Zubi Advertising: Linear TV lineal needs to offer personalized platforms and brand content

According to Isabella Sánchez, Media Integration VP at Zubi Advertising, broadcasts and cable that aim at US Hispanic continue with a solid offer and have great demand among advertisers. “Linear stations know they must offer much more than programming; they need to offer personalized platforms, brand content, and comprehensive solutions that expand the reach through several screens”. 

The agency —participant in the New York Upfronts— seeks to know the new programming and ideas that TV producers have planned for the next season. “We hope an idea can differentiate our brands from the competition. We also seek more effective and efficient ways to reach the Hispanic consumer, actionable data and unique insights that will help generate a solid ROI.”

Although in the last few years there has been a change in budgets towards digital, many advertisers are again considering this approach due to problems with digital fraud and lack of transparency. “All the media platforms have to work harder than ever to prove their role in a media mix. simple days of ‘mandatory purchase’ are gone in the advertising industry. Advertisers demand solid data for media and these must prove their efficacy and a unique offer to be taken into consideration.”