Q&A: How Univsion is leveraging Hispanic consumers’ mobile and digital usage

Via eMarketer.com

Keith Turner
President of Advertising Sales and Marketing
Univision Communications Inc.

Keith Turner, president of advertising sales and marketing at Univision Communications Inc., spoke with eMarketer’s Ellen Oppenheim for eMarketer’s Media Voices series about how the company is leveraging Hispanic consumers’ mobile and digital usage.

eMarketer: What advertising campaign in the past year do you consider most successful in using Univision’s digital assets and why?

Turner: We have strong cross-platform stories across the CPG [consumer packaged goods] and telecom categories. For example, some campaigns used all of Univision’s digital assets around our reality beauty competition program Nuestra Belleza Latina (NBL), including mobile web and text voting, enhanced viewer experiences with the NBL second screen, and an NBL fantasy league game where audience members were awarded points for their participation.

“Hispanics are early adopters and heavy users of technology, and they are more likely to engage with mobile ads than non-Hispanics. Advertisers should leverage that insight to drive consumer engagement.”

We have also had success with a 360 campaign for a pharma client leveraging the Univision Network [at] local stations across the country in order to drive traffic and engagement to the health section on Univision.com. The efforts generated a 50% year-over-year increase in unique visitors.

eMarketer: What is the most common mistake that you see advertisers make in using Univision’s digital properties?

Turner: One of the biggest challenges we see is that many agencies and buyers still view mobile inventory as lower value. Hispanics are early adopters and heavy users of technology, and they are more likely to engage with mobile ads than non-Hispanics. Advertisers should leverage that insight to drive consumer engagement.

Mobile for us is about a more engaging, more personal, more direct form of engagement—and it is growing at a fantastic rate. In fact, we experienced 300% growth in mobile video plays in January 2013 vs. January 2012. Our mobile audience has surpassed desktop. Based on that growth, we expect the mobile momentum to continue.