Univision Signs On To Project OAR Consortium
Univision has joined Project OAR, the consortium of American media companies created to establish a common technology for dynamic, addressable advertising management for TV.
Univision will serve as a member of the primary steering committee dedicated to creating a standard by which all parties in the TV ecosystem can collaborate and unite on addressable advertising. Other steering committee members include: AMC Networks, Comcast NBCUniversal, Disney, Discovery, Comcast’s FreeWheel, Fox, Hearst Television, E.W. Scripps, WarnerMedia, ViacomCBS, Xandr and U.S. smart TV company Vizio.
“As we continue to evolve the company under new leadership, Univision is proud to join Project OAR and to work with such preeminent media companies to meet the needs of brand partners in a changing media landscape,” says Donna Speciale, Univision president of advertising sales and marketing. “Together as an industry, we are helping to advance addressable TV advertising, deliver relevant experiences for all consumer audiences and present new advertising opportunities for marketers.”
Univision says Project OAR will offer it “the ability to deliver new and innovative ad products and solutions across its … Spanish-language television portfolio including broadcast networks Univision and UniMás, as well as cable networks TUDN and Galavisión.”
“We’re excited to build on the addressable momentum in 2021 with the addition of Univision to the OAR consortium,” said Adam Gaynor, Vizio vice president of network partnerships and head of addressable. “Univision will help advance opportunities for Spanish-language media, ultimately unlocking addressable at scale while building on the company’s tradition of delivering relevant and targeted experiences to Hispanic audiences.”
The Open Addressable Ready standard helps optimize ad inventory and leverage unsold and underperforming inventory, while also highlighting how to target different demographics and specific regions with localized ad content. In early 2020, members of the consortium began testing measurement and technical specifications for the management and delivery of addressable ads.
Project OAR also kicked off market trials in the second half of 2020 using OAR to deliver more relevant advertising experiences within linear and on-demand formats on smart TVs.