German Palomares de Canela Media
Mexico was the first territory, outside the US, selected by Canela.TV (AVOD) to launch its signal due to the country’s rapid adoption of technology and advertising strategies, and its consumer advantages. “Mexicans are committed to innovative products,” said Germán Palomares Salinas, Country Manager and VP of Sales for Mexico at Canela Media. Colombia will follow this month, then all of Latin America, ending with Brazil.
Although for Palomares the moment is challenging, they see genuine interest from advertisers to participate and do tests to know first-hand how it works, what the advantages are, and, above all, how to measure the results.
“This is not only encouraging for Canela.TV, but for the OTT industry in general. We are on the right track and at a good pace in Mexico and we hope that soon we will also be in the region,” he said.
He explained the main advantages that Canela.TV offers as an AVOD platform. “The first and most important is regarding the users, for whom we democratize access to content, allowing them to access a premium, curated and culturally relevant catalog in long format; free of charge, whenever they want and on the device they choose.”
In terms of the clients, the opportunity is even more appealing, since they offer the power to impact an audience that stopped watching TV and that for several reasons is not subscribed to paid streaming platforms. “By allocating advertising on OTT/CTV, your advertising investment becomes more cost-efficient by using digital segmentation and profiling tools to find the target audience through the content that the user chooses to see,” he said.
He added that media agencies play a very important role in this equation since they have the opportunity to recommend to their clients the type of investment that best suits them according to their campaign objectives, either through a direct purchase or by the programmatic route, “using their own audience clusters or our first-party data.”
Asked about how they hope to position themselves among the first within the AVOD universe in Mexico -Blim TV, Pluto TV, among others- Palomares said that they are facing an evolution of traditional media, in which there are niches that are awakening in regard to digital advertising. “Although we know that adoption has been slow for the past two years, we decided to arrive early with our offer to the Mexican market and thereby help brands understand the ecosystem and benefit from it,” he said.
Palomares pointed out that Canela’s success in Mexico is the result of marketing efforts, but the greatest growth has been due to their users’ good word among their close circle.
