Portada Quick Hits: Telemundo Geotargets, Spanish political adv sucks! Metro now in PR
Some stories the Hispanic Marketing, Advertising and Media world is talking about this week.
»Geotargeting is not just for digital properties, Telemundo does it too!
Telemundo Media announced Telemundo+, an advertising collaboration between Telemundo and Comcast Spotlight—a business unit formed to help marketers take advantage of rapidly developing multi-screen advertising opportunities, —to build an advertising platform that enables leading marketers to geo-target relevant Hispanic households across multiple screens with English, Spanish or bilingual customized messages on general market cable networks. Telemundo+, a product of Hispanics at NBCU, has signed several clients upon the program's launch, including Toyota. Hispanics at NBCU offers advertisers an opportunity to reach Hispanics across the spectrum of language and acculturation using marketing and media executions on various NBCU platforms.
»Political advertising in Spanish lags
The United States Hispanic Chamber of Commerce (USHCC) yesterday issued a new report as part of the Speak Our Language project that found Spanish-language advertising continues to represent a relatively small fraction of election advertising spending, even in the states with the largest and most electorally-significant Hispanic populations, the Los Angeles Times reports. Using comprehensive data on local television advertising from Kantar Media’s CMAG, the study found that in ten states analyzed from April 10, 2012 to Sept. 25, 2012 the total spend on political advertising was $358,898,420. Of that sum, $16,410,140 went to Spanish-language advertising, representing just 4.57 percent. The study looked at political TV advertising spending in Arizona, California, Colorado, Florida, Illinois, New Mexico, Nevada, Texas and Virginia on local, state and federal election races. In those states during that time, $358.9 million was spent on political advertising. Of that, $16.4 million or 4.57% was spent on Spanish-language advertising. These figures represent ads for local, state and federal elections. At the presidential level, the Obama campaign has aimed almost 10% of its money toward attracting Hispanic voters in those states while the Romney campaign is just over 4%.
» Grupo Ferre Rangel launches multimedia platform (including print!)
GFR Media, the publisher of Puerto Rico’s El Nuevo Día, announced the launch of Indice – an innovative, free multimedia platform – to debut in October. Indice will combine a lively print product, social media connections, a branded website, as well as targeted distribution, marketing and promotion teams across Puerto Rico’s high-traffic public spaces. Indice street teams will also offer branding opportunities for advertising clients to display their consumer messages, establishing a new outdoor advertising model for the Puerto Rican market. Indice’s target user is the young, urban (18–44) Latin consumer seeking concise & hip content. Potential market size in Puerto Rico alone is over 900,000 consumers out of the island’s population of 3.9 million. Will Indice’s digital media properties also reach out to Hispanics in the mainland U.S. market? A spokesperson for GFR tells Portada that “The primary target audience for Indice is on the island – where the potential market among the 18-44 audience is 900,000. But Indice will also leverage the social media expertise of GFR Media – whose El Nuevo Día has the fifth largest social media user base of any U.S. newspaper – while one third of those social users are on the mainland U.S. That’s a testament to the enduring cultural links puertorriqueños living off-island have always maintained. And a great opportunity for Indice’s journalists to capitalize upon in an even greater way going forward – as a pan-Latino audience expands and matures.”
» More from Puerto Rico: Metro launches free daily
Competition for GFR,Metro, the Swedish free newspaper publisher, has announced the launch of a digital and print Puerto Rican edition as part of efforts to expand its reach in Latin America, the Drum reports. The title is already the largest newspaper in the region with nearly 3m daily readers across Mexico, Brazil, Chile, Ecuador, Peru, Guatemala and Columbia. Metro CEO Per Mikael Jensen commented: "Latin America has grown in importance to Metro and now accounts for over 25 percent our business. Latin America is also core to our strategy for growth and with Puerto Rico in the portfolio we can leverage on Metro's strong position in the market and provide clients and agencies with the best possible advertising solutions and services." The Puerto Rico print edition will be hand delivered by distributors Monday to Friday at strategic locations to reach the target audience. A joint venture company has been created together with PR Media Partners LLC, in which Metro holds 70 percent of the shares. PR Media Partners LLC is formed by local and international investors to pursue investment opportunities in the Puerto Rican media sector.
» Financial Times bets on Brazil
The Financial Times is making what it calls "a significant expansion into the Latin American market" by launching a newspaper in Brazil, a new Latin America page on its website and a mobile app for the region, The Guardian reports. The newspaper - printed in São Paulo - will be available for subscribers and retail vendors in São Paulo, Rio de Janeiro and Brasilia from tomorrow (3 October). The FT's chief executive, John Ridding, said the print site launch "underscores our belief in a healthy future for print" and spoke of the other innovations as an affirmation of "Latin America's emergence as a major centre for global business and finance.
» US$ 62 million for E-mail service provider
E-mail will continue to be one of the main forms of digital communication, if not the main. At least that is what venture capitalists believe. New York's Insight Venture Partners recently led a $62.2 million investment into Mimecast, a cloud-based email management service, a single platform combining archiving, anti-spam, security and other features. Mimecast is expected to finish the year with $50 million in revenues, The Wall Street Journal reports.
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