Paley Media Council hosted the virtual event, “Transforming the Digital Media Space from the Inside Out,” featuring guest speakers CEO of Cisneros, Adriana Cisneros, and longtime Chairman and CEO of Entravision Communications, Walter Ulloa. The discussion, moderated by well-known journalist Jorge Ramos, covered the various covered tactics global digital media companies have used to reinvest their business models as they transition from broadcast to digital, and how they have adapted to client needs amid the Covid-19 pandemic.
With a presence in over 17 countries, the leading Digital Advertising Company Serving U.S. and Latin American Markets began paving the way toward a digitally-dependent platform about a decade ago when data indicated that the Spanish-language content Cisneros was producing for Univision was generating the highest number of views in the world. Even then, the content, primarily pushed out by third-party outlets, was being monetized. The findings led the company to become the first agency to specialize in Spanish-language digital content for the US and Latin America.
According to Cisneros, digital models are more effective than traditional ones because of their greater ad-drive potential, higher viewership, and most importantly, its live data-gathering system that allows ad networks to properly pinpoint successful strategies that fulfill customer’s needs. “On the digital side there's a live element where we can test how efficient our campaign is being and we can help all of our clients meet their business objectives, “ Cisneros said.
Initially launching as a pan-regional division, the ad network has reached over 15 million subscribers in the US, Latin America, and across Europe through its specialization in the Latinx market. Ulloa explained that Entrvision’s presence in the Latin market began over a decade ago in a Buenos Aires-based backup office. The company has manifested its goal of engaging with non-traditional stream-like processes. Both companies plan to continue expanding the Latinx digital space by increasing investment figures, partnering with ad techs in markets worldwide, even if they non-Spanish speaking, and monetizing hyperlocal content that represents minorities, and is created by underrepresented talent.
With streaming economies becoming around the world, and the avod market-dominating by 40-60% in Latin America and expected to grow once billing and technological advancements are made in the region, both executives predict that, as the lines continue to blur, the market transitions to all-digital in 20 years. “I think that broadband high-speed internet will continue to grow. I think that every major content company will have a streamer, an avod platform and I think all of us will receive video from that form,” Ulloa said.
On the digital side there's a live element where we can test how efficient our campaign is being and we can help all of our clients meet their business objectives.” Adriana Cisneros CEO, Cisneros
