Mark Lopez
Lopez has played an integral role in enhancing Univision’s sales efforts and results since joining the company early last year from Google. Under his leadership, Univision has become the number one Hispanic multiplatform web property. Lopez also launched the Conecta app, one of Univision’s most successful second-screen experiences to-date. “By its very nature, multiscreen keeps us on our toes,” he says. Lopez and his team will continue to focus on building a digital cross-screen company that is connected to an increasingly important multicultural millennial demo.
What does the multiscreen experience looks like in 3 years?
While multiscreen is in its infancy right now, within the next three years, we’ll see these strategies evolve, on both the brand and publisher side, to create a more cohesive and engaging experience. Understanding of the content consumption lifecycle become invaluable as the number of potential touch points increases creating incremental activation opportunities for brands. The story will become more holistic across channels, creating a deeper consumer connection and richer, more dynamic viewing experiences.
How do you keep yourself and your team engaged and informed on the changing multiscreen universe?
We as a team need to be particularly flexible and aware of the ongoing changes in the multiscreen universe, since multicultural millennials – our primary audience – are digital early adapters as compared to the general population. By its very nature, multiscreen keeps us on our toes. We’re constantly testing, learning and adjusting our strategies due to the fast-moving nature of the space, whether it’s understanding a new form of measurement that helps us to deliver the best content in the best possible manner, or navigating across a variety of different topics concurrently – like general news, the elections or entertainment – and being aware of which content works best on what screen, and how it should be deployed. We’re always inventing and learning, and we’re in constant conversation with our audience about what is working.
To what degree will measurement factor into multiscreen monetization in 2016?
Measurement is a very important component – it helps in understanding user behavior – but it also presents a unique challenge for multiscreen. While we already have Nielsen ratings for television and viewability for digital video, there is no singular currency that can capture all multiscreen initiatives. In 2016, we want to help and create a common currency across screens that also captures social, second screen and other amplifications strategies.
