Reaching Gen Z Hispanic audiences
Urbina emphasized that Hispanic Gen Z consumers, who currently represent a quarter of the total Hispanic market, are the audience the company wants to reach.
“We know they engage with our content already on social media platforms through vertical video in very large numbers,” Urbina said. “So we think it’s an amazing opportunity to engage with them for longer periods of time on ViX.”
Mobile viewing is also expanding the way the company reaches its audiences.
“The opportunity is to catch this audience on a different device at a different moment in time and engage with them in a different way,” Urbina said. “Before, we may have been doing that through a social media platform and having a very fleeting engagement with them. They could get a video, share it, like, or comment on it, but now, we can actually capture it and deliver these episodic formats that are very addictive once you get them hooked on it.”
He said there is a lot of shareability in ViX’s new microcontent and is excited about the potential around “memeable moments.”
Opportunities for advertisers
Former TelevisaUnivision ad sales chief Donna Speciale, who stepped down in early June, previously told ADWEEK the company was receiving positive feedback and excitement from clients about microdramas.