CANNES — Any media owner will claim to have a good on-the-ground understanding of its audience. But now TelevisaUnivision is taking that to the air.

The Hispanic-focused media company is expanding its footprint with retail media partnerships as well as travel media partnerships, such as with United’s new Kinective Media Network.

In this video interview with TVREV co-founder Alan Wolk for Beet.TV, Fernando Romero, SVP, U.S Digital Advertising Sales, TelevisaUnivision, explains how it works.

Merging Data Powers Kinnective Media Platform

United Airlines recently launched its Kinective media network.

‘The World’s Most Addressable TV Screen’? United’s Kinective Takes Flight: Richard Nunn

TelevisaUnivision is partnering with Kinective in several ways. The company is putting its content, such as its ViX property and unique programming, on United’s in-flight entertainment systems, to engage with Latinos and US Hispanics.

“We were partners with them from a content standpoint, and we were also partners with them from a transactional standpoint to grow the ViX footprint and subscribers,” Romero says.

“We’re going to continue to grow that partnership also by lending our data on behalf of their data and really merging the two to really power their Kinective media platform.”

TelevisaUnivision’s audience is important to travel companies because they over-index in terms of the number of flights per year, the number of people that travel per group, and purchasing power, Romero explains.

Romero says commerce media delivers return on ad spend (ROAS) by integrating brand dollars with transactional dollars to create commerce at the backend.

Celebrating What Unites While Understanding What Defines

TelevisaUnivision reaches 80% of US Hispanics on a monthly basis.

It celebrates what unites US Hispanics but also understands what defines them individually, which gets taken down to a local level.

“The top 10 markets, top 20 markets, we have local footprints from a radio station perspective, but also from an on the ground activation perspective,” Romero says.

“We give back to the community, try to understand those different nuances where it’s going to be education, voter reform, or other programs that will continue to kind of elevate US Hispanics specifically on the market by market basis.”

You’re watching “Traveler Media Takes Off,” a Beet.TV Leadership Series presented by Kinective Media by United Airlines. For more videos from this series, please visit this page