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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
that was visually immersive. This visual immersion is going to allow us to find beautiful imagery and to find the most successful artist to represent each of the playlists and stations the user is going to be listen to.”
Telling the story of Hispanic culture through images – whether on Instagram or on an app Univision hopes many users will download and add to their daily routine – also offers marketers prime space.
“We hope that our app becomes an audio utility,” Lara said. “It is a product that everyone needs to open up as soon as they wake up.”
The Uforia app will be, as he put it, in a perpetual beta stage. This, he explained, allows Univision to refine the app – and respond to marketers’ needs, too.
And, Uforia is just the start of what could be a big social and digital push for Univision.
“We have a very robust product roadmap ahead of us,” Lara said. “We’ve thought very hard of where we want to be 18-24 months from now, and I think over the next several months we will be very excited to share some news that will be forthcoming.”
LINEAR TV OPTIMIZATION
Linear television is a growing area of importance for marketers and advertisers. Allowing them to plan and transact against their custom strategic target audiences is a necessity – and explains how local digital media has captured more ad budgets than ever before.
Univision is now responding by linking up with digital ad tech company Amobee. Using the company’s platform, Univision will now have an opportunity to provide a data-optimized linear TV offering that applies the same principles of granular audience targeting and campaign measurement as digital.
This will allow Univision’s advertisers to better understand their audience reach across multiple networks – including digital and social channels.
“Bringing data to the top of the marketing funnel provides better
targeting and addressability to television investments, with overall television advertising spending slated to surpass $200 billion by 2020,” Amobee CEO Kim Perell said. “With this next-generation solution, Univision is helping advertisers better reach consumers across an increasingly fragmented media landscape by applying the power of programmatic advertising to linear television.”
Mandala believes Univision now has “a tremendous opportunity to support marketers every step of the way to finding growth.” He adds, “Our relationship with Amobee enhances our ability to create end-to- end solutions for clients who are seeking advanced data solutions and precision targeting against this valuable consumer segment.”
Advanced linear television optimization brings more precision to the buying process, Amobee notes, allowing targeting beyond age and gender and allowing greater automation in the buying and selling workflow. By layering first-party and third-party data over television viewing data, media buyers and sellers can understand more about reaching their best consumers, most efficiently across Univision’s linear properties.