cross-media efforts to reach Latinos. Some of the findings challenged previous convention, and he was more than happy to shepherd his team onto new growth pathways.
Content verticals continue to be a key driver, with Delicioso dating to February
2012. Today, it is an entire culinary brand within Univision, housing recipes and plenty of ways for the network to connect with consumers online.
This is largely done through an Instagram page: https://www.instagram.com/estoesdelicioso/
Photo heavy, it serves as Un espacio inspirado en los sabores latinos: ideas, recetas, nuevos ingredientes y tips para hacerte la vida amable en la cocina — a space inspired by Latin flavors that includes recipes, new ingredients to try, and tips on how to make a better life in the kitchen.
More content verticals are on the way, with details likely to be unveiled in mid-May 2019, during Upfront Week.
“Advertisers truly need a way to stand out, and these verticals help build those things out,” Mandala told HispanicAd while attending NATPE Miami in January. “They are easy to execute and cast a big shadow.”
Meanwhile, Univision is making a big splash in the music arena with its relaunch of its Uforia brand. In August 2018, a new partnership with digital audio advertising tech firm AdsWizz made its AudioMax platform the power source, if you will, for programmatic ad buying for Univision’s Uforia app.
The pact came ahead of a March 2019 unification of Univision’s music and audio properties under the Uforia brand.
In an appearance on the Hispanic Radio Podcast, Univision Radio President Jesus Lara noted, “Our app is a fully redesigned experience. We wanted to build an app that was, first and foremost, super easy to use. We used all of the best practices available in mobile app design and incorporated them into our design.”
The other key attribute Univision wanted to convey, Lara said, is that Latin culture can best be conveyed through the eyes. “We wanted to have an app