Mobile Marketing Watch: Univision Division Uses Cross-Platform Initiatives for Unique Audience

Oct 12, 2015

By Jessica Tym

Univision Digital tells MMW that the company has taken on tackling a big problem and will try to find how to scale real-time viewing experiences to an audience who demands them.

Univision Digital’s audience is highly mobile, spending 36% more on smartphones than the general population, and nearly double the live TV viewership of the next media company (91% of viewers watch live in primetime, as compared with 56% for NBC).

Univision Division is capitalizing on these unique characteristics by challenging its app development partner, Screenz, to enable a higher scale, functionality, and gamification across a robust suite of second-screen experiences.

Over the past few months the company has announced several initiatives that cater to the “billennial”, or bilingual millennial, audience.

Univision Digital Innovations to inform and entertain their audience of 18+ million through cross-platform and cross-screen initiatives:

  • Snapchat Partnership – Snapchat is creating a series of Live Stories around Univision events, which began with a U.S. vs. Mexico soccer friendly this year that generated 7 million unique engagements in a 24-hour period.
  • Conecta – Engagement with the app provides viewers with the chance to become the “4th Judge” for “La Banda,” real-time polling, and the ability for fans to create their own band. This will give the viewer the chance to appear on television as a “hologram judge.”
  • UniNovelas – App features include real-time dashboard with polls and predictors and a curated news feed for “Antes Muerta Que Lichita.”

Source: Mobile Marketing Watch

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