REVShare, the Temecula, Calif.,
and New York-based TV-advertising network, is determined to heighten its
business pitch to serve the fast-growing and underdeveloped Hispanic television
Rather than including
Spanish-language networks in media buys at a client's request, REVShare will be
proactive in suggesting Hispanic buys, according to new CEO Brendan Condon.
"This time, our approach will
definitely be more proactive, as we feel that the continued growth of the
Hispanic market offers an opportunity that has not met its fullest potential,"
Condon told Hispanic TV Update.
Founded in 1989, REVShare
distributes advertisers' commercials across a network of 1,700 television
properties, including cable systems, syndicators and national affiliates. Although
Condon declined to disclose the specific number of Spanish-language stations
the company works with, "the REVShare Spanish-language marketplace grew by 137%
from 2005 to 2006," according to its Web site.
Unlike other ad networks, REVShare
employs a performance-based advertising model, which means the cost of media is
directly proportional to the level of consumer response: no consumer response,
no cost of media.
This model is increasingly
attractive, as online advertising has proven its effectiveness and marketers have
demanded similar models of accountability and efficiency, said Condon, a former
Time Warner Inc. executive.
today's marketplace, people watch every dollar they spend," said Condon.