Canela Media, a leading multicultural media technology company, has announced a strategic partnership with Pixability, the industry leader in AI-driven advertising on YouTube. The collaboration marks a significant step toward helping brands connect with Hispanic audiences in the United States more effectively by merging Canela Media’s vast OTT (over-the-top) data ecosystem with Pixability’s proprietary YouTube advertising capabilities. Together, the companies are introducing the first unified, data-powered solution designed specifically to engage U.S. Hispanic viewers on YouTube, further enhancing Canela Media’s OTT partner offerings.
The announcement follows a recent Nielsen report showing that Hispanic audiences are driving a major shift in streaming behavior. According to the study, Hispanic viewers spend 55.8% of their television time consuming streaming content, compared to 46% for the general population. The data also reveals that Spanish-language dominant Hispanic audiences dedicate 20.9% of their viewing time to YouTube, nearly double the 12.8% recorded for the general population. This growing consumption trend highlights YouTube’s vital role in Hispanic media engagement and underscores the importance of culturally relevant advertising strategies.
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“Combining our extensive reach and premium Hispanic audiences on OTT through Canela Audience Solutions with Pixability’s proprietary YouTube capabilities will enable us to reach bilingual and bicultural consumers in more culturally relevant environments without sacrificing precision,” said Chechu Lasheras, Chief Strategy Officer at Canela Media.
Canela Media’s Audience Solutions platform stands as one of the most accurate and expansive databases for U.S. Hispanic audiences, covering over 76 million unique devices and generating more than 20 million unique identities. Through this new partnership, advertisers will gain the ability to extend their OTT campaigns seamlessly into YouTube’s ecosystem. By leveraging Pixability’s advanced AI-driven curation agent, known as Pixie, brands can identify the most relevant YouTube content to enhance reach and engagement.
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This integrated solution can be activated across all YouTube ad formats, including skippable, non-skippable, bumper ads, shorts, and long-form videos. It aims to deliver improved performance metrics across key areas such as view-through rates, brand lift, and conversions. Advertisers will also be able to hyper-target Canela.TV’s YouTube channels, further enriching Canela’s existing OTT partner network with enhanced cross-platform targeting precision.
“This partnership brings together two leaders who are reaching Hispanic audiences at scale on the most engaging platforms,” said David George, CEO of Pixability. “Integrating Canela Media’s consumer graph with our unmatched YouTube contextual data will give brands a first-of-its-kind way to extend Hispanic OTT campaigns to YouTube at scale and is a great complement to our Inclusive Media Initiative.”
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