Felipe Rey, senior director Digital Business Development
Felipe Rey, senior director of Digital Business, assured that in Univision they have spent two years adjusting their digital department. The organization model they are seeking is the one agencies have, in which the different teams work together and they all have more than one role, in order to cover the different platforms.
“We are obsessed with multiscreen. We have spent 30 doing only one, now, we are seeking the perfect formula to distribute those contents on the different platforms. There are companies that have 15 professionals devoted to Snapchat, but that isn’t necessarily what works best for us,” he said.
The executive assured that this includes generating original contents like Edición Digital, a program previous to the network´s main newscast, that began with a broadcast on Facebook and is now also on their local screens. “In digital, it is necessary to make and make material. Measurements give us a guide as to what works. Every day at 7am, we receive an e-mail from the analytics team” he explained.
He highlighted that it is necessary to address the signals the audience is giving, but there are obstacles that must be overcome: “Ratings are dropping and digital consumption is rising. We are facing brand safety and viewability issues and we can´t combat this because the discussion is on platforms we don´t control. On the other hand, measurement coherence and unity is fundamental. When media buyers can invest in video without concern over the screen, we are going to be happy.”
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