Univision’s quest for outcome-driven data and representative measurement – AdExchanger
“On television and videois a column exploring the opportunities and challenges of advanced television and video.
Univision doesn’t just want measurements, it wants representative measurements.
As the first Spanish-language television network (now even bigger after a $4.8 billion merger with Televisa), Univision is well aware of the shortcomings of various measurement companies when it comes to capturing its audience. .
“One of the challenges – or opportunities – for many of the new measurement companies is representation. This is highlighted at Univision because we represent a strong Hispanic community presence,” said Brian Lin, senior vice president of product management and advanced advertising sales at Univision.
Like most TV programmers these days, Univision is exploring measurement alternatives, from aggregating its own first-party data to partnering with new companies that can add color and nuance to its data. For example, through a partnership with data and analytics providers EDO and datafuelX and global media agency Mediahub, Univision tracks the correlation between search engagement data and ads served on Univision.
Lin spoke with AdExchanger about Univision’s goals of making its TV advertising more measurable for marketers.
AdExchange: How does metering change on TV?
BRIAN LIN: In all of advanced advertising, we’ve moved from the traditional panel-based age and gender into the audience world, where we need more data. [to make] television a platform for optimization based on audience and audience definitions.
How does this partnership fit in with the direction advanced advertising is taking?
We take search engagement data from EDO and then forecast that result. It’s one thing to launch a campaign and use search signals to create a result. But it’s another thing to go and predict what might happen and then be able to build a plan and insure against it. [outcome] for brands.
This partnership goes beyond granular television measurement data and proprietary or third-party audience signals. We go straight to the results, and we link that to the inventory. We [can] show brands that we don’t need to define an audience – instead we’ll find more search results for you.
What types of brands and advertisers do you plan to work with?
We looked into [several] verticals, including telecommunications, and insurance companies that are very results-oriented. And then, of course, [there’s] a number of direct-to-consumer and direct-response brands that really want to gather and synthesize these signals.
Do you expect to encounter difficulties in implementing this new knowledge?
Representation is so important in a media landscape [that takes] a panel approach. We want to make sure that any new measurement companies we partner with have very strong representation [in addition to] solid methodology.
This goes into a lot of the work we do in aggregating our first party data and partnering with different data providers to compose our household graph… [and] solidify this representation of the Hispanic community.
Is there room to get into CTV, or is this initiative strictly linear?
This initiative has been beta tested on linear only, [but] we plan to transfer that to CTV. [At] Univision, we want to be cross-platform by design. One of our fundamental principles of innovation is to fight against aggregation.
Fragmentation continues to occur in the TV ecosystem, so it’s important that we focus on merging metrics and looking at all of these platforms holistically.
What else has Univision built in the past year?
A lot has happened for Univision in the last year, thanks to Google’s investment in Univision [via a deal that spanned Google Cloud and YouTube] when our new management arrives [to build out our] household graph.
We merge as many signals as possible to help advertisers and agencies achieve their marketing goals. We take a data-driven approach, whether it’s audience-based optimization or the results-based optimization we see here through this partnership.
What’s on the horizon for 2022?
Commitment. Improving ad effectiveness through interactivity can take the form of new ad formats and [even] new partnerships.
We also focus on precision. [We want to] use our programmatic insights to ensure the right message is displayed in the right place in front of the right consumers interested in these advertisers. Maximizing ROI for our clients can come in the form of addressable TV, dynamic ad insertion, CTV targeting [or] first-party data integration.
This interview has been edited and condensed.