I was pleased to catch up with Maria del Pilar Casal, who is Vice President, Asi Studios Strategy, at TelevisaUnivision, a Mexican-American media company that produces and distributes Spanish-language content across a variety of platforms.
Maria and I have a spirited conversation about the evolution of branded content. Maria highlights the importance of authenticity, particularly in targeting the Latino market, and the role of Asi Studios in creating culturally relevant content. She also touches on the integration of shoppable content and the future of shopping as entertainment. She stresses the significance of the Latino consumer in driving growth and the need for brands to tailor their strategies to reach this demographic effectively.
Discussion topics include:
- How branded content has evolved to match consumers’ media consumption habits, including linear television, social media, and streaming.
- The importance of tailoring content to the platform and focusing on the organic story at the heart of the content.
- The disruption of traditional models by bringing creators into the ecosystem and creating content that can live everywhere.
- The importance of targeting Latino consumers and creating a just-right media mix for each campaign.
- The benefits for creators in collaborating with TelevisaUnivision.
- The importance of selecting creators who resonate with the target audience and can speak authentically in culture and language.
- The importance of targeting specific nationalities or ethnic groups in national campaigns.
- The trend of shopping as entertainment and the integration of shoppable content into media ecosystems.
