U.S. HISPANIC
CNN en Español: Cross platform sales strategy
Maribel Ramos-Weiner| 8 de junio de 2018
Newsroom CNN 2
CNN en Español recognizes that today’s media teams have more work to do and fewer people to do it, that is why they have implemented a cross-platform sales strategy, where your sales executive provides access to all of the company’s platforms, linear, digital, branded content and social media. “We also facilitate digital through programmatic both with AdX and Rubicon and will continue to stay in pace with the rapidly changing technologies that are an integral part of today’s media business,” said Izzy González, director Cross Platform Sales, CNN en Español.
González announced they are in the process of establishing a couple of OTT and digital services they will soon announce.
He mentioned that for the new season, they have several original documentaries such as Rescatando La Habana and new programming for the Mexican community, such as Perspectivas Desde México and for the South Cone with En Diálogo con Longobardi, among others.
González says they don’t necessarily see it easier to conduct Upfront sales these days than in previous years for a Spanish TV channel in the US, however, they have structured their offerings in a way that makes it a much easier process for the buying community, one account executive for all their platforms including branded content.
Regarding most active advertising categories with CNN en Español, he mentioned that Automotive, Insurance, Financial, Mobile, and Destinations/Travel have been the strongest for the channel.
“We are continuously creating branded content that resonates with our audience and our brands that partner with us. We have done it across multiple industries, including Airlines, Luxury goods, and Destinations to name a few,” he mentioned.
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