U.S. HISPANIC
Rlaxx TV: Connected TV platforms are responsible for ensuring users’ access to value propositions
Vanessa Maldonado| 3 de enero de 2024
Laura González, director of Market Intelligence and Monetization, said they also seek to make life easier for advertisers and agencies
Rlaxx TV is part of the AVOD/FAST streaming service, aiming to offer users and advertisers a wide variety of content on a single platform. Laura González, director of Market Intelligence and Monetization, said they are exploring the Latin American market to learn about the preferences of each of the country’s users to meet their needs.
“It is about pretending that viewers or the end user see the content the way we see it, regardless of whether it is VOD, AVOD, or FAST. What matters to them is viewing content, and this is where connected TV platforms have the advantage and, at the same time, the responsibility of making users have access to value propositions,” he mentioned.
Regarding the opportunities for commercial partners, González added that as a FAST and AVOD service, they also seek to make life easier for advertisers and agencies. “To show them what they’re buying, CTV and OTT traffic, and we are talking about FAST. In the future, they will want content with high production value where they want to place their ads because attention will be greater and, therefore, they will be prepared to pay a premium price, and as before, they will continue to watch on linear TV. It is about simplifying for advertisers the value proposition that we bring and for them to see that digital is not just YouTube, but that there are other types of formats, which not necessarily, are generated by users, where they can also reach specific audiences, who will pay attention to what they want to say.”
She highlighted that the industry is now talking about fragmentation of the offer through different apps, mobile devices, and platforms, where small providers like them manage 40% of connected televisions. “They simplify the content distribution to reach more platforms with less complexity and less costs. Rlaxx TV has the possibility of presenting not only apps but also different paid and free content proposals, a strategy that has been very successful for five years. We are the gateway for users to enjoy content through recommendations or integrating the FAST channel to the linear proposals.”
Regarding the content offering, he explained that they start by offering each user a product that responds to their preferences. “That is why we focus on having a fairly diverse portfolio of channels, from niche sports, lifestyle, cooking, documentaries, series, and movies, among others, to expand internationally and, so since 2021, we have arrived in Latin America to find out what the consumer in this region wants, where all countries are different, and that is why we are at the moment exploration, but we are already on all the connect TV devices.”
