Univision is the latest major media company to launch its own mini ad network—though in this case the company is looking to replicate the ad network model in the much less cluttered Spanish-language market.
The company announced on Monday (Nov. 30) the formation of Univision Partner Group, a collection of Spanish-language Web sites from the U.S., Latin American and Spain which reach a significant U.S. Hispanic audience. Univision will be able to sell advertising across these partner sites, which include a range of content sites such as the entertainment-oriented Caracoltv.com, the news-focused Perfil.com, Tycsports.com and the business-centric Ambito.com.
Univision has tapped the technology company Adify to power the new network and Quattro Wireless to handle the mobile version of the network.
With the rollout of the Univision Partner Group, the company is borrowing a formula from companies like MTV Networks (Tribes) and Martha Stewart Living Omnimedia (Martha’s Circles)–which have scoured the Web for small to mid-sized content sites and blogs that reach a similar audience to the media company’s core property, 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 says its publishing partners have complete control of what ads run on their sites. Plus, these sites will potentially have access to smaller, local advertisers via a new self service platform powered by the third party vendor AdReady.