What: impreMedia’s digital network IMPOWER! added several network partners to increase the reach of its network. According to ComScore’s Hispanic Ad Focus (September 2013), IMPOWER! is now sixth among the top 10 most-visited Hispanic Ad Focus online destinations with nearly 5.5 million unique visitors monthly. Particularly the mobile channel is seeing high growth.
Why it matters: Premium content publishers are aggregating properties to get the reach advertisers demand in the Hispanic market.
impreMedia announced that the IMPOWER! digital network has seen consistent growth, increasing 120 percent between June 2013 and September 2013 to 5.5 million unique monthly visitors, according to ComScore Multi Platform Hispanic Ad Focus, September 2013. In addition to growth from mobile users, other initiatives that have significantly bolstered its online presence include the launch of Quiero+Futbol, a vertical website dedicated to soccer, as well as new network partnerships with LatinosPost.com, ElComercio.com, Autoproyecto.com, and Latinola.com.
These partnerships with third parties also highlight some new digital properties that lately became active in the U.S. Hispanic space:
– LatinoPost is published in English and in Spanish by Latinos Media Group, a Hispanic media company that seeks to serve the general Hispanic community in the U.S. as well as in the rest of the world.
– Latinola.com is an English-language site that serves as forum of ideas, opinions, commentaries and creativity to reflect the Los Angeles Latino community.
– Autoproyecto.com is a Spanish-language website with content and news for car lovers. The site also provides content to third-party TV, digital and print properties.
– (ElComercio.com is published by Ecuador’s El Comercio daily newspaper and is a member of Grupo Diarios America.)
“As a result of our efforts, we’re seeing huge dividends as our digital platforms continue to grow exponentially particularly in the emerging Hispanic mobile space where IMPOWER! is making huge inroads,” said Ivan Adaime, general manager digital division at impreMedia.“Many advertisers such as GM, Chrysler, Honda, Kraft, McDonald’s and Marriott are taking notice and turning to our network for innovative ways to further engage with U.S. Hispanic audiences,” Adaime added.
