Canela Media and Pixability Partner to Expand Hispanic Audience Reach on YouTube, Combining Proprietary Data and OTT Capabilities to Drive Scaled Results

Canela Media announced a strategic partnership with Pixability, the leader in AI-driven advertising on YouTube. The two companies together will create the first data-powered, unified solution to reach Hispanic audiences in the U.S. on YouTube, expanding Canela Media’s robust OTT partner offering. The news follows Nielsen’s recent report that the time that Hispanic audiences spend consuming streaming content on TV has increased significantly, out-pacing that of the general population. Hispanic audiences spend 55.8% of their TV time streaming content vs. 46% for the general population, while the Spanish-language dominant Hispanic audience spends 20.9% of their TV watching time with YouTube specifically, vs. 12.8% for the general population.

“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’s Audience Solution is the most accurate and precise U.S. Hispanic database, with an unequaled scale of 76M unique devices generating 20M+ unique identities. By combining access to this audience with Pixability’s agentic curation agent, Pixie, advertisers can seamlessly extend their OTT campaigns onto YouTube, identifying the right Youtube content to enhance reach.The new solution can be activated across all YouTube ad formats (skippable, non-skippable, bumpers, shorts, long-form), driving performance across all key metrics including view-through rates, brand lift, and conversions. The solution also includes the ability to hyper-target Canela.TV’s YouTube channels, complementing Canela Audience Solutions’ already robust OTT Partner roster.

“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.”