Tapestry: Social media, mobile and digital change the way we approach buying media at the upfronts

In the days leading up to the 2014 U.S. Hispanic upfront season, Lia Silkworth, EVP and managing director of Tapestry, part of SMG Multicultural, describes a trend towards the convergence of programming and digital, and the continued importance of social media and mobile, which are impacting TV audiences more than ever.“Although TV continues to play a very important role, the other elements –social media, mobile, and digital-, are equally relevant. They are changing the way we go to the media buying market and our strategy in general,” Silkworth told PRODU. She said the agency is sending more buyers this year to attend the newfronts (the digital media upfronts).Silkworth also said a big change now is that the video market has become one that spans all platforms: the multicultural portals and the TV channels.“Every year we see new players in the digital upfronts, so we’re sending more buyers to the events at Google, Yahoo!, etc. We’re following consumers whatever platform they’re on. I think that social media and the mobile platform must be at the center of any strategy to connect with the young Hispanics,” she added.