Telemundo introduces geo-targeting advertising platform


Telemundo“Telemundo+” is a team effort between Telemundo and Comcast Spotlight to build an ad platform that enables marketers to geo-target relevant Hispanic households across multiple screens with English, Spanish or bilingual customized messages on general market cable networks.

It’s being billed as a product of Hispanics at NBCU and has signed several clients upon launch, including Toyota. Hispanics at NBCU offers advertisers an opportunity to reach Hispanics across the spectrum of language and acculturation using marketing and media executions on various NBCU platforms.

Working with Comcast Media 360, a Comcast Spotlight business unit formed to help marketers take advantage of rapidly developing multi-screen advertising opportunities, Telemundo Media has developed a media program to identify high concentrations of U.S. Hispanic households at various acculturation levels. Utilizing this data and Comcast Media 360’s ability to distribute TV, Online, VOD and Mobile advertising to select geographic areas, advertisers are able to effectively and efficiently reach this diverse and growing consumer market.

“As the Hispanic population continues to grow, so does our ability to reach them,” said Dan Lovinger, Executive Vice President of Advertising Sales & Integrated Marketing. “Comcast Spotlight’s breadth of general market cable networks and geo-targeting capabilities combined with the national scope of Telemundo Media increases advertisers’ reach across the full spectrum of Hispanic audiences. This innovative relationship with our parent company provides advertisers the ability to customize their messages for different U.S. Hispanic audiences in a way that has not been possible before.”

Telemundo Media and Comcast Media 360 will measure the effectiveness of the ads by designing, developing and delivering customized studies. The studies will drive measurement beyond traditional metrics to measure the impact of the media strategy.

Hispanics at NBCU is a company-wide initiative aimed at connecting marketers with the fastest growing population segment in the US. This content, sales, marketing and research platform capitalizes on NBCUniversal’s position in the marketplace as the only media and entertainment company with the ability to reach 93% of the Hispanic audience across the full media spectrum – including cable, broadcast and digital – regardless of language. Hispanics at NBCU was launched in the spring of 2011 and follows in the footsteps of NBCUniversal’s existing suite of successful Integrated Media initiatives, including Women at NBCU, Green is Universal and Healthy at NBCU.