Univision Communications, the Hispanic media company in the US, is joining Nielsen’s Addressable TV platform beta programme. Univision will leverage Nielsen’s solution to evaluate the performance of test addressable ad campaigns enabling the company to assess how the solution performs with current procedures and systems.
This move is part of Univision’s overall strategy of bringing advanced targeting capabilities to Spanish-language media, building on its long tradition of delivering targeted Hispanic audiences.
“We firmly believe the use of audience targeting will accelerate and be easier with the development of industry-wide solutions such as Nielsen’s Addressable TV platform,” said Steve Mandala, president of Advertising Sales and Marketing at Univision. “Our goal is to continue to bring best-in-class audience targeting solutions to advertisers for their Advanced TV needs and work with industry-leading companies to do so. While the consumer we deliver to advertisers is already ‘addressed’ through language and culture, we are excited to work with Nielsen for this addressable TV technology test.”
“With the upfronts taking a new form, targeting and advanced TV tools are even more important to make informed sales strategy decisions. With our Addressable TV platform, Nielsen stands ready to help the media industry unlock the full value of their commercial minutes and deliver addressable, relevant ads to consumers nationwide,” said Kelly Abcarian, General Manager, Nielsen Advanced Video Advertising. “Having Univision join our beta programme will give us increased visibility and insights into the addressable opportunities that exist among broadcast TV, especially for the Hispanic market. We look forward to Univision’s collaboration and valuable feedback.”