Univision is launching an online ad network designed to help advertisers better connect with US Hispanics. Called Univision Partner Group, it will encompass its own properties as well as third-party publishers based in the US, Latin America and Spain and will feature "a collection of premium Spanish-language websites and mobile web publishers handpicked by the Univision editors."
The network will give companies targeting Hispanic audiences the ability to control their campaigns and monitor their earnings in real time, writes MediaBuyerPlanner. The Univision Partner Group is working with Adify, Quattro Wireless and AdReady to help deliver ads across the network. Publishing partners will have complete control over which ads run on their sites, and the sites in the ad network will potentially have access to smaller, local advertisers via AdReady’s new, self-service platform.
Other Efforts
The ad network from Univision complements similar initiatives launched recently by Yahoo and the Orange Advertising Network to target this demographic. Last month Yahoo introduced a Spanish-language mobile homepage, Mobile en Español, available on more than 1,900 mobile device models. In addition to mobile search, Spanish US and global news, email and social networking connections, it also provides marketers with "a variety of mobile advertising opportunities and formats."
In a separate effort, Orange Advertising Network - an ad sales house in Europe that is home to 20 Hispanic publishers - brought its network to the US with new ad tools, customized branded entertainment and direct-response campaigns. Its network also includes the starMedia portal, Spil Games and El Mundo online, one of the biggest newspapers in Spain.
Growing Force
A wealth of research statistics support the growing presence of digitally savvy Hispanics. The online US Hispanic population reached a record 20.3 million visitors in February 2009, according to comScore, Inc., which noted that the Hispanic online demographic is expanding more than 50% faster than the overall US online population. Hispanics now make up 11% of the total online population.
Another survey, from ARAnet and ORC, noted a similar increased use of online sources for news and information among the college educated, Hispanics and those making more than $100K per year, compared with the general population.
