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Manolo Arroyo is the new Coca-Cola CMO, agency moves and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Alex Tokatlian has been appointed as Brand Marketing Director at Marco’s Pizza, an American restaurant chain and interstate franchise based in Toledo, Ohio, that specializes in Italian-American cuisine.There are more than 800 franchised Marco’s Pizza locations in 34 states and Puerto Rico as well as the Bahamas, and India. Prior to this position, Tokatlian worked as Advertising Manager in Domnino’s Pizza (check out our article today on the latest trends in the QSR industry including input by Alex Tokatlian.)

 

Montreal-based digital marketing agency BAM Strategy is launching its first U.S. office, in New York, and has appointed former GroupM executive Pete Meyers, as president of U.S. operations. Meyers is tasked with expanding BAM’s current client footprint in the U.S., building new client relationships with U.S.-based brands, and developing new partnerships with agencies where BAM can provide complementary digital marketing services.

Laura SaldivarEntravision Communications announced the appointment of Laura Saldivar (photo left) to Senior Vice President of Integrated Marketing Solutions in Los Angeles. Laura will report directly to Eddie Melendez, President of Local Media for Entravision. In addition, Crystal Gomez has been promoted to Vice President Local Agency and National Sales for Entravision’s radio assets in Los Angeles. Gomez was previously Vice President of National Sales, Western Region.

 

Robert RubalcavaPrisa Brand Solutions announced the appointment of Robert Ruvalcaba, as Vice President of Sales, based in California, to work on the company’s sales strategy and business development in the United States. Robert Ruvalcaba brings more than 20 years of experience in sales marketing and digital advertising. He has previous successful leadership roles at companies such as Adsmovil, Pulpo Media, ImpreMedia, and Los Angeles Times.“ Prisa Brand Solutions , continues growth and progress in the North America region. We welcome our newest team member and look forward to a long and successful future”, said Jose Antonio Carrero, CEO of Prisa Brand Solutions in the U.S.

 

DiGennaro Communications (DGC), a B2B public relations agency serving the media, marketing and entertainment sectors, has named Maxine Winer president and chief operating officer. Winer reports to DGC Founder and CEO Samantha DiGennaro. In her new role, Winer will oversee operations, talent, client service and business development for the nearly 15-year-old agency.  Winer, who began working with DGC last year in a consulting capacity, will split her time between the agency’s NYC headquarters and her hometown of Chicago, where she will establish a foothold for the agency. Winer most recently spent eight years as senior partner and general manager of Omnicom’s FleishmanHillard Chicago.

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its 6th Spanish-bilingual campaign geared toward a critically important consumer segment across core Florida markets. The campaign highlights convenient financial services available to a wide range of consumers from new arrivals resettling in Florida, to entrepreneurially spirited, first-generation families and career-building millennials. A market with a greatest share of foreign-born residents, Greater Miami outranks New York with the largest concentration in small business growth. The Amscot Financial broadcast media campaign launches mid-November and airs across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 30, fifteen-second, combined TV and radio executions. “We knew our authentic storytelling hit a nerve when our multi-ethnic actors reacted with tears, laughter and a sense of nostalgia while delivering their performances. Each spot depicts unique circumstances and culturally-influenced nuances with universal appeal,” said Shirley Attia, Semilla AD’s Creative Director. Headquartered in Tampa, Fla., Amscot Financial is a leading provider of convenient, consumer-oriented financial services, including cash advances, check cashing, bill payment, money transfers, prepaid access cards and money orders. Amscot Financial currently operates 237 retail financial service centers throughout Florida and employs close to 2,000 associates.

 

  • Pinterest

American social media web and mobile application Pinterest has appointed Mediahub and 72andSunny as its media and creative agencies of record, following two separate reviews.Giant Spoon was the media incumbent since 2017. 72andSunny is Pinterest’s first creative agency of record. The company had previously handled creative work in-house.Founded in 2010, Pinterest went public on the New York Stock Exchange in April of this year. Pinterest spent only US$4.4 million on measured media in the U.S. in 2018 but US$7.6 million in the first half of 2019, according to Kantar. 

