During the 2023 IAB NewFronts, the company unveiled a new content strategy and originals, including the return of Secretos de Villanas and its spinoff, Secretos de las Indomables.
Canela Media, a leading, female and minority-owned technology driven company committed to redefining digital media experiences for the Latino community, announced its plans for the coming year at the 2023 IAB NewFronts which included the roll out of Canela Connect, a proprietary data solution for advertisers, and the evolution of Canela Studios’ content strategy, that will include over 2,000 hours of original content for 2023-24. Originals will include Season 2 of its popular series Secretos de Villanas and its spinoff, Secretos de las Indomables.
The announcements were made by Canela Media’s executives Isabel Rafferty Zavala, Founder and CEO, Oswald Méndez, Chief Marketing Officer, Andrés Rincón, Senior Vice President of Sales East and LatAm Regions, and Matt Montemayor, Senior Vice President of Sales West and Central Regions.
Canela Media is expanding its content strategy with Canela Studios, a best-in-class production team where brands are not only able to be seamlessly integrated with Canela’s original productions, but they also have the opportunity to create exclusive branded content aligned to their messaging helping them connect authentically with multicultural audiences.
“Canela Studios has evolved since we first launched Canela Media and this year we are achieving a major milestone to have original productions across every single content vertical and audience segment plus our ability to deliver branded content solutions for our advertisers, all with a fantastic in-house production and development team,” said Zavala.
Canela Media continues to find and elevate the voices of Latino creators, talent, and producers, putting front and center the biggest and most beloved Latino celebrities. This includes new series launches and over 2,000 hours of original content including:
Canela News (daily), ¡PONLE CANELA!, 40 original movies in development exclusively for Canela.TV and 12 new original productions including Secretos de las Indomables and Secretos de Villanas Season 2.
Canela Music will continue to give a voice to Latino artists who would not otherwise have the opportunity to shine and for brands it’s an opportunity to connect with Canela’s passionate audience and everything it has to offer from music collections and playlists.
Canela Kids, now available through a FAST channel and stand-alone app will feature SúperEllas and Club Mundo Kids.
Canela Deportes, home to sports-obsessed Latino fans, is challenging the status quo by ensuring balanced representation of both female and male athletes and talent across every sport and original production. Some of Canela Deportes’ content offering include 100% Futbol, El Score, Live Sports with the Major Arena Soccer League [MASL], Dominican Republic Baseball League and Canela Boxing, and Campeonas.
In addition, Canela Media keeps elevating Hispanics while challenging the status quo in everything that they do, now through Canela Connect, providing advertisers unprecedented OTT scale and an expanded content strategy, making Canela Media the video leader in multicultural.
To enhance performance for advertisers, Canela Connect is centered on an OTT first approach that helps identify U.S. Hispanic audiences in English and Spanish language OTT platforms. Canela Connect is a proprietary data solution that provides unprecedented OTT scale for advertisers to reach U.S. Hispanics, thanks to the direct connections that Canela Media has with Roku, Samsung, Vizio, FreeTV and many more.
Canela Connect harnesses the power of data gathered across Canela Media advertising ecosystem to achieve unmatched scale. Canela Connect identifies U.S. Hispanic audiences with increased precision through our OTT first party deterministic data collected over time across our Canela Media platforms, driving reach across our extended premium OTT partners with more granular measurability. Canela Connect and the power of Canela Media’s expanded OTT audience scale will provide brands a potential to reach over 50 million uniques.
“We’re committed to disrupting through data and content, while connecting with communities authentically,” said Isabel Rafferty Zavala, Founder and CEO of Canela Media. “Our goal is to continue to innovate not just in the content we produce for our audience, but in how our advertising partners can reach the U.S. Hispanic audience with more precision and across the OTT ecosystem beyond our platforms, regardless of the language in which they consume content.”