Univision joins Nielsen linear addressable TV beta program

Thursday, May 7th, 2020
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Univision Joins Nielsen For First Linear Addressable TV Platform Beta Program

NEW YORK — Univision Communications Inc., the leading Hispanic media company in the U.S., today announced that it is joining Nielsen’s Addressable TV platform beta program. 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 program 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.”

Univision will leverage the beta program to gain insight into the interoperability of Nielsen’s platform which is designed to simplify and enable the addressable TV buying and selling process by unlocking national inventory impressions at scale. In addition, it will help manage the company’s addressable TV inventory, leading to additional commercial opportunities. For marketers, addressable impressions will deliver increased opportunities to reach consumers with more targeted advertising. To help further facilitate future transactions, the company will provide advertisers with both linear and addressable TV impressions using a single platform and measurement source.

Addressable TV has long been hailed as the future of television advertising, bringing digital’s targeting, data and control to television’s unrivaled reach and impact. Nielsen’s Addressable TV solution 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. This is Nielsen’s latest step in delivering a comprehensive solution that works for the entire media ecosystem — from broadcasters to agencies and advertisers to consumers. Nielsen announced the launch of its Addressable TV Platform beta program with seven leading broadcasters earlier in the year.