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The technology that achieves quality streaming makes it possible to establish new strategic work points, aimed at digital audiences, to meet the demand for content.
There is a unique capacity in the streaming market, when it is oriented to offer the same thing, the favorite series of the moment, as reviving an old catalog.
The impulse behind the technology leads to design strategies, which today do not disappoint.
Key practices have been established in the streaming market and this leads to determining what is the most valuable in the market when it comes to transmitting content, such as the favorite series of the moment on a platform of this type.
Raphael Urbina, Executive Vice President and General Manager AVOD, vixshares in this interview with Merca2.0 the details to understand what is relevant in the streaming market where they compete against great platforms and most importantly, they face an audience that challenges valuable proposals.
How did you go from being an entrepreneur to having a streaming proposal that competes with the great options in the industry?
Raphael Urbina- I am an entrepreneur, one of these ventures was Vix, which migrated to a streaming service for the entire region and Univision contacted us a year and a half ago. We started talking and the acquisition took place, so the experience has a lot of emphasis on advertising, which is why joining Univisión has been super interesting, it’s like doing the same thing you did before, but with broader resources, assets and capacity, It has been a rewarding process.
Merca2.0 – How to advertise in streaming?
UK – We have the advantage that we don’t have to invent the wheel, there is an advertising ecosystem that has been generated, which has grown faster, with which we had a model that we knew we could apply, with which advertising is very effective, with which you have all the best that traditional television offers, of giving you an advertising format that emotionally connects with you, with the digital power that it has of ‘addressability’, ‘targeting’, ‘data’, the possibility of buying ‘programttic’, audience segmentation and interactivity. We are going to be introducing ‘shoppable’ formats, formats with a series of innovations that allow us to incorporate them into the Vix offer.
Merca2.0 – Digital is a very rich scenario, how has this discipline been as a team behind a streaming platform?
UK – It’s been a multi-disciplinary team effort, you’ve got the communications team that plays a huge part of what we’re doing, but marketing, product, technology, sales everyone has to coordinate to make this work. There is a whole programming team to do the programming of all those channels, it is a process that has literally hundreds of people involved at the moment.
Merca2.0 – What interests the audience when it comes to advertising and activating it in streaming?
UK – It’s important not to be afraid of the new medium, the consumer, for us as a streaming industry, is watching the video so if they were doing traditional TV, if they were doing digital video it’s an easy step to digital.
Audiences are changing and the advertising load in streaming is less than on TV, so that the user sees that it is something modern, new.