Portada Quick Hits: ANA’s Survey, DramaFever Hispanic expansion, Spotify vs. Pandora

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Some stories the Hispanic Marketing, Advertising and Media world is talking about this week.

» ANA Survey: Multicultural vs. Hispanic specific agency debate continues

According to a recent survey by the Association of National Advertisers (ANA), the   debate over whether to hire a specialized multicultural agency or tap a general-market shop for multicultural work is clearly set to continue: 52% of respondents said they use a multicultural agency and 40% said they work with a general-market agency for multicultural work. There were 106 respondents to the ANA survey, conducted online in June and July 2012. Sixty percent of marketers said they spent more on new-media platforms for multicultural efforts in 2012, according to a survey by the Association of National Advertisers. The average increase was 9% for those that boosted their budgets; 24% of respondents spent the same amount while 16% cut their budgets for new media.

»Drama Fever expands to Spanish markets

DramaFever.com, a New York-based foreign drama streaming service, is making a big push towards international expansion with the addition of content from Spain and Argentina and a new Spanish-language website, paidcontent reports. The service also expanded its distribution agreements, and is now supplying Netflix and Apple’s (A AAPL) iTunes with Asian and Spanish-language dramas. “We are really excited about bringing more of our content to iTunes,” DramaFever co-founder Suk Park said during a recent phone interview.

» Do Pandora ads target Hispanics and Spotify’s not?

We recently had Pandora CRO John Trimble speaking at our 6th Annual Hispanic Advertising and Media Conference. Interestingly, Adweek’s Christopher Heine writes an interesting article about the way radio streaming company Spotify targets (or doesn’t target) ethnic consumers compared to Pandora. "We have a variety of marketers who advertise to that audience in Spanish, Spanglish and in English," Priscilla Valls, a vp of ad sales for Pandora, said Friday (Oct. 5) after speaking at Advertising Week IX. "What we are finding is that brands are using their general budgets to also reach a Hispanic audience. It's growing so quickly and pervasively that it's less about syphoning off a Hispanic budget and more about reaching their entire audience in the best possible way." Jon Mitchell, a vp of Spotify, as well as marketing reps from Univision Radio, Shazam and the Internet ads firm TargetSpot, was the only one on the panel—which focused on Internet radio advertising overall—who didn't chime in about marketing to Hispanics. After the 45-minute event, Adweek found out why while chatting with the Spotify exec. "From a data capture perspective, we don't take that information at registration," Mitchell said. "That's why I kept quiet."


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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.

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