In just under a half-decade, Canela Media went from the conception of founder/Chief Executive Officer Isabel Rafferty Zavala to rising Spanish-language/bilingual TV player, operating a suite of services reaching U.S. Latinos through smart TV sets, devices and multichannel bundles. For the second consecutive Upfront Week, the company staged an opening day luncheon presentation May 13 at Avra, the popular restaurant across the street from Radio City Music Hall (and setting for Allen Media Group's mid-April gathering).
The Big Message: Count on more innovative opportunities for advertisers to impact U.S. Latinos in the year ahead, via a group of new marketing, technology and data gathering initiatives that complement an expanding lineup of original content. "We've accomplished so much in such little time," added Andres Rincon, Canela's Senior Vice President of Sales. "The reality is we couldn't be here if not for your trust, support and partnership from the beginning."
Hosts: Rincon and Chief Marketing Officer Oswald Mendez oversaw the presentation on behalf of Rafferty Zavala, who was unable to attend.
What Worked: A rare executive roundtable that gave attendees the full picture of Canela's upcoming technology, audience data and programming moves. Encouraging each participant to wax personal about their approach to the Latino marketplace before detailing their respective strategy made the session more intimate and appealing. Kudos to the trio taking part -- Chief Technology Officer Peter Gonzales, Executive Vice President of Research and Insights Brad Dancer and Senior Vice President, Content Verticals Felipe Osorio -- and Rincon for skillful moderating.
What Also Worked: Avra's lunch delicacies, ranging from Greek salad and filet mignon to grilled chicken and lavraki fish. For my tastebuds, Avra has the best grilled octopus anywhere in NYC.
Data Points: Canela.tv, the organization's mothership service, along with dedicated news, deportes/sports, music and kidvid channels, attract 45 million unique visitors each month. That visitor total is projected to top 55 million by the end of 2024. More than 35,000 hours of produced or acquired content is available for viewing.
News: In what may be a first for Spanish-language TV -- and a sign of where things could head for all TV -- Canela will launch a rewards program, similar to strategies deployed for years by credit card, hospitality and travel companies. When the program begins later this year, viewers will earn points for how often they watch Canela services. The more points accumulated, the quicker viewers qualify for cash and gift prizes, or attendance at exclusive events. Advertisers will be invited to integrate the program into their campaigns, as well as provide gifts or sponsor events. Content engagement could jump by more than 40 percent through the program, Gonzalez said. The new family-centric service Canela Familia is expected to premiere this fall, along with lifestyle series Café Con Canela/Canela Café and an event special honoring soccer superstar Lionel Messi. Also on the way: product placement, contextual advertising and interactive messages using artificial intelligence tech, and creation of an audience solutions unit producing first-party research on Latino programming preferences and buying habits.
Parting Words: "I'll be brief and brilliant, and then I'll be gone." -Peter Gonzalez, Canela Media's Chief Technology Officer.
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