At its upfront presentation later today, Azteca America will unveil new technology to integrate linear and digital video account planning, and it claims to be the first U.S. broadcaster to do so.
Azteca America, wholly owned by Mexico's TV Azteca, will partner with Google's DoubleClick and inventory management platform Furious Corp. to build the Hispanic Audience Platform (HAP). It is expected to be up and running later this year.
"The Hispanic Audience Platform creates an incredible opportunity for marketers to reach a diverse, growing and highly valuable audience in a targeted way more than ever," said Court Stroud, evp, network sales and digital.
Azteca America trails other U.S. Hispanic networks Univision and Telemundo in ratings and reach. It has more than 40 affiliates across the country including in the top 5 markets of New York, Los Angeles, Chicago, Philadelphia and Dallas. But its parent company is one of the largest producers of Spanish-language content in the world.
As broadcasters know all too well, audiences, especially younger viewers, are not finding their favorite programs on TV alone. Azteca hopes the HAP will ensure that brands' investments will reach their audience in a more effective way across multiple platforms.
"Azteca is leaping ahead of many of its larger competitors by ensuring they have the tools and technology to plan, optimize and deliver cross platform video, ensuring greater transparency, and higher ROI to advertisers," said Furious Corp. founder and CEO Ashley Swartz.
Azteca America has long been a provider of multi-platform advertising solutions for clients, including through product integration.