Mobvious Expands to U.S. with Focus on Bicultural Hispanic Market
What: Mobvious, a European firm specializing in mobile marketing solutions, is entering the U.S. market. The firm's main focus will be the bicultural Hispanic.With the support of HiMedia Group and Latam Digital Ventures, the European firm specializing in mobile marketing will be led by Isabel Rafferty.
Why it matters: The mobile (video) marketing space is luring an increasing amount of companies to the U.S. market.
Mobvious, a European firm specializing in mobile marketing solutions is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures. Located in Miami, Mobvious’ new office will be co-founded and led by Isabel Rafferty (picture). Rafferty previously worked at Adsmovil. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.
Mobvious will provide innovative and interactive formats (including video, audio and social), including programmatic, as well as an exclusive network of high-quality publishers, to develop and implement mobile campaigns for the bicultural millennial Hispanic market.
“The experience, vision and relationships Isabel has built during her career are fundamental to lead Mobvious and make it a competitive player in the United States market,” stated Cyril Zimmermann, CEO of HiMedia.
Mobvious is the third company, after Fullscreen and Primia.Digital, which took over assets of Orange Advertising Networks, that has received financial support from Latam Digital Ventures, a holding company designed to create and buy digital media and advertising technology enterprises.
"We work with over 200 high quality publishers reaching Us Hispanics. Its was important for our company to work with publishers that connected well with the millennial Hispanic audience with quality content concentrating in what we call passion content. Content that millennial still consume in Spanish due to the authenticity or quality .One of the publisher we represent is “ Yo Amo los Zapatos” who has the #1 facebook page in the world for engagement. They reach over million uniques a month and have over 39 million fans. All content is for Latina women," Rafferty notes.
As to what ad-categories she deems particularly suitable for Mobvious, Rafferty notes that Mobvious is suited for any brand or advertiser that are interested in reaching US Hispanic audiences via mobile. "We work well with brands looking to do innovative advertising like movie studios as we have very unique and out of the box units . We also work great reaching very precise subsegments of the Hispanic audience since we have very rich data allowing us to be very precise in our targeting; great for telecom , automotive, CPG, apparel, entertainment, restaurants and bars, etc..."
Expanding to Latin America
Mobvious is also entering the Latin American market. "We started to hire a team in Mexico, so we will be present in Latam very soon," Rafferty concludes.