The NewFronts before the Upfronts, What’s in it for the Hispanic market?

In their quest for grabbing a piece of the growing online (video) advertising market, major digital media properties such as Hulu, MSN, AOL, Yahoo and YouTube,  participated at the NewFront this year. Now in its fifth year, the NewFront is a content marketplace promoted by digital advertising agency Digitas that connects brands to content creators, their projects, and their latest ideas. It concluded last night with YouTube’s presentation in the Beacon Theatre on Manhattan’s Upper West Side. The invite only affair brought together hundreds of advertisers and brand representatives to watch an enormous showcase of digital media properties and platforms.

To grow the online video ad market also means to take ad market share from the TV market. Not surprisingly, the NewFront - really a kind of digital upfronts- are taking place before most of the TV upfront functions later in May.

MiTu, only Hispanic pure play
Although many of the major properties are strengthening their Hispanic offerings see the Huffington Post – Aol Latino announcement  earlier this week), there was only one NewFront presentation by a Hispanic – pure play: MiTu.

MiTu, which held its NewFront yesterday, is an online video network targeting the Hispanic population. The new bilingual network fronted by executives from programming company HIP Entertainment Group launched on YouTube on Monday. It features about 30 channels of lifestyle and entertainment content aimed at both Spanish- and English-speaking Latinos. HIP Entertainment Group President Beatriz Acevedo who also serves as head of MiTu, explained that MiTu produces original- premium content and also has a network of contributors.
Acevedo described MiTu as a third generation video vehicle for  online video advertising, including branded integration.

MiTu’s current reach lies at approximately 20 million video views per month or 2 million unique users/month. Acevedo and Doug Greiff chief content officer of MiTu, explained that MiTu’s main content categories are: Beauty-Health, Food, Personal finance, Home Decoration. In the videos showcased during the NewFront function, the presenters seamlessly went from using Spanish to the English-language during their sessions.  MiTu is currently self funded by its executives, most with network and TV studio experience.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.