Univision is the latest major media company to launch its own mini ad network. In this case, the company is looking to replicate the ad-network model in the less-cluttered Spanish-language market.
To that end, Univision has formed Univision Partner Group, a collection of Spanish-language Web sites from the U.S., Latin America and Spain that reach a significant U.S. Hispanic audience. Univision will be able to sell advertising across these partner sites, which include a range of content venues such as entertainment-oriented Caracoltv.com, news-focused Perfil.com, sports-minded Tycsports.com and business-centric Ambito.com.
Univision has tapped technology company Adify to power the network and Quattro Wireless to handle the mobile version.
With the rollout of the Univision Partner Group, the company is borrowing a formula from MTV Networks (Tribes) and Martha Stewart Living Omnimedia (Martha’s Circles), which have scoured the Web for content sites and blogs that reach a similar audience to their core properties, but lack their own ad sales operations. The sell to advertisers is that these vertical networks offer more targeted, well-lit content environments compared to typical thousand-site long-tail ad networks.
Univision said its publishing partners have complete control of which ads run on their sites. Plus, these sites will potentially have access to smaller, local advertisers via a new self-serve platform powered by third-party vendor AdReady.