Count Univision In For Addressable TV Platform’s Beta Test


MIAMI — The nation’s leading Hispanic-focused media company has joined the Addressable TV platform beta program being conducted by Nielsen.

Univision Communications‘ inclusion in the test is designed to give the company’s TV stations performance assessments of addressable ad campaign, allowing it to judge how the Nielsen tool performs with current procedures and systems.

The move, Univision says, is part of an overall strategy of bringing advanced targeting capabilities to Spanish-language media.

Driving the effort at Univision is President of Advertising Sales and Marketing Steve Mandala, a familiar face at Upfront gatherings and with the Association of National Advertisers’ AIMM group.

“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,” Mandala said. “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.”

Instead of a traditional Upfront presentation on Tuesday in Midtown Manhattan, Univision will conduct a livestream event for marketers and media at 3pm Eastern. The hourlong event, Univision: Here For Our Community, Here For Our Partners, features a “business update” from Mandala, and how “America’s Hispanic Superbrand” is delivering results now “and is uniquely poised for the future.”

This is followed by a 30-minute research presentation from Nielsen Global Head of MROI Matt Krespik and Univision EVP/Research, Insights & Analytics Roberto Ruiz.

“With the upfronts taking a new form, targeting and advanced TV tools are even more important to make informed sales strategy decisions,” said Kelly Abcarian, Nielsen’s GM of Advanced Video Advertising. “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. Having Univision join our beta program will give us increased visibility and insights into the addressable opportunities that exist among broadcast TV, especially for the Hispanic market.”

For marketers, addressable impressions are one of the top desires in recent years — something Radio is now seeing through the controversial “ZoneCasting” NPRM in front of the FCC’s Commissioners.

Nielsen says its Addressable TV platform “enables TV networks, for the first time, to independently control and operate addressable campaigns at scale across their vast premium video inventory — changing the dynamic around addressable and enabling it to reach full scale while creating an ecosystem where marketers can maximize their TV ROI.”