TelevisaUnivision Enters the Streaming Self-Service Trend

TelevisaUnivision has hopped on the bandwagon of self-serve streaming, following a trend that’s gaining steam in connected TV advertising. The TV publisher recently announced that its streaming inventory can now be accessed through the self-serve platform provided by fullthrottle.ai, a company specializing in ad planning and activation.

According to Brian Lin, TelevisaUnivision’s SVP of product management and advertising, the goal of this collaboration is to make it easier for high-value advertisers to bid on streaming ad opportunities that cater to US Hispanic audiences. The partnership includes an ad bidder aimed at enhancing both targeting and measurement to drive better performance.

In an increasingly performance-oriented landscape, the focus is on data quality, says Amol Waishampayan, co-founder of fullthrottle. More connected TV publishers are embracing self-serve buying options to meet the demand for easily accessible streaming supply that is data-driven, ensuring that premium media investments yield results that match those of digital ad channels like search and social.

This shift towards self-serve buying is seeing traction among small and midsize businesses, including mid-market indie agencies. These platforms simplify targeting and measurement by streamlining campaign workflows within a single interface. By partnering with fullthrottle, TelevisaUnivision aims to enhance targeting accuracy and business outcomes, leveraging first-party data and data clean room technology to refine campaign targeting at the ZIP code level.

Fullthrottle boasts a 90% match rate accuracy using first-party data and offers an attribution product that connects purchase data with streaming campaigns to help brands decipher campaign impact on sales. Paired with self-serve buying, TelevisaUnivision anticipates that higher data quality and improved attribution will help buyers optimize their campaigns and achieve better performance results.

One such agency, Drako Media Group, foresees improved campaign outcomes with Hispanic audiences thanks to this self-serve offering. The agency, which was previously navigating separate linear and programmatic activations, now has the targeting and activation tools it needs in one self-serve ad platform. This integration allows for more thoughtful planning that aligns with a brand’s reach and frequency expectations without overwhelming viewers, ultimately reducing inefficiencies such as overspending.

In conclusion, TelevisaUnivision’s strategic efforts to enhance ad buying, targeting, and performance are aimed at attracting more marketers looking to connect with Hispanic audiences through efficient and effective campaigns.