 

  • Northgate González Market

Northgate González Market, California’s premier family-owned, Latino themed supermarket chain celebrated the grand opening of its newest store located in Riverside. Located at 10391 Magnolia Ave., in Riverside, the store commemorates the company’s ongoing commitment to serve the local communities with a wide array of fresh quality and affordable grocery items and services.The supermarket represents an economic development success story for the City of Riverside. The new Northgate Market employs 224 associates, with 168 of the positions filled by residents of Riverside and its surrounding areas.As part of Northgate’s grand opening celebration, the company reached out to local community organizations and made contributions totaling $25,000 to support local services and programs.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • FCA

Two capable FCA trucks were recognized among the best new vehicles within their category segments during the 10th Annual Hispanic Motor Press Awards® (HMPA) at the 2019 Los Angeles Auto Show. The 2020 Ram Heavy Duty grabbed the top spot in the Pickup Truck segment and the all-new 2020 Jeep® Gladiator earned top honors in the Adventure 4X4 segment.  The Hispanic Motor Press Foundation selected a panel of more than 20 automotive experts to identify the top 10 best new vehicles for Hispanic families. The jurors identified a single model in each category that reflects the best value in the market for Hispanic families. All facets of the vehicles were evaluated, including design, comfort, safety, economy, handling, performance, functionality, environmental requirements, driver satisfaction and value.

  • Lost in Paradise by Sofia Vergara

Entrepreneur, actress and beauty icon, Sofia Vergara, announces the launch of her newest fragrance, Lost in Paradise by Sofia Vergara. A captivating scent that transports the wearer to a tropical utopia, filled with luscious fruits and sun kissed flowers. Inspired by Sofia’s love of all things exotic, Lost in Paradise is a delicious floriental fruity blend. A delicate mix of crisp red apple and green nashi pear create a bright fruity top. The heart of the scent gracefully emerges with opulent white florals, delicate gardenia, muguet and sensual orange flower. Irresistible warm vanilla and earthy patchouli, add contrast and richness to this sparkling island fragrance.Parlux LTD, a leading global beauty company, designs, manufactures, markets and distributes prestige fragrances and related products since 1987. It is ranked among the Top 100 Cosmetic and Fragrance companies globally and holds the licenses for notable fragrance brands including: Tommy Bahama, Vince Camuto, Pierre Cardin, Kenneth Cole, Paris Hilton, Sofia Vergara and Jason Wu, among others. Sofia Vergara is an Emmy, Golden Globe and SAG nominated actress who can currently be seen as ‘Gloria Pritchett-Delgado’ in America’s #1 comedy, “Modern Family.” Along with the recognition she has earned for her acting career, Vergara is also a successful entrepreneur who has cultivated a strong lifestyle brand.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right n

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.

 

Spanish-language spots show advertisers’ increasing determination to reach Hispanics, while Skyword provides tips on doing it right.

Enterprise tests Spanish spots

[youtube https://www.youtube.com/watch?v=AtrG-EWfsSk&w=560&h=315]
Car rental agency Enterprise released a Spanish-language commercial in six U.S. markets, highlighting its service that picks up customers and drives them to rental locations. The 30-second spot by Bromley, “Vamos Por Ti,” began airing on Telemundo and Univisión in Texas and New Mexico, backed by radio and digital advertising. Lee Broughton, assistant vice president of Enterprise Brand Marketing, North America, told the St. Louis Post-Dispatch, “We’re going after what we believe is a burgeoning demographic for the company,” Broughton said. “We really feel like we have an opportunity to build that demographic.”

Read our interview with Broughton here.

After stumbles, Target to double down on Hispanics

target campaignDuring the recession, Target changed its brand strategy from an emphasis on affordable style to rock-bottom prices. It didn’t work so well. Now, the brand is hoping Hispanics, long a big part of its consumer base, will help it with its own economic recovery. Its new CEO, Brian Cornell, told investors, “Our guest is going to be increasingly a Hispanic shopper.” While just 38 percent of Target shoppers overall identify the store as their favorite, some 54 percent of Hispanic millennials said it was their favorite.

Target’s new campaign, Sin Traducción, was created by LatinWorks, and has a strong social media component. Fans are encouraged to add their own ideas for untranslatable words via Twitter.

Hispanic mobile use not only big but still growing

It’s not late-breaking news to any marketer that Hispanics over-index for mobile and social media. This segment is also growing faster than other demographics, according to Celine Matthiessen of BIA/Kelsey, speaking at the Radio Ink Hispanic Media Conference.

PM Publicidad goes all in on total market

PM3 LogoPM Publicidad, the Atlanta-based, full-service ad agency, relaunched as PM3. The agency wanted to highlight its expertise beyond “just Hispanic,” it said. We’re not sure what they mean by that. But capabilities, backed by new staffing, now include media planning and buying, digital asset management and production services, social media management, experiential marketing, mobile app design and development. For example, PM3 recently created a content integration project with ESPN, beIN Sports, and Fox Deportes on behalf of its client NAPA.

Multicultural or truly localized?

