Clara Méndez, director of Product and Commercial Solutions at Televisa Digital
For Clara Méndez, director of Product and Commercial Solutions at Televisa Digital, creativity and flexibility to experiment are essential when defining digital strategies. At Televisa Digital, she states, they have come a long way in this sense, for they are constantly generating new ideas.
“Television can be interactive, helped by digital platforms. We are carrying out many innovative experiments and the response has been amazing in terms of engagement” she assured.
The executive highlighted successful cases like the presence of experts analyzing deliveries of their programs during commercial breaks, through broadcasts on Facebook Live; complete episodes of their programming on social networks; contents from advertisers with characters from the telenovelas that are taken to other platforms; and open calls to the audience related with their productions.
“Most of our audience comes seeking content it sees on TV, then we see which is the best way to monetize that material on the Internet, through different contact points and how to integrate it so it supports advertisers on their strategies,” she said.
Televisa is undergoing a renovation of their digital products and is soon to launch the new Televisa.com, thought for mobiles. It has a strong presence of data intelligence, an area to which the company has dedicated important efforts.
