DORAL, FLA. — Since January 31, it is without question the biggest media company serving Spanish-speaking audiences in the world. Now, TelevisaUnivision has made a move designed to turbocharge its data, currency and cross-platform audience measurement — another sign that Nielsen data alone isn’t enough in today’s linear and digital combined viewing environment.
At an event on “Currency Collaboration” held early Tuesday (6/21) at the Cannes Lions International Festival of Creativity in France, VideoAmp announced that the ad measurement and optimization platform has inked a new partnership with TelevisaUnivision.
It allows the owner of Canal 5 and Las Estrellas in Mexico; and the U.S.-based Univision, UniMás, Uforia audio brand and ViX, its fast-growing OTT platform; to use VideoAmp data to power its advanced advertising options.
“Through this partnership, TelevisaUnivision will connect VideoAmp’s data to its Hispanic household graph to power its planning, targeting, cross-platform measurement and currency solutions, which will enable advertising partners to better reach and connect with the rapidly growing U.S. Hispanic audience,” the West Los Angeles, Calif.-based VideoAmp said.
“Representation and accuracy are crucial in today’s data-driven media ecosystem, and in working closely with our team over the last several months, VideoAmp has made significant strides to ensure their dataset and methodologies precisely capture U.S. Hispanic audiences,” said Dan Aversano, Senior Vice President of Data, Analytics and Advanced Advertising at TelevisaUnivision. “We’re thrilled to expand our partnership with VideoAmp and deliver even more sophisticated targeting, optimization and cross-platform capabilities for our clients to engage with the Hispanic community.”
VideoAmp President Michael Parkes added, “This is an incredibly exciting partnership for us. Advertising subsidizes people’s access to information and entertainment so it’s important to ensure the three-way value exchange between advertisers, publishers and consumers works. A large part of getting this right is accurately measuring diverse audiences, especially Hispanics across the U.S. The marketplace is ready for change and we are excited for the opportunity to completely revolutionize the media landscape alongside partners like TelevisaUnivision.”
TelevisaUnivision in May 2022 launched the industry’s “first-ever” Hispanic household data graph in a move it says is designed to solve “the inequities that are causing U.S. Hispanics to be vastly underrepresented in current data sets.”
Today, the graph represents 85% of households and growing, TelevisaUnivision says.
