Telemundo Launches Digital Out-of-home Network
Hispanic digital content producer Telemundo’s Station Group has added digital out-of-home capabilities to its Conexion sales platform.
Called “Telemundo en tu Mundo,” it launches as the largest digital out-o- home network serving the U.S. Hispanic market, according to Miami-based Telemundo, and was developed to provides an innovative method of reaching the active Latino consumer in their world. The network functions as a lifestyle medium and offers a myriad of marketing opportunities for advertisers, including new package and product launches, test marketing, and price point advertising.
“We are the only major Hispanic media and marketing organization offering this opportunity to advertisers,” said Enrique Perez, SVP, sales at Telemundo Station Group. “By creating custom content for marketers, we have the unique ability to bring a new level of engagement to consumers at the moment when purchasing decisions are being made.”
Advertisers can leverage the network to reach active consumers in over 200 Hispanic-centric supermarkets, 800 retailers, 2,000 Metro Buses and major entertainment arenas. As part of the program, Telemundo’s local and national content will be integrated with custom video and audio content, as well as other relevant data, created for each venue. Advertisers have the option to integrate content nationally or to geo-target content across local markets.
“Digital out-of-home networks are being adopted by brand marketers because they engage target consumers in captive locations for extended periods of time,” said Patrick Quinn, CEO of PQ Media, a Stamford, Conn.-based custom media research firm. "Strong secular trends that are negatively impacting the traditional media economy have actually had a positive impact on the digital out-of-home network industry, as consumers spend more time outside their homes, commute longer to work, use ad-skipping technology and multitask with various media throughout the day.”
Although U.S. advertising spending experienced a sharp decline in 2009, digital out-of-home video networks remained among the fastest-growing media and will continue on an upward track through 2014, according to PQ Media’s “Global Digital Out of Home Media Forecast 2009-2014.” Ad spending on U.S. digital out-of-home networks grew in 2009 to $1.4 billion, as spending in four of the five venue categories tracked by PQ Media grew during the year. Digital out-of-home networks are expected to generate compound annual growth of 8.7 percent in the 2009-2014 period, reaching $2.13 billion and adding more than $700 million in ad spending to this emerging industry.
Telemundo Communications, a division of NBC Universal, produces and distributes Spanish-language content across its multi-platform portfolio to U.S. Hispanics and audiences around the world. These platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, and news and sports events reaching 93 percent of U.S. Hispanic viewer in 210 markets through its 15 owned and operated stations, 45 broadcast affiliates, and 800 cable affiliates; mun2, for bicultural Hispanics in the United States, reaching over 30 million U.S. TV households nationwide on digital and analog cable, satellite and free television; and Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms, including mobile devices and www.telemundo.com