Case studies
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Apr 05, 2024
ViX: Finding new audiences and driving engagement with Roku
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Roku Advertising
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ViX is the first large-scale streaming service to exclusively serve the Spanish-speaking world. Owned by TelevisaUnivision, ViX celebrates Latin cultures and Spanish-speaking storytellers with an unprecedented 75,000 hours of free and paid premium content across genres including movies, comedy series, novelas, drama series, and children’s content, as well as live news and sports.
The challenge
Today's TV streaming audiences face an overwhelming array of choices. Viewers now have access to 2.7 million individual video titles from nearly 40,000 different sources, according to Nielsen.¹ This explosion of content has increased the average time required to find something to watch to 10 minutes and 30 seconds as of 2023—up more than three minutes from 2019.²
In such a saturated entertainment landscape, ViX wanted to stand out. Their goal was to enhance awareness of their diverse content offerings and simplify the discovery process for new viewers. Recognizing that one in four Hispanic viewers discover programs that represent them through themed collections,³ ViX decided to present a curated view of its diverse programming in a singular, accessible location.
The approach
ViX partnered with Roku to develop a Branded Entertainment Playlist on The Roku Channel. The playlist featured a selection of ViX's original content, telenovelas, talk shows, and soccer — all presented ad-free. Roku put the ViX playlist front-and-center for subscribers, featuring it prominently within Native Ads on the home screen. Additional placements to elevate the brand’s content included The Roku Channel tile and a branded search tile. The month-long activation, coinciding with Hispanic Heritage Month, aimed to facilitate effortless content discovery.
Hover message
Hover message
The branded destination offered a curated glimpse of ViX offerings, including:
ViX Originals such as
Gloria Trevi: Ellas Soy Yo
, a docuseries based on the life of Mexican singer Gloria Trevi.
Telenovelas and dramas such as
Senda Prohibida
and
El Gallo de Oro
.
Talk shows such as
Algo Personal Con Jorge Ramos
, the iconic celebrity gabfest featuring conversations with Spanish-speaking stars.
Sports content: highlights from Liga MX and Champions League Soccer.
The results
Increased viewership and targeted engagement
. The ViX Branded Entertainment Playlist not only attracted new viewers but also significantly increased engagement. The campaign's success was evident in its performance, surpassing Roku's benchmarks by 7% in engagement and 15% in video completion rate.⁴
Analyzing which content resonated most
. Through the campaign analytics provided by Roku, ViX identified the most engaging content types, including sports (Liga MX), docuseries (Ellas Soy Yo) and telenovelas (La Hija Del Mariachi).⁵
Discovery of new audience segments
. Exposure to the Branded Entertainment Playlist revealed new viewers who over-index on award shows and music content, previously untapped by ViX. These insights are now shaping ViX's future campaign strategies.
“Viewers have so many entertainment choices, and we must take bold steps to stand out. This campaign exposed our content to a large audience of TV streamers and provided unparalleled insights into our audience’s preferences. We’re thrilled with the results”
said Mariela Sullivan, Senior Vice President of Marketing, User Growth and Retention, AVOD, Digital Content OTT, at ViX.
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¹
Nielsen
September 2023
² Nielsen State of Play, 2023
³ Nielsen Hispanic Report 2023
⁴ Roku Internal Data, 2023 | Roku benchmark is defined based on the average performance aggregated from all the brands who have run a Branded Entertainment Playlist.
⁵ Roku Internal Data, 2023 | Based on number of clicks on the video
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