Azteca to Enable Integrated Linear and Digital Video Planning by Q4 2015
What: During its Monday nights Upfront presentation in New York City, TV Azteca announced the creation of the Hispanic Audience Platform, a new tool that will deliver integrated cross-platform planning to advertisers. Azteca also announced the acquisition of a Turkish Global Hit series "KAÇAK" as well as an array of new sports programming centered on soccer targeting the Mexican-American audience.
Why it matters: Azteca claims to be the first broadcaster in the U.S. to implement a platform that enables to integrate linear and digital video planning.
Azteca celebrated its upfront on Monday night in New York City's Best Buy Theater (Times Square). Court Stroud, EVP of Network Sales and Digital, announced the creation and launch of The Hispanic Audience Platform (HAP), a new tool that will enable truly integrated, cross-platform planning and deliver higher ROI to advertisers and clients. Azteca will be the first broadcaster in the U.S. to implement this type of platform by fourth quarter of 2015 enabling integrated linear and digital video planning.
The new platform is the result of a partnership with global digital content leaders, Google and Adobe. Azteca revealed its new collaboration with Google DoubleClick and Furious Corp., the creators of PROPHET, a cross-channel planning and optimization platform.
Tonight we are proud to be presenting our most ambitious programming line-up which reflects our long-term strategy of delivering compelling, quality content and programming.
Additionally, Azteca announced its new alliance with Adobe in the development of Adobe’s Audience Manager Suite. Azteca has teamed up with the leading publisher of audience data management, powering the network’s audience segmentation and insights.
More about the 2015 TV Upfronts: Upfronts: Broadcasters Aim to Keep Hispennials Watching, while Agencies Crave Measurement
Azteca America, a wholly owned subsidiary of Mexican broadcaster TV Azteca, S.A.B de Cv., one of the two largest producers of Spanish-language content in the world, announced its 2015-2016 programming line-up at its annual upfront presentation in New York at the Best Buy Theater. On the heels of a successful season to date, reaching over 21 million total viewers, Azteca presented its most ambitious programming slate, featuring an exclusiveLiga MX soccer line-up, “La Hora Ganadora” (The Winning Hour), a new hour of interactive family entertainment, a global novela sensation and updated returning favorites.
“Last year, I made a commitment to our advertisers and partners to deliver new executive leadership, a new Azteca Station Group, a stronger brand, more solid programming and innovative partnerships,” said Manuel Abud, President, CEO, Azteca America (photo) “One year later, we have delivered on those promises, made impressive strides and achieved significant milestones. Tonight, we are proud to be presenting our most ambitious programming line-up which reflects our long-term strategy of delivering compelling, quality content and programming that keeps our audience engaged.”
“Our ‘Viernes Fútbolero’ (Friday Night Fútbol) sports franchise has become appointment television for our audience delivering major ratings success for our network and our clients,” stated Court Stroud, Executive Vice President, Network Sales and Digital, Azteca America. “This upfront season we continue to innovate and deliver the most value and maximum ROI to our agencies and clients through expanded, cutting-edge, on-air brand integrations, digital content marketing and creative branded entertainment solutions.”
Enrique Perez, Executive Vice President, Azteca Station Group, added, “Over the last year we have invested in resources and expertise in our local markets to create a bonafide station group which will better serve our communities. We are providing an improved platform for distribution and in collaboration with our partners, we will continue to execute national marketing opportunities with local extensions designed to best connect our advertisers and marketing partners with their desired consumers.”