Urbina noted that, because the company controls the UX and content product, it creates a unique experience and opportunity for them to do anything from simple brand integrations to sponsorships and creating joint stories with partners, developing storytelling that aligns with the advertiser’s values.
“There’s tremendous potential around brand integration and we’ve had a lot of positive feedback from advertisers around the format both in the U.S. and Mexico,” Urbina said. “We’re excited to bring these new formats to scale in the market for the first time.”
He added that there will be vertical-video advertising as brands have leaned into social, whether it’s on TikTok, Instagram Reels, or YouTube Shorts, which will likely come to fruition in Q2.
“They can own or co-own the intellectual property with us, and we can help them bring that to market at scale,” Urbina said.
According to Urbina, the main goal is to engage audiences in a big way.
“The entirety of our 25 million Hispanics that are getting touched by our digital properties are going to get exposed to this, and we want to deliver great content that we’re uniquely positioned to deliver. That’s our mission, No. 1, to inform and entertain Hispanics. That’s where we started, [and] advertisers will be able to leverage that.”