LINKAGE: Beautiful Hispanic Diners Can Talk Back to Telemundo, Dieste and more…

Reaching Hispanics at home or out and about, multiple screens and social media keep them tuned in.

Telemundo Media

AT&T sponsors Telemundo multiscreen talkback

In a nod to consumers' increasing use of digital media while they enjoy TV, Telemundo has launched AT&T Presenta Suelta la Sopa Novelas, a digital and on-air variety show that lets viewers interact with hosts Erika De la Vega and Alessandra Villegas during commercial breaks in the 8 to 10 p.m. novella timeslot.

The hosts will pose a question each hour, and fans can respond via a website; then poll results will be featured on the audiences' personal devices, as well as in "content capsules" during the TV programming.

photo: Courtney Rhodes

photo: Courtney Rhodes

 

Lo Hermosa!

While sales of cosmetics and beauty products overall have declined a bit, spending by Hispanics in seven key beauty categories grew year-over-year, according to Nielsen. They account for 16 percent of the total U.S. sales to this category and also drive 14 percent of overall fragrances sales and 13 percent of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.

There are differences in spending between U.S.-born and foreign-born Hispanics, as well as between men and women. The Nielsen report emphasizes that this segment is full of opportunity for health and beauty marketers, but only if they remember that this is a diverse group of consumers.

Nielsen says, "Retailers should vary their approach to each generation. Older generations place greater emphasis on skin care, while younger Latinos are more easily influenced by samples and celebrity endorsements. Younger Hispanics are possibly more likely to buy ‘in the moment’ than older Latinos, so they potentially have higher spontaneous purchasing."

dieste cover

Hispanics by the book

 Dieste, Inc., recognized multicultural marketing and advertising specialists, have released their first book, 1+1=3 Changing The Equation With The Booming Hispanic Market. The book includes several chapters devoted to myths about Hispanics, along with ideas on how to woo Latinos based on the agency's 20 years in business.

 

Influencers: the not-so-short list

Want to know the top Latino digital influencers? Check out the finalists for the Tecla Awards. Hispanicize 2015 and the Latina Mom Bloggers give these annual awards to recognize bloggers, journalists, brands and agencies. Hispanicize 2015 is a partnership of the Hispanic Public Relations Association (HPRA), Hispanicize and the Public Relations Society of America (PRSA).

photo of Oasis Bakery by Alpha

photo of Oasis Bakery by Alpha

 

Restaurant screens keep Hispanic diners captive audience

Admirable, the nation's largest Hispanic digital signage network, now has 265 screens in Hispanic restaurants, showing 12-minute loops that combine global, country-specific and local news. The deployment makes use of cloud-based software from BroadSign International, which provides performance reports for Admirable advertisers. Advertisers, which include Telemundo, United Airlines, AARP, MetroPCS and Corona, can segment audiences by age, country of origin, location and income level. A Corona campaign during FIFA World Cup 2014 delivered a 19 percent sales lift for the beer. The companies are doing further testing to see how campaign elements affect response.
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Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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