U.S. HISPANIC
ESPN: Deportes offers the best opportunity for live advertising impact
Maribel Ramos-Weiner| 30 de junio de 2017
Alfonso Cueto, VP Multimedia Sales Latin America and Multicultural US, ESPN
Throughout the month of July, when there usually aren´t many sports activities, ESPN will offer its advertising clients a plethora of events, ranging from Wimbledon, Tour de France, International Champions Club (ICC), the Tecate Cup, the ESPYS, the All-Star Game and the Major League Baseball Home Run Derby and the X-Games.
“Sports offers the best opportunity for live advertising impact. 95% of our programming is consumed live,” expressed Alfonso Cueto, VP Multimedia Sales, Latin America and Multicultural US at ESPN.
He announced that the company is presenting several new products for digital, including the relaunch of ESPN Play so it resembles ESPN Watch in the US. They are also preparing a digital tool that uses fans data and will be ready between August and September for Latin America. Additionally, for the first time, they are launching Fantasy soccer at a global scale for the 2018 FIFA World Cup.
Also in the context of the Soccer World Cup, ESPN will produce an original content initiative titled Último Tren a Rusia (13×30’), that will begin in January 2018 and will be available for sponsoring.
“Último Tren a Rusia, presented by Martín Hahn, based in Europe, covers the 12 Russian cities where the games take place. In addition to the programs, there will be 24 two-minute capsules for digital. They have the combination of short form and long form,” he mentioned.
To conclude, he highlighted that during FOMLA 2018, they will celebrate 15 years of Fuera de Juego, with a live broadcast.
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