Univision Communications announced a new media planning and buying initiative that empowers its advertisers to execute interactive video ads across all devices. Base Media Plus allows television advertisers to run ads on TV, desktops, smartphones, and tablets all with just a single media buy. Multi-screen video ad platform provider Mixpo will be the technology partner delivering this capability to the network, supporting Univision’s multi-screen vision and ensuring execution simplicity.
The partnership between Mixpo and Univision represents a pivotal turning point for media planning, buying and campaign management through interactive multi-screen video ads that leverage existing TV spots. By removing the complexities of delivering ads across TV, computers, smartphones, and tablets, Univision is giving brands and agencies the infrastructure and operational simplicity to execute deeply engaging campaigns the way consumers experience them. As media multitasking increases, the opportunity to advertise across screens and across devices becomes an advertising imperative. Univision’s platforms are already proving this engagement – so far this year, its digital video streams have increased 37% compared to last year, totaling 118 million.
“Univision launched this new multi-screen approach to better serve advertisers with content tie-ins that span the network’s TV, radio, online and mobile platforms. This 360-degree approach is what clients demand in today’s media environment,” says Charlie Echeverry, EVP, Digital Sales, Univision. “Mixpo is uniquely qualified to deliver the functionality we need to best serve our advertisers.”
Mixpo-enabled video ads can run on desktops, smartphones, and tablets. Engrossing interactivity can be added, turning each video ad into an immersive, social experience for greater viewer engagement and ad performance. Its online platform empowers existing production resources to deliver the video ads advertisers demand at scale, customizable and brand identity-aligned. Mixpo provides all the reporting needed to gauge and react to campaign performance – from ad engagement and completion rates to brand uplift measurements.