While the People’s Choice Awards had long been owned and produced by Procter & Gamble, “We wanted to make it new young and fresh in E!’s voice. And we recognized that if we just did it in the linear space it really wouldn’t be new and fresh. So we had to use our partnerships to offer marketers even greater opportunities for their content they were doing with us,” Molen says.
In this interview with Beet.TV at CES 2019, she explains how NBCU custom builds programs for marketers that span various channels and platforms in “one cohesive plan.” At the awards ceremony, Ebay sponsored backstage views while Subaru had a commanding presence near the red carpet, as Variety reports. Metro by T-Mobile sponsored a “live look-in” of a music performance by Rita Ora that garnered 2.3 million social media views—an audience that was 90% composed of 18-24-year- olds, according to Molen.
“So it’s that kind of impact that we’re looking to help marketers make by distributing their content wherever the consumer is. On Telemundo, we see this all the time.”
NBCU has social partners that include Snap and Twitter, while its Social Synch offering makes it easy for brands to reach audiences across various social media platforms.
“We sell all of our content, even if it’s distributed across other people’s platforms,” Molen says. “We give our marketers one cohesive plan, making it very easy for them to buy.”
She draws a parallel between premium content and most of social media because “that’s where the conversation is around premium content and long-form content.” Her conversations at CES include improving the commercial experience so that consumers enjoy the content better “but they also engage more deeply around a marketer’s brand.”
Some advertisers are rediscovering the value of premium content, having seen “a lot of shiny objects” and had issues with certain platforms. “Working with NBCUniversal we can give them the things that they need in data, in distribution, in commercial innovation, in ROI and attribution.”
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>The 500,000-square-foot Telemundo Center houses “eight studios the size of eight football fields and newsrooms to create all of our original content for Telemundo and beyond,” says Laura Molen, EVP, Lifestyle & Hispanic Advertising Sales Group, NBCU.
In this interview with Beet.TV, Molen, who took over Telemundo last year, explains the company’s Hispanic market dominance along with its total market approach to programming that includes news, live events and the upcoming 2018 World Cup Russia.
Telemundo Center is now home to Telemundo Network, Telemundo Deportes, Noticias Telemundo, Telemundo Studios, the Universo cable channel, Telemundo International and its digital operations, according to Forbes.
“It’s not a surprise that the U.S. Hispanic market is the biggest growing market,” says Molen. “In most industries, the U.S. Hispanic is making up if not all most of the growth of the products.”
She cites research done in conjunction with IPG’s Magna unit showing that a total market approach that uses English-language ads across networks and platforms isn’t the best way to reach Hispanic consumers. According to the research, 71% of bilingual Hispanics in the sample chose to watch Spanish-language content, while 61% of Hispanics said that total market ads did not resonate with them, as MediaPost reports.
“What we’ve heard from marketers is that it’s expensive” to research and target Hispanics, says Molen, adding that Telemundo has held some 400 meetings in the last four months to explain the breadth of NBCU’s resources.
Some marketers that opted for a total market approach in which Hispanics had been included in “just our regular group…found it wasn’t working with them because it’s a very different mindset, it’s a different culture. And so they feel like they’ve gone too far back.”
Telemundo offers what Molen describes as a “true total market approach to premium content.” For retailer Target, that involved a televised awards program with a feature titled Red Alerts in English on E! and in Spanish.
“It is doing incredibly well. Target is so happy with the program and more and more marketers are asking us to come up with total market” solutions, she says.
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