Donna Speciale en Upfront de Univision
To support brands in creating campaigns that authentically communicate with Hispanic consumers, Univision is launching its first Brand Studio. Created from scratch, the Brand Studio will combine the best of original brand journalism with an industry-leading perspective to produce powerful storytelling across the Univision portfolio and on social media.
“Univision is the doorway to Hispanics in the US and represents an untapped opportunity for current and future growth for brands now. According to Nielsen, brands that are not active in Spanish miss out on a whopping 39% of ad spend profits and miss an important opportunity to target consumers who are the biggest growth driver in these categories. Nobody understands this audience like Univision. We have the research, the data and the perspective to help brands interact with culture and language, as well as the commitment to create new solutions to optimize performance across our portfolio for our partners,” said Donna Speciale, president of Sales of Advertising and Marketing of Univision in the framework of the Upfront.
Additionally, the company announced that it is developing the industry’s first Hispanic audience dataset to optimize customer campaigns and help address the underrepresentation of Hispanic consumers in the leading edge data that the industry uses increasingly. Univision will leverage its audience data to accelerate its advanced solutions across the board. It will help drive beta versions of addressable TV offered by Vizio, Dish, and others, strengthen Univision’s ability to target specific audiences, and will offer products on various platforms that organically connect brands with target consumers across the company’s ecosystem. These new features will be available in the fourth quarter of 2021.
