U.S. HISPANIC
Azteca America: Programmatic continues to be key in our sales strategy
Maribel Ramos-Weiner| 8 de junio de 2018
Edificio Azteca
Programmatic -digital and TV- continue playing a key part of Azteca America’s sales strategy to deliver the best solutions to their clients.
“Azteca America was the first Hispanic network in the market with TV programmatic provider, Videology. Our clients will continue to be able to plan their campaigns using the platform’s proprietary software to gain access to Azteca’s inventory and optimize their buying plans programmatically, allowing for advanced targeting capabilities that go beyond the traditional age and gender audience demographics. Through its integration with Nielsen data, Videology’s platform also allows for advertisers to plan, buy and measure their campaigns across TV and digital audiences and to use digital insights to better plan advertising initiatives,” explains Craig Geller, EVP Network Sales, Digital Marketing, Azteca America.
Azteca America will soon announce their new apps for mobile. “We recognize that our audience is empowered by the mobile device and wants to consume content wherever they are, whenever they want,” he said. He mentioned that they will continue delivering premium content throughout the main OTT platforms (including Amazon Fire TV, Apple TV, Roku, Smart TVs, Opera TV and Chromecast).
“I don’t think any of these: Spanish language television, digital, English language television, broadcast networks, are defined as a “must have” anymore, so you have to continue to earn your business. Every category today is reexamining how they’re connecting to the consumer. Therefore, in Azteca, we’re focused on our “core” categories -Automotive, CPG, QSR, Telco and Theatrical. We have to make sure that we can not only build the cultural bridge to our viewer, to our content, and deliver GRPs but also that we’re doing smart business to provide great solutions that our advertisers ultimately can read, whether it’s cars flying off the lot or its toothpaste flying off the shelf,” he emphasized.
When consulted on the plans to reduce the duration of commercial breaks in primetime, Geller said that through their enhanced Azteca America Content Studio, “we are going to go “commercial light” this season. These expanded production capabilities allow for our clients and partners to be a collaborative partner at every stage of the creative process, ensuring seamless and organic integration to our programming, therefore cutting down the time of commercial breaks,” he ended.
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