For a television network operating in 2017 and beyond, cross-screen planning, forecasting and measurement capabilities are more important than ever.
That’s one reason why Univision Communications has forged a partnership with Videology, a software provider for converged TV and video advertising.
With Ad Perceptions in February 2016 noting that more than 60% of advertisers believe the majority of TV buying will be done programmatically in the coming years, Univision calls the collaboration a pathway toward leveraging opportunities in audience-based selling. It also provides Univision with the ability to deliver data-driven solutions for clients seeking to connect to Hispanic consumers, the company says.
Steve Mandala, Univision’s EVP/Advertising Sales, commented, “Our partnership with Videology will offer a state-of-the-art platform that enables automated capabilities for clients, therefore offering advertisers a wide array of new opportunities to attract the Hispanic consumer using cutting-edge digital technology.”
Specifically, Univision will leverage Videology’s Advanced TV software to enable greater automation and advanced data-targeting capabilities. The partnership is set to focus on planning, execution, optimization, and measurement of Univision’s television campaigns.
“We’re delighted to be working with Univision in helping them bring advanced TV solutions to their advertisers,” said Videology CEO Scott Ferber. “Advertisers and agencies are increasingly interested in applying advanced and first-party data to all their cross-screen video campaigns, including television. Our partnership with Univision helps ensure that the important Hispanic consumer base is included in this growing trend.”