@Portada’s Evolving America Summit: MOBILE-Expect More Content Marketing and the need for better Data

The crucial role of Mobile Media in Multicultural Marketing was explored during a panel moderated by Alberto Pardo, CEO and Founder of Adsmovil at Portada's Evolving America Summit at Digital Hollywood.

The high caliber panelists were Vanessa Vigil, Associate Director, OMD Entertainment, Howard Horowitz, President, Horowitz Research, Oscar Mendoza, Interactive Media Buyer, Acento Advertising, Brendan Gormley, VP, The Gary Group and Solomon Romano, Multicultural Marketing Strategy Director at WellPoint.

Mobile MarketingOMD Entertainment's Vanessa Vigil, who works on many of Disney's multicultural efforts,  noted that Hispanic mobile marketing efforts tend to reach substantially higher engagement rates (46%) than similar general market efforts (29%). She said that Social Targeting via YouTube (context and behavioural) does a good job in attracting multicultural audiences to Disney. "These efforts are a balance between targeting a niche and achieving scale, " she said.

There will be a substantial increase in mobile content marketing efforts.

Horowitz Research's Howard Horowitz noted that the rapidly changing demographic in the U.S. is really erasing all stereotypes on both the mainstream and the multicultural consumer. Wellpoint's Solomon Romano said his company is advertising more on mobile and attempting to provide an increasing amount of access to customers on Mobile Media.

Acento's Oscar Mendoza, who buys digital media for the Wells Fargo account, noted that he expects to see more mobile content marketing campaigns rather than coupon efforts in mobile media.  He also said that for mobile really to make an impact on multicultural consumers, brands really need to allocate more funds to mobile advertising across the board.  In addition, he said that it is important to have Spanish-language mobile sites when marketing to Spanish-dominant audiences as drop-off rates increase substantially when the go to English-language sites.The Gary Group's Brendan Gormley, expects to use more rich-media across the board in 2015.

The need for better Data

Panelists agreed that there is a need for better audience data on mobile, which requires totally different collection of data compared to the desktop computer. Adsmovil's Alberto Pardo noted that mobile CPC and CPM rates will increase once better data about mobile audiences is developed. "We are still in the early stages," he noted. Related to the lack of accurate data is the difficulty of finding the optimal frequency in mobile advertising. "People forgot about frequency when the performance business was created," Pardo concluded.

Editorial Staff

Portada Staff


North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.