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Television

Comcast Media 360 & Telemundo Introduce Geo-Targeting Ad Platform

Telemundo Media announced Telemundo+, an advertising collaboration between Telemundo and Comcast Spotlight — the advertising sales division of its parent company Comcast — to build an unprecedented advertising platform that enables leading marketers to geo-target relevant Hispanic households across multiple screens with English, Spanish or bilingual customized messages on general market cable networks.

Telemundo+, a product of Hispanics at NBCU, has signed several clients upon the program's 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.

Added Andrew Ward, Group Vice President, Comcast Media 360, "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."

"The Telemundo+ campaign gave us a terrific opportunity to improve perceptions and illustrated how offline engagement drives online behavior -- underscoring the combined power of the Telemundo and Comcast Media 360 platforms," said Brett Dennis, Senior Vice President and Chief Media Communications Officer of Conill, Toyota's Hispanic agency. "When we approached the team at Comcast and Telemundo about designing this program, their forward-thinking approach in creating a scalable yet targeted platform was precisely the kind of solution our clients demand to drive business results."

Hispanics at NBCU is a company-wide initiative aimed at connecting marketers with the fastest growing population segment in the United States. This content, sales, marketing and research platform capitalizes on NBCUniversal's unique 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.

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