• by David Goetzl , April 22, 2009

Looking to jump-start sales on its Web platforms, Univision is turning to a service that allows advertisers with limited budgets to place banner ads online -- by doing little more than uploading a logo and typing in a credit card number to pay.

Similar to what SpotRunner has done with TV and CBS Outdoor with billboards, advertisers can visit a site and select from a library of ready Spanish-language creative that's germane to their business -- be it used-car sales or sushi delivery. They can then customize a template by adding contact info, altering text or changing coloration.

Next would be selecting banner sizes and entering a daily budget to place the media buy. Advertisers can geo-target ads to run only in certain DMAs. And the service provides them with reports, allowing them to track results and modify buys.

The ads can run just on Univision.com, or an assortment of other sites owned or affiliated with Univision, such as a Spanish-language NFL online locale. Univision also operates sites for its Galavision and TeleFutura networks and its string of owned-and-operated local stations.

The CPM for a national run-of-site buy on Univision.com is $12. Ads running on the site in just New York, Los Angeles or Miami -- areas with heavy Hispanic concentrations -- carry $16 CPMs.

Univision has branded the self-serve opportunity Univision Interactive Self-Service, powered by Seattle-based AdReady, which provides a similar opportunity to a range of other well-known sites.

Kevin Conroy, who heads Univision's interactive business, said the new offering "will accelerate Univision's ability to bring new advertisers online and serve them more efficiently."

In 2008, Univision reported $42.5 million in net revenue for its interactive media operations -- a figure that was down slightly from $46.3 million in 2007. Those figures include dollars from mobile businesses.