Cable interconnect Adlink works to build Targeted TV

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While Adlink, the cable interconnect for the five-county Los Angeles market, has attracted interest from national advertisers for its 7-month-old Hispanic sales plan, it needs to educate hesitant marketers to this new path to reaching the region's 6.9 million estimated Hispanics, admitted Vicki Lins, VP-marketing.

When Adlink created an internal Hispanic sales division this year, it added two Hispanic cable networks, Galavision and Fox Sports World Espanol, to its 39 other channels, a number of which have high Latino viewership.


Adlink is touting its digital transmission technology that allows it to feed English-language commercials with Spanish voice-overs and tags within the Designated Marketing Area during its presentations to agencies. Adlink calls the service Targeted TV.

Since the Los Angeles DMA is "too demographically diverse, we've broken the L.A. market into 77 different subsections with similar demographics," she said.

Adlink also provides voice-over and copywriting staff to translate English-language spots into different Spanish-language fare for the same commercial. It can air different spots from the same sponsor simultaneously in different neighborhoods.

Verizon Communications, Nissan North America and Toyota Motor Sales USA have signed on for Targeted TV, Ms. Lins said.


Sofia Escamilla, media buying supervisor for La Agencia De Orci, Los Angeles, which handles Verizon, said the initial Adlink flight was part of an extensive local campaign.

"We wanted to use cable because we know it reaches men who watch sports on Fox Sports World Espanol and Galavision, plus cable's rates were right for our budget," said Ms. Escamilla.

Ms. Lins said sales have been slow because the division started up "in the second half of the year when budgets were pretty much decided.

"It's an education process showing advertisers the value of cable vs. broadcast and the value of cable to Hispanic households in Los Angeles," she said.

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