In the marketing world, “multicultural” is often used as a synonym for Hispanic. Biiiig mistake, says George Levy of Skyword. He points out that localization of content needs to take into account the multiple cultures within the U.S. and Latin America. Even the language itself has nuances, Levy points out; for example, the folks in Portugal speak Portuguese differently from those who speak it in Spain. And don’t confuse a quesadilla with an arepa, for Pablo’s sake.

MaxPoint goes public

Adtech company MaxPoint Interactive began trading its stock on the New York Stock Exchange. Its software creates 44,000 “micro zones” called Digital Zips to create what it says is hyper-local advertising. MaxPoint aims to drive in-store sales for advertisers by helping them reach the right neighborhoods online for their local, regional, and national campaigns. Customers include Starbucks, Electrolux and pasta company Barilla.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Mexico Tourism Board

SideBySide-CourtneyLopezChicago-based ad agency Lapiz has launched a new campaign for Mexico Tourism Board called Los Cabos #Unstoppable” . The campaign was created to let North American travelers know that Los Cabos, Mexico, is back open after getting hit by Hurricane Odile on September 14. In just 45 days, Cabo San Lucas and San Jose de Cabo are back open and as vibrant as ever before. Starcom is handling media for this campaign.The campaign count with the TV spot “Ready,”which captures the spirit of the people of Cabo who restored the city making it ready to welcome people back within only eight weeks of the hurricane’s landfall. In the spot, actual Cabo locals, “Cabeños,” were casted and are seen stretching and warming up to welcome guests to their city including real hotel personnel, golf caddies,  ship captains and even an air traffic controller. It will air in the U.S., Canada and Mexico. Lapiz has also sent Mario Lopez, Nick Jonas, Reese Witherspoon and Rosario Dawson down to Cabo San Lucas to Instagram photos from the peninsula showing the city back and better than ever. The “Unstoppable” campaign includes digital, TV spots, radio and out-of-home.

https://www.youtube.com/watch?v=CFZfiAwmbJY

  • New York Lottery

twittter-logo2_400x400Interpublic Group’s McCann and sibling shop UM have been assigned the New York Lottery creative advertising and media responsibilities, respectively beating longtime incumbent DDB.The agreement, still up for bid, will kick off January 15, 2005.The Lottery has an annual budget for its advertising, marketing and media services requirements of US $92.25 million.read more here.

  • Toyota

2014-toyota-highlander-super-bowl-ad-with-coats-and-animal-in-cargo-areaToyota will be at the Super Bowl for its third consecutive year with a new spot starring Team Toyota athlete Amy Purdy.The campaign is aimed to promote the new Toyota Camry.The ad will be handled by Saatchi & Saatchi, Los Angeles. Toyoto has declined to specify how many ads it would run or how long the commercial would be, but said the it is similar to past years. In 2013, the company aired a commercial starring “The Big Bang Theory” actress Kaley Cuoco. The automaker will also sponsor the Toyota Half-Time Report.Mercedes-Benz has also purchased commercial time, while Lincoln and Jaguar are both sitting out.

https://www.youtube.com/watch?v=3zO33gHt1eQ

  • Ciroc

descarga (8)Ciroc, the Diageo vodka brand, is releasing a new multiplatform campaign that includes TV, digital and out-of-home advertising with a new “Step Into the Circle” theme that will replace the “Luck Be a Lady” campaign. Sean ‘Diddy’ Combs has been marketing Ciroc for Diageo since 2009. The new campaign will be more focused on targeting millennials with Combs staring in the spots with a new set of “friends”.Today, Ciroc sells 2 million cases annually. But when Combs involved back in 2009 it just sold 40,000 cases annually.

  • Toshiba

descarga (9)Toshiba Corp is rolling out a global integrated campaign next month to raise awareness of its b-to-b solutions, which account for 84% of total sales.The campaign, dubbed “Bring It Forward,” was created by Gyro San Francisco .Another goal is to increase Toshiba’s b-to-b business to 90% of total sales.The campaign includes online video, digital ads, social media and outdoor placements. The budget was undisclosed. It is aimed at community planners, engineers, state and local government officials and C-level executives responsible for infrastructure planning. Toshiba has begun running some online banners to tease the campaign, which will break on a larger scale close to the new year.

  • American Family Insurance

descarga (10)Agency BBDO New York has won American Family Insurance business.The agency will now handle creative and strategic duties on its account following a two-month review. Grey was the other finalist in the review, which was run by consultant the Blamer Partnership.Ogilvy & Mather Chicago had been creative lead on American Family Insurance since winning the account in 2010, but had to give up the business when Ogilvy New York was added to the Nationwide insurance agency roster.American Family Insurance’s media agency relationships with Mindshare and will not be affected.

