MERCADEO Versión en español
Silvia Fernandez of SunMedia: We have managed to increase the coverage of traditional TV in LatAm by more than 8 points
Claudia Smolansky| 29 de noviembre de 2022
Face to Face Webinar Sunmedia
SunMedia has been very focused on increasing traditional television coverage by combining it with digital media, an opportunity they have taken advantage of thanks to their capacity for CrossMedia measurement. Alvaro Pastor, VP of operations. and Silvia Fernandez, head of platforms & CTV, both of SunMedia, spoke during FIAP Face to Face on this subject and the results they have obtained by applying it in Latin America. This webinar, CrossMedia Measurement to Expand the Reach of Traditional TV, was moderated by Mara Fernandez, associate editor and senior director of PRODU for the U.S. Hispanic market.“We have just finished a campaign in Mexico with an entertainment bulletin, and we are still fascinated with the results, because thanks to that combination – in this case it was a campaign of CTV / OTT – we managed to increase the coverage of traditional television by more than 8 points. It has been a complete success,” Silvia said.She added that in that country they have great usership, which has been boosted by over 4 points. “Getting an additional 4 points on traditional television is really expensive. It would normally require a very sizable investment and we are achieving it – or I should say the digital world or CTV / OTT are achieving it – with investments a lot lower. We’re really making much more efficient use of advertisers’ budgets.”Both explained that this mix is a chance for advertisers to overcome what has been going on with traditional TV, which is suffering a loss of coverage due to a big drop in usage thanks to the popularizing of digital media, especially among younger audiences. Nonetheless, brands need a presence in that media because it continues to offer coverage and famous programs. “And this is where non-traditional television, CTV or OTT, have to come lend a hand,” Pastor said. “We know that CTV and OTT and even VOD are bringing us incremental coverage,” Silvia added. They spoke of the opportunity that exists in the region by citing the results of a study just launched by Comscore Interact, according to which there exists in LatAm some 41 percent of the Internet-using population that are now CTV watchers, which represents some 150 million people. “It’s not at all an insignificant number – we’re now talking about some really immense quantities.” “These are not just users who stick to watching CTV, but rather we have 89 percent of them watching videos online, and then something very important for those of us in advertising: if they could choose between subscribing to VOD or AVOD, some 35 percent would prefer the version with advertising. In other words, they’d rather see ads than pay a fee,” Pastor said.This media mix implies a measurement, Silvia Fernandez said. “Up to now, the measurement of CTV was not so clear. At times we couldn’t include any kind of adserver for this measurement, which also meant that advertisers would be a little more leery about adding that new line to their audiovisual strategy. We also count on this measurement to provide advertisers with the transparency and confidence that encourages them to increase their investments in CTV / OTT.” For this step, SunMedia uses the technology of audiomatching or of audio content recognition (ACR} and, in this way, presents the results to the client on a dashboard along with “a unique photo from its audiovisual campaign.” This is a solution that works through a panel of mobile devices, and those devices that listen in around the clock hear only the advertising that one has chosen them to hear. “In this way we can have a creativity for traditional television and a different creativity (for digital media).”See the FIAP Face to Face video with Alvaro Pastor and Silvia Fernandez of SunMedia.
