October 1st, 2012
Telemundo Media to Offer Bilingual Approach to Advertisers
By TANZINA VEGA
New York Times
In a move to increase its reach with both English- and Spanish-speaking Hispanic consumers, Telemundo Media will announce on Monday a new advertising platform in conjunction with Comcast Spotlight, an advertising unit of Comcast. The initiative will be called Telemundo Plus and will allow advertisers to show ads in either language throughout the NBCUniversal, Comcast and Telemundo networks.
A major part of the strategy includes extracting the vast amounts of user data the companies own, said Andrew Ward, group vice president of Comcast Media 360, a division of Comcast Spotlight. Mr. Ward said the company was able to combine subscriber data with third-party data like voter registration files and census data, as well as data from companies like Experian, which collects credit scores, and Polk, which collects automobile data.
For now, advertisers will be able to specify an audience by neighborhood, but the aim is to approach the same level of precision available to marketers who run digital campaigns.