Roku Partners With TV Azteca to Sell FAST/AVOD Ads in Mexico

Roku and TV Azteca Aug. 31 announced a strategic partnership that will enable third-party brands and agencies to more easily purchase TV streaming advertising on the Roku platform in Mexico through TV Azteca.

“The collaboration with TV Azteca increases our reach in the market and is a significant step to expand our growing ad sales business in Mexico,” Mirjam Laux, VP of international advertising at Roku, said in a statement. “Working with TV Azteca … helps us to accelerate our advertising business and create more impactful marketing.”

Already working with TV Azteca on content distribution and now expanding into advertising, Roku continues to grow its streaming device, connected TV, soundbar business in Mexico, through third-party ad partnerships and by working directly with advertisers and agencies on branded content opportunities and ad formats.

Roku launched its first streaming devices in Mexico in 2015. In 2022, it launched its advertising business in Mexico, in parallel with the launch of its own ad-supported streaming service: The Roku Channel. The Roku Channel is a free streaming channel available on Roku devices that offers users access to thousands of movies and TV episodes, including Roku Originals.

“Our vision is to be more than just a broadcaster; we aspire to be a strategic partner and a one-stop shop for advertisers,” said Benjamin Salinas Sada, VP board of Grupo Salinas, the corporate parent of TV Azteca. “The integration of several CTV platforms, including Roku, gives us the opportunity to offer a solution that addresses the constantly evolving demands of the modern market.”

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Tubi to Launch in Mexico With TV Azteca

Ad-supported VOD service Tubi Jan. 21 announced it will expand its service into Mexico later this year in collaboration with TV Azteca, one of the largest producers of Spanish-language television programming in the world. As part of the deal, TV Azteca will offer advertising sales for Tubi in Mexico and promote the service to its audience via online and other platforms.

In addition, some of TV Azteca’s titles will be made available to Tubi viewers in Mexico, including “Exatlón Mexico,” “MasterChef,” and “Lo que La Gente Cuente,” among others.

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Separately, Tubi is partnering with Chinese TV manufacturer Hisense  and its Vidaa platform to be the exclusive connected TV partner in Mexico. As part of its partnership, Tubi will be pre-loaded and placed on the Vidaa TV homepage with content also listed in the “Vidaa Free” section of the platform — as well as their dedicated “free content” button found on their remotes. Tubi will also be supported in-store with retail promotion this year.

“We’re thrilled to collaborate with a world-class partner and, together with TV Azteca, launch a new free streaming home to some of Mexico’s most celebrated television franchises,” Tubi CEO Farhad Massoudi said in a statement. “Our expansion into Latin America is just beginning and we look forward to announcing additional territories in the future.”

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“As part of TV Azteca’s transformation towards the future, we are looking forward to enhancing our distribution and make the best television productions available to a broader audience via Tubi,” said Alberto Ciurana, chief content & distribution officer for TV Azteca.

“Providing users with access to the best free content locally in every market and from all over the world is one of the key goals of our platform, and Tubi is a great partner for this,” said Guy Edri, EVP of business development for Hisense’s Vidaa platform.

In September 2019, Tubi announced viewers streamed more than 132 million hours of content — a 40% increase since May — and the service will launch in the U.K. in 2020. In addition to Hisense televisions, Tubi is available on Android and iOS mobile devices, Amazon Echo Show, Google Nest Hub Max, Comcast Xfinity X1, Cox Contour, and on OTT devices such as Amazon Fire TV, Vizio TVs, Sony TVs, Samsung TVs, Roku, Apple TV, Chromecast, Android TV, Xbox One, and PlayStation 4. Consumers can also watch Tubi content on the Web at www.tubi.tv.