Telemundo Media and Comcast Spotlight today announced a new advertising platform, which is called Telemundo+, that lets marketers geo-target Hispanic households across multiple screens with English, Spanish or bilingual messages.
Telemundo+, a product of Hispanics at NBCUniversal (NBCU), has signed several clients upon the program's launch, including Toyota. Hispanics at NBCU offers advertisers the ability to reach Hispanics across different languages and cultures using marketing and media executions on various NBCU platforms.
Working with Comcast Media 360, a Comcast Spotlight business unit, Telemundo Media 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 target a 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 and integrated marketing, Telemundo Media. "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."
Now that the targeted ads have been launched, Telemundo Media and Comcast Media 360 said they would measure the effectiveness of them by designing, developing and delivering customized studies. The studies were designed to drive measurement beyond traditional metrics to measure the impact of the media strategy.
"The ability to supplement an advertiser's national marketing effort with an overlay that is well suited to the demographics of a selected geographic area, down to the neighborhood level, supported by custom analytics, is another way we're able to bring innovation to the advertising community,” said Andrew Ward, group vice president, Comcast Media 360.