Univision multi-screen advertising initiative
Univision Communications, a media company serving Hispanic America, has unveiled a new media planning and buying initiative that empowers its advertisers to execute interactive video ads across all devices. Base Media Plus allows television advertisers to run ads on TV, desktops, smartphones, and tablets all with just a single media buy. Multi-screen video ad platform provider Mixpo will be the technology partner delivering this capability to the network, supporting Univision’s multi-screen vision and ensuring execution simplicity.
“It is exciting to see a major broadcast network packaging and promoting interactive video ads across all digital screens – desktops, smartphones, and tablets – with TV advertising,” says Anupam Gupta, President and CEO of Mixpo. “With Mixpo’s technology, Univision’s advertisers, who already have access to 97 per cent of America’s Latino audiences, will be able to launch more effective integrated video campaigns and measure their campaign results. It’s just the beginning of more convergence between TV and online video strategies.”
As media multitasking increases, the opportunity to advertise across screens and across devices becomes an advertising imperative. Univision’s platforms are already proving this engagement – so far this year, its digital video streams have increased 37 per cent compared to last year, totaling 118 million.