SEATTLE, WA--(Marketwire - Aug 9, 2012) - Univision Communications, the leading media company serving Hispanic America, announced an innovative new media planning and buying initiative that empowers its advertisers to execute interactive video ads across all devices. Base Media Plus allows television advertisers to run ads on TV, desktops, smartphones, and tablets all with just a single media buy. Multi-screen video ad platform provider Mixpo will be the technology partner delivering this capability to the network, supporting Univision's multi-screen vision and ensuring execution simplicity.
"It is exciting to see a major broadcast network packaging and promoting interactive video ads across all digital screens -- desktops, smartphones, and tablets -- with TV advertising," says Anupam Gupta, President and CEO of Mixpo. "With Mixpo's technology, Univision's advertisers, who already have access to 97 percent of America's Latino audiences, will be able to launch more effective integrated video campaigns and measure their campaign results. It's just the beginning of more convergence between TV and online video strategies."
The partnership between Mixpo and Univision represents a pivotal turning point for media planning, buying and campaign management through interactive multi-screen video ads that leverage existing TV spots. By removing the complexities of delivering ads across TV, computers, smartphones, and tablets, Univision is giving brands and agencies the infrastructure and operational simplicity to execute deeply engaging campaigns the way consumers experience them. As media multitasking increases, the opportunity to advertise across screens and across devices becomes an advertising imperative. Univision's platforms are already proving this engagement -- so far this year, its digital video streams have increased 37% compared to last year, totaling 118 million.
"Univision launched this new multi-screen approach to better serve advertisers with content tie-ins that span the network's TV, radio, online and mobile platforms. This 360-degree approach is what clients demand in today's media environment," says Charlie Echeverry, EVP, Digital Sales, Univision. "Mixpo is uniquely qualified to deliver the functionality we need to best serve our advertisers."
Mixpo-enabled video ads can run on desktops, smartphones, and tablets. Engrossing interactivity can be added, turning each video ad into an immersive, social experience for greater viewer engagement and ad performance. Its online platform empowers existing production resources to deliver the video ads advertisers demand at scale, customizable and brand identity-aligned. Mixpo provides all the reporting needed to gauge and react to campaign performance -- from ad engagement and completion rates to brand uplift measurements.
For more information about Univision Base Media Plus, please visit the Mixpo Blog.
Digital streams source: Univision.com, YouTube, Hulu, July, Kargo and GoTV (Funware) Digital Video reporting January-June 2011 and January-June 2012
About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; TeleFutura Network, a general-interest Spanish-language broadcast television network reaching 88% of U.S. Hispanic households; Univision Cable Networks, including Galavisión, the country's leading Spanish-language cable network, as well as Univision tlnovelas, a new 24-hour cable network dedicated to novelas, Univision Deportes Network, a new 24-hour cable network dedicated to sports and a suite of six cable offerings -- De Película, De Película Clásico, Bandamax, Ritmoson, Telehit and Clásico TV; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company's platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, a network of national and local online and mobile sites including Univision.com, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.univision.net.
Mixpo provides Media Companies, Brand Advertisers, and Agencies with an online, self-service platform that enables the creation of interactive, multi-screen video ads at scale. Media Companies use Mixpo's platform to seamlessly extend TV campaigns across all of their digital properties -- websites, mobile sites, and apps. Advertisers and Agencies use the platform to generate immersive, brand-rich video ads with unprecedented speed and ease. Mixpo's platform delivers the broadest and deepest array of video ad campaign reports available so Media Companies, Brand Advertisers, and Agencies can readily plan and act on campaigns with informed confidence.
Mixpo, Inc. was founded in 2007 and is headquartered in Seattle, with offices in New York, Boston and Victoria BC. To learn more, visit www.mixpo.com or follow Mixpo on Twitter.