U.S. HISPANIC
Bob Turner of Azteca América: Clients are requesting more digital, more creative integrations and 360 platforms
15 de mayo de 2012
As part of our upfront strategy, we are currently traveling throughout the country to visit all of our major clients individually. The feedback has been very positive, both for Azteca America and the Spanish-language market in general.We are building a new programming strategy to improve our primetime ratings. We are combining new US-based produced programs to complement viewer favorites from Mexico.Our top five categories are mobile, auto, retail, beer and fast food. All five categories have increased their advertising investment with us for the 2012-2013 season.Multiplatform campaigns have been an important and growing revenue stream for us. We see the trend continuing and look forward to building on our success in this area. Soccer and other sports programming continue to be our most popular programming category. There’s also strong interest among advertisers in music and entertainment.We have ongoing 360 campaigns (on-air, on-line, mobile) currently running with AT&T, Sprint and Ford, among many others. These campaigns are important because they bring in additional revenue. Most importantly, however, they deepen our relationships with clients. When you start sharing creative ideas and stretching the technology limits of new formats, it gives you a new level of commitment to brands and clients. You truly become partners on a new level. To date we have completed about 50 upfront meetings. In almost all of them, clients are requesting more digital, more creative integrations and 360 platforms.
