Telemundo Media Introduces New Ad Platform with Comcast

MIAMI: Telemundo Media has unveiled Telemundo+, an advertising platform set up in collaboration with Comcast Spotlight, the ad-sales division of parent company Comcast.

The platform will enable advertisers to geo-target relevant Hispanic households across multiple screens. The messages are customized in either English, Spanish or can be bilingual. Several clients have already singed up, including Toyota.

"As the Hispanic population continues to grow, so does our ability to reach them," said Dan Lovinger, the executive VP of advertising sales and 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."

Andrew Ward, the group VP of Comcast Media 360, added, "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, the senior VP 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."