Media-Buying Firm Will Take Proactive Approach by Laura Martinez -- Multichannel News

June 16, 2010 – 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 marketplace.

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.

"In today's marketplace, people watch every dollar they spend," said Condon.

About REVShare:
REVShare is a TV advertising network that brings the accountability of Internet advertising to TV. Based in Temecula, CA and New York, NY, REVShare was founded in 1989. The company has relationships with more than 1,700 local market television stations, cable systems, syndicators and networks that are willing to provide television time on a results basis. With a customer-oriented team, proven client results, state-of-the-art technology and marketing know-how, REVShare continues to lead the industry in the evolution of television advertising models for the next generation of convergence and interactivity.

For more information on REVShare, please call 1.800.819.9945 or click here.