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Univision Taps AOL’s One for Programmatic Buys

Of all of the headlines to come out of upfront week in New York in mid-May, the biggest may have little to do with what’s set to appear on any Hispanic-targeted media network in the next 12 months.

Univision Communications — the top dog in the U.S. Hispanic market — said it will employ the One by AOL: TV platform to power its programmatic ad-selling effort. The self-service platform will give media buyers and clients access to the company’s entire inventory — including its new fall shows — via an automated, data-driven apparatus.

Using ONE will give Univision clients the ability to place advertisements across the company’s networks — including the Univision and UniMás over-the-air networks, as well as cable channels Galavisión and Univision Deportes — at “scale,” the company said. Programmatic buys via the platform will be available starting in the fourth quarter.

“With just a few clicks, UCI clients will be able to generate a media plan within AOL’s open, transparent platform that takes into account real-time audience attributes and campaign learnings beyond traditional TV buying metrics,” the company said in a May 16 statement. “UCI marketers will also gain a clearer view of valuable audience buying opportunities with complete inventory and pricing transparency, allowing them to better plan, purchase, and measure their TV ad investments. 

“Advertisers will have full control over their own data and will be able to leverage AOL’s proprietary first-party predictive targeting tools and advanced third-party TV targeting segments,” Univision said. “With AOL’s automated data exchange, otherwise complex processes are streamlined, time to market is reduced and workflow efficiency is improved.”

The AOL programmatic pact “unlocks for marketers the hidden value” in Univision’s inventory, the company said.

Univision is excited to offer clients “a new self-serve linear TV buying experience that will help make their media dollars work harder – and smarter,” Univision Commuincations president of advertising and marketing Keith Turner said. “We are constantly looking for innovative ways to help our clients meet and exceed their marketing goals. Our agreement with AOL empowers advertisers to customize data-driven targeting and buying plans, making it easy for clients to execute ad buys and measure results.  Programmatic ad buying is the logical next step for UCI.”

The programmatic move puts more of an onus on clients to consider Univision’s properties when making their multicultural media buying and planning decisions. Traditionally, the industry has fought to grow its share of advertising dollars and expand its core constituency of clients by taking the lead on demonstrating the value Spanish-language television brings to brands.

Programmatic has emerged as a key advertiser solution in an environment where rich user data across a variety of delivery platforms is now essential information for locking in inventory.

“We already sell our digital inventory programmatically,” Turner said. “The One by AOL: TV self-serve platform gives linear TV a similarly competitive footing. We are bringing to life a more holistic and simplified view of marketing spend and measurement across all screens — beyond just TV.”