How Televisa made its advertising more effective

About TelevisaUnivisión

The union between Televisa and Univision has been one of the most important changes in the Mexican television industry, making it the largest Spanish-language media group in the world. This union not only brings together decades of experience in the industry, but also has an unparalleled potential audience.

TelevisaUnivisión has an ecosystem of platforms that lets them offer clients a wide variety of solutions for their advertising campaigns. This goes beyond traditional television to the digital channel, including its streaming platform. The company's audience is one of its differential values, not only in terms of reach but also in terms of quality.

In TelevisaUnivisión's strategy, market research is fundamental, and data-driven decision-making is one of its main pillars. One of the solutions the media giant uses is the insights platform Zinklar, which lets them demonstrate to clients that the advertising campaigns they run together are working. To learn more about the impact of this solution on the organization, we talked to Juan Antonio Villegas, Market Research Manager at TelevisaUnivisión.

Challenge

Digital transformation is conditioning new buying habits, new lifestyles, and new generations that bring new ways of consuming audiovisual content, all within an advertising market that is itself constantly evolving.

In recent years, companies have looked for the agile growth associated with emerging technology startups. This context has pushed the advertising industry toward a more scientific, data-driven, big-data approach. As Juan Antonio Villegas explains, that implies a higher degree of analysis and expertise, as well as more robust methodologies. In the advertising market, having insights practically immediately allows decisions to be made to optimize campaigns and meet the objectives set.

In this changing context, media groups such as TelevisaUnivisión need to offer brand insights that prove their advertising campaigns work and will achieve their objectives. It's also essential to identify the target, which becomes more complicated as it fragments. For this reason, measuring the performance of each action is crucial for brands.

Solution

TelevisaUnivisión works with different solutions to demonstrate that the advertising actions carried out on its channels work. “Thanks to insights platforms such as Zinklar, we can obtain metrics related to purchase intent or engagement,” says Villegas.

By identifying the client's objectives, TelevisaUnivisión can create a strategy that helps obtain the necessary insights. There are many strategies, and choosing one or another depends on the goals to be achieved.

The Zinklar platform gives Televisa the agility to deliver results in a timely manner and identify the actions that work, those that can be improved, and new opportunities that may arise. All of this offers the media group added value in its sector.

Results

The Zinklar platform has helped TelevisaUnivisión demonstrate the effectiveness of its clients' advertising campaigns. “It's a very simple methodology that allows us to design questionnaires with a structure and logic,” says Televisa's Market Research Manager. According to the expert, “the platform has become part of our daily work because it allows us to work in an agile way, a fact that nowadays adds value in the market research industry.”

Through Zinklar, TelevisaUnivisión can show clients that its advertising pieces are impacting their target audience. “The platform helps us identify if the brand metrics of each campaign and client are having an impact, reflected on the branding side or on the performance side, talking about the sales of their products. All this shows our clients, with data, what they are doing well and what can be improved,” explains Villegas.

Nowadays, he adds, it's not enough to run the campaign; they have to show brands that what they are doing together works, and Zinklar is the tool that has helped them produce these reports. The platform is also very easy to use: “That ease of use is one of the things that generate added value and that we like a lot about Zinklar, because it guides you by the hand. I think it's a competitive advantage in the market because you don't find it anywhere else.”

The functionalities Televisa uses most

Evaluating images of the creatives shown on TV or digitally is one of the things that has helped the team a lot, identifying what is working best in an ad. Video answers are also very useful: they help contrast results and give clients more confidence, offering a testimonial that shows the people answering the questionnaire are real, people who watch television, surf the Internet, and consume audiovisual content.

Televisa & Zinklar success stories

Televisa has several success stories across categories, from soft drinks to retail and e-commerce. With Zinklar, Televisa can demonstrate that each advertising strategy a client entrusts to them generates results, from the most basic awareness objectives to purchase-intent goals or transmitting a specific message. In this way, TelevisaUnivisión proves to brands that their investments really have a return, meaning they are achieving their objectives. “And we can do all of this through Zinklar,” says Villegas.