Omnicom, TelevisaUnivision team up to expand Hispanic audience ad reach

Omnicom Media Group has inked a deal with TelevisaUnivision to leverage the Spanish-language media company’s household data graph, which will help Omnicom expand its reach to Hispanic consumers in the U.S.

Specifically, Omnicom will integrate the household data into its Omni ID identity solution. The product uses data clean room technology to maintain consumer privacy while helping advertisers more precisely target a specific demographic or audience.

TelevisaUnivision unveiled its Hispanic identity graph in May, its goal to improve multicultural audience visibility in the advertising market. The company boasts its data set is the “biggest and most accurate” representation of U.S. Hispanics.

Building on its coverage, TelevisaUnivision in June struck a deal with VideoAmp to tie in the measurement company’s audience metrics to TelevisaUnivision’s Hispanic household data set. TelevisaUnivision also plans to tap into Nielsen One measurement beginning in 2023.

Dan Aversano, SVP of data, analytics and advanced advertising at TelevisaUnivision, said the partnership with Omnicom is a “critical milestone underpinning our steadfast commitment to ensuring data is inclusive and representative of diverse audiences.”

“By integrating TelevisaUnivision’s data graph into Omni ID, we’re confident that OMG’s vast roster of clients will be able to engage U.S. Hispanics in a more effective way that will drive meaningful business results and ROI,” he stated.

“Enabling this advanced identity solution via Omni ID translates to a powerful first-mover opportunity for Omnicom clients,” stated Kelly Metz, North America managing director of advanced TV at Omnicom Media Group.

Identity as well as ad transparency are hot topics in the advertising space. Speaking at Advertising Week NY last month, Metz pointed out ad buyers currently don’t have the visibility they need to ensure ads run in the right environment.

TelevisaUnivision and Omnicom’s data pact is indicative of how the Hispanic demographic has become increasingly relevant for both advertisers and media distributors. Nuestra.TV CEO Alberto Pardo told Fierce Video earlier this year Hispanics represent 62 million of the total U.S. population – roughly 80% of whom are bilingual.

More Hispanic viewers are shifting from traditional MVPDs to streaming-only consumption, according to Horowitz Research. TelevisaUnivision this year established itself as a streaming player with the launch of free streaming service ViX and premium subscription service ViX+.