This is a Programmatic digest podcast.

In this podcast the guest is Isabell and the

conversation is about Canella media.
She has a focus on the Latino market so she started her career working with the big
broadcasters Univision Telemundo feeds to see how the Latino audience was acting
and reacting to the technologies. After that, she launched her second company called
movies media which was a data-focused company in mobile trying to identify Latinos
beyond language and got acquired by a public traded company called preset Rihanna
company for three years but due to lack of high-quality content she had to launch a
platform for streaming fully dedicated to the Latino audience. Then she launched
canella in May 2019. The watch streaming increased by 200% month over month
people were streaming from an average of two to three hours. Latinos are early
adopters of technology; we know they’re streaming a higher percentage than many
other groups that they are in. Few of the clients wanted to reach Latinos in an authentic
way; we want to add value we not only want to throw our message saying come buy our
products but we want to also provide something back to them. So, we came together
with a plan that we realized worries avoiding the market and working target at that value
and one of them was representation in the screen. There are very few representations
of Latinos overall who are underrepresented on the big screen but then if you look at
subsegments one of them is Afro Latino. Afro Latinas are very hard to find content that
is like an incredible opportunity. It was very different to bring an Afro Latina to the
screen and make it the main series right before it became the most beautiful series in
Canella and it was an absolute hit. She also added; I think we’re in a really good
position because of that ownership of data already we’re readily focusing on very
specific audience segments. In the end, she mentioned three things you want them to
remember about other Cannella media or about how to reach US Hispanic audiences or
multicultural audiences that is you have to be very strategic in how you reach the
audiences, and if you want to win you have to be able to push boundaries. Serve the
audience so see where there are opportunities because there are so many opportunities
right now how to serve better and be authentic and I think with those if you are able to
really think that way there’s a huge opportunity to make your brand stand out and then
also rewards are huge because you’re going after a market.