Highlights from the Horowitz Associates Conference

Last Wednesday, hundreds of media and agency executives descended upon New York’s Hilton for the 8th Annual Horowitz Multicultural Media Forum. Below are some of the Highlights from the meeting:
 
Peter Blacker, SVP Digital Media, Telemundo gave a presentation outlining key strategies to promote growth in Hispanic digital media. He emphasized the importance of building strong media partnerships, consulting one’s target directly over relying too much on data, and role-playing to put oneself in the target’s position.
 
Horowitz Associates’ VP of business development Adriana Waterston gave a presentation outlining trends and presenting data on multicultural media consumption. Some of the key takeaways from her presentation were that 64% set-top penetration in Hispanic households, the highest of any group including Whites; 37% of Latinos would like to have more Hispanic programming (Source: Horowitz Associates' State of Cable and Broadband Urban Markets 2008 study).
 
Alberto Ferrer, managing partner and director of direct+digital marketing at the Vidal Partnership and Terri Walker, VP of advanced marketing solutions at Avenue A/Razorfish participated in a panel discussion about branding. One focus was mobile marketing. Asked by Portada the extent to which advertisers were targeting Hispanics via mobile, Ferrer said, “Minimally. Only 5% or so of their overall budget is devoted to digital, and mobile is just a small fraction of that.” He added that it was incumbent upon agencies to “educate” clients on the utility of mobile marketing. “That’s what we get paid for—to bring it to the client.” Terri Walker told Portada that in the Hispanic mobile marketing space, “Advertisers are still just testing the waters. SMS is a good opportunity for them to enter the space, and we are seeing some do just that. It’s a great opportunity for them to integrate their offline product with the online space through text-to-win promotions, etc.” she added.
 

Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.