Vevo is looking to widen its footprint in the Hispanic market by adding Univision to its content distribution and ad sales network.
The music video site—a joint venture between Universal Music Group, Sony Music Entertainment and Abu Dhabi Media Company—has begun delivering video content to Univision, which plans to feature videos from various Latino artists on several of its Web sites. A likely candidate is Música, the all-music site Univision launched last week.
Like its other distribution partnerships, which include CBS and AOL, Vevo will handle all advertising sales for this deal, while Univision will handle programming.
According to David Kohl, Vevo’s evp, sales and customer operations, the Univision partnership is part of an aggressive play by Vevo to leverage its growing Hispanic audience for brands. Among Vevo’s 49 million unique users tracked by comScore in September, 8 million were Hispanics, he said.
As a result, over the summer Vevo landed dollar commitments from several advertisers specifically seeking its Hispanic demographics, including Toyota and Warner Bros. Pictures, per Kohl. “This will make it that much more exciting for them,” he said.