In Mike Rosens (executive Vice President of Advertising Sales for NBCUniversals News and Hispanic Groups) opinion, although the options offered by OTT mean more fragmentation regarding how consumers enjoy the programming, they also create more challenges for advertisers to find opportunities that truly align their brands and marketing with premium content throughout all their meeting points.Rosen said to PRODU that Telemundo´s and NBC Universo´s strength to offer an almost exclusively live audience is “is incredibly valuable for marketers as they seek to connect with audiences in real-time through direct and shared experiences.He adds that this years “record ratings” for Telemundo dramas are “proof that great storytelling will continue to attract audiences and advertisers even in an increasingly disrupted media landscape.Regarding the use of programmatic, Rosen said that this year they presented NBCx, which is the first programmatic offer in which chosen clients can focus and buy audiences through a private exchange of their digital inventoire, including sites both in English and in Spanish.A related, non-programmatic, but equally compelling, digital product is NBCU Hispanics Plus, which offers advertisers the ground-breaking opportunity to purchase digital display and video advertising targeting Hispanics, on all Spanish and English language websites across the NBCU portfolio. By not limiting Hispanic digital advertising by language, our clients can now reach up to 25 million Hispanic uniques per month, he explained.
