Latin America. The Spanish company SunMedia presented Upgrade TV in Latin America. This new solution, developed entirely by SunMedia, allows to capture the attention of Light TV Viewers, a concept that refers to those users who consume content through several devices at the same time, and less than 120 minutes a day of linear TV.
At the same time, it allows measuring the incremental coverage of a digital campaign in relation to a linear TV campaign, optimizing advertising impacts due to its ability to generate strategies with cross-media advertising actions.
In a context in which linear TV has changed, today it is the Online Video that dominates the world of entertainment and the rules of audiovisual consumption have been modified forever. The protagonists of digital consumption are the youngest users who are looking for personalized and interactive content, choosing when and where. Twenty-first century viewers are no longer adapting to TV; it is the TV that adapts to them.
It is in this context that SunMedia develops Upgrade TV, with the aim of guaranteeing campaigns with greater efficiency, better experience and increased notoriety in a context in which linear TV consumption has fallen by 20% in the last 10 years, and where there is already 5% of the population that no longer watches linear television. Video On Demand responds to the need for immediate consumption by offering greater possibilities for personalization and segmentation on those targets that are no longer consuming linear TV.
"The TV of the future is being built and SunMedia has set out to be part of this transformation. This is how solutions such as Upgrade TV emerge, a product that offers advertising activations supported by amplification, qualification and measurement. It is a typology of campaigns aimed at segmented targets with low reach in linear TV. This translates into an increase in coverage and an improvement in affinity than can be achieved with a linear TV campaign. And greater brand recall: 48% of CTV viewers remember an ad compared to 34% of traditional TV," said Indiana Quiñones, Southern Cone Country Manager at SunMedia.
