Written by Maye Albornoz for PRODU
Consumption of contents through different platforms is a fact and Univision set the goal to be have a leading role in that transformation by announcing its partnership with Snapchat. Mark López, EVP and General Manager of Univision Digital, explained to PRODU the details of the alliance, which began with the creation of Historias en vivo for the final match of the Copa Oro, last Sunday, July 26th.
“It is extremely important to offer our content and interact with our current and new audiences on their favorite platforms. Our digital and social team is testing out different types of contents, creating experiences for platforms such as Snapchat or Periscope, so as not to lose the pulse of how audiences interact on the various media”, he stated.
López confirmed that they will repeat the experience on Snapchat and the creation of Historias en vivo for their entire range of programming, including sports events, as well as music and entertainment.
On ad sales, López explained that Univisión has set out integrate advertiser to live content and special events for billennials, demographic group of bilingual millennials. “We will offer viewers 360° programs that include Snapchat, therefore offering users exclusivity and participation, particularly in live events. Snapchat is an avenue to extend our content, which does not replace the experiences we are creating for other platforms”.