Univision Opens its Uforia Brand to All Audio and Music

So why would a company with such a rich history in radio and music launch a brand under any name other than Univision amp160President of Univision Radio Jesus Lara said the Uforia moniker with a U from Univision in there allows the company to tap into its brand equity and relationships with Hispanics while also uniting local stations digital media and music under one cohesive umbrella that can offer listeners and brands new opportunitiesamp8220Across digital brands tend to become highly fragmentedamp8221 Lara explainedamp160 amp8220We felt that in order for us to best represent our entire portfolio at both the local and national level we needed to have a unifying brandamp8221As part of the Uforia Audio Network launch Univision is refreshing the mobile app and adding new features for listeners and advertisers amp160Recently Uforia announced an audio innovation partnership with Napster and unveiled a newly enhanced and redesigned Uforia app that is amp8220Powered by Napsteramp8221 creating a more personalized streaming experience amp160Along with live station streams and expansive playlists this spring Univision plans to add its podcasts to the app amp160In recent months Univision has made podcasts a top priority partnering with podcast producer reVolver to create shows as well as producing originals with its own talent amp160amp8220Weamp8217re very bullish on podcastsamp8221 Lara said amp8220Podcasting is going to give our overall audio strategy a boostamp8221Across its markets Univision is encouraging its local and network radio and TV to create podcasts that align with their interestsamp160 Uforia will showcase those efforts amp8220Podcasting allows a lot of our talent to go deep into content verticals that they may not be able to expand on linear radioamp8221 Lara notedamp160Radio reaches 96 of Hispanics weekly giving Uforia a large platform to start Univisionamp8217s radio properties reach about 145 million listeners a week while another 22 million Hispanics listen to its digital platforms the company says amp160With US Hispanics representing 27 different nationalities Lara said creating the Uforia Audio Network allows Univision to expand its content offerings and appeal to more listeners than it can on AMFM radio amp160On the Uforia app for instance Lara said the company can be a little more experimental with formats and new artists without disrupting the venerable Univision brand amp160amp8220On linear radio we have four primary buckets regional Mexican Latin pop AC and a few English language stations But on Uforia we can create playlists of Latin jazz or Latin rock or new artistsamp8221 he explainedamp160 amp8220The constraints in programming disappear on an app like Uforia giving us the opportunity to showcase developing and emerging artistsamp8221To burnish the Uforia brand this summer Univision is staging starstudded amp8220Uforia Music Seriesamp8221 concerts in seven cities amp160amp8220In order to have a proper brand and music strategy we needed to incorporate live eventsamp8221 Lara explained noting that Hispanics overindex on spending on live concerts amp160This yearamp8217s events include both established artists like Banda MS J Balvin and Karol G as well as emerging stars including Rauw Alejandro and Alex FernandezWhile the Uforia mobile app has been available since 2013 Lara acknowledges it will take time for the expanded brand to take root amp160To communicate the changes to consumers Univision is rolling out a multiplatform marketing campaign across radio digital and its events amp160For added exposure Laraamp8217s team is also working closely with Univisionamp8217s local radio and TV stations to create segments spotlighting Uforiaamp8220Whenever we have access to a compelling music entertainment story weamp8217ll be producing it and making it available to the local news teamsamp8221 he said While they embrace the Uforia tieins Univisionamp8217s radio stations arenamp8217t giving up their own local branding onair online and at eventsAt the same time Univision sellers are actively communicating new opportunities to the advertising community amp160On the relaunched app marketers will be able to choose from an expanded menu of ad solutions including digital audio inventory and preroll video and choose from audio inventory preroll video and sponsorships and takeovers amp160amp160Brand campaigns could be tied to a market a station or a playlistThe new app advertising capabilities are just a piece of Uforiaamp8217s capabilities Lara said The Uforia Audio Network offers advertisers a wide menu of audio including podcasting radio live events or musicrelated content on local and network TV amp160The variety is designed to attract more small and midsized advertisers and in theory to draw more ad dollars overallamp160amp8220With all these consumer touchpoints across our platforms we can create bespoke solutions for any marketeramp8221 Lara concluded amp160amp8220Anyone who wants to play in the Latin music space or speak to Hispanics we can find a solution for them that meets their needsamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Univision Opens its Uforia Brand to All Audio and Music

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Alli Romano

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Univision Opens its Uforia Brand to All Audio and Music

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