  • SPRINT

imagesJust a few months after taking the reigns as the new Sprint Chief Executive Officer, Bolivian native Marcelo Claure , the first foreign-born Latino CEO in the history of the U.S. to lead a telecommunications company, is very committed to engaging and connecting with the Hispanic consumer, and this is the focus of the brand’s next advertising campaign.The national television campaign features Marcelo Claure speaking to Hispanic consumers about Sprint’s commitment to offering more mobile for the money with “the best value in wireless,” as well as providing the latest and greatest mobile devices. Claure’s comments are personable and directly relatable to the Hispanic consumer – a task he takes quite seriously given his Latino heritage and passion for the segment. Sprint’s new campaign will debuted during the Latin Grammy Awards on local Univision affiliates and will then hit the airways on all major Hispanic TV networks as of Friday, November 21.Sprint will continue to offer more relevant products and services, including a robust family data plan as consumers demand and deserve more value from their wireless carriers.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Agencies are paying attention to internet radio services, thanks to the move to mobile and the demand for consumer choice. Research firm eMarketer estimates there will be 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018. That doesn’t mean, however, that they’ll grab ad dollars away from terrestrial radio. Rather, digital listening in all its permutations will become part of the multi-channel and multi-media marketing mix. How to do a multiplatform (Hispanic Audio Buy).

Digital RadioInternet radio, aka streaming audio aka digital radio, comprises digital-native services, as opposed to the digital offerings of terrestrial radio stations. As such, they’re true hybrids, marrying audio with the tools for delivering, tracking and analyzing consumption.

Putting together an audio campaign is a collaboration between digital and audio planning teams.

Most have similar ad models: audio pre-rolls, display ads on the interface, branded custom stations and playlists. And they’re eager to work with agencies to develop custom programs, according to Mina Kamarasheva, associate managing director, audio and promotions, for Horizon Media.

“They understand this is the future and are now beginning to offer custom promotion opportunities. For Pandora, that’s limited to national campaigns versus local. But this is an area they see tremendous growth to come,” Kamarasheva says.

Stacking up the stations

radioNielsen’s purchase of Arbitron last year is expected to lead to industry-standard audience measurement of audio content, letting internet radio stack up, apples-to-apples, against terrestrial radio. Until that day comes, media buyers must rely on the services’ own audience reports delivered via press release or SEC filing. Pandora is the top service, in terms of audience and brand — and the only one that responded to requests for comment.

  • Pandora: 73.4 million active users
  • iHeartRadio: 40+ million registered users
  • TuneIn Radio: 40+ million active users
  • Spotify: 6+ million paying users; 24 million active users

Getting the Hispanic ear

Reaching Hispanic consumers means being as device-agnostic as possible, and this is an area where Kamarasheva gives Pandora high marks. “Pandora has invested in proprietary cross-platform targeting using psychographics and behavioral attributes, in addition to registration data. That means we are following our target demographic online regardless of what they are listening to,” she says.

Pandora likes to start an advertiser relationship by identifying the target audience. “From there, we can provide counsel on both their media buy and the creative solutions that will reach their target audiences,” says Mike Reid, executive director of multicultural sales at Pandora.

In fact, according to Reid, Pandora now offers more than 100 targeting points. “In the case of Hispanic targeting, we have been able to build even more robust models, based on registration information and public sources, which also help us tie music preferences to our Hispanic audience.” This also lets the service reach Hispanics regardless of their musical taste. Pandora estimates that one out of four Hispanics in the United States listens to it.

“Looking back on my previous experience in the Hispanic media business, advertisers traditionally had to go to Spanish radio to reach Hispanics or try radio stations with a Hispanic leaning. With Pandora, advertisers can reach Hispanics more directly through our targeting capabilities,” Reid says.

One campaign for T-Mobile used Pandora Premieres, which provides an exclusive pre-release of a new album every week. In June 2013, the sixth Premieres featured “Vives En Mi,” by La Maquinaria Nortena, an emerging banda/chichuaha group from Mexico. Mexican electronics manufacturer Famsa recently joined the roster of national and local brands working with Pandora to target Hispanics.

Horizon’s Kamarasheva says the ability to create custom stations or sponsor categories or genres is important. “It presents a unique opportunity to customize an audio campaign. You can’t do that with terrestrial radio.”

Complex buy

Buying streaming audio is a bit more complex than buying digital or radio, simply because it’s a bit of both, and also because of the ability to add display or branding to the interfaces. Horizon has merged the buying of every kind of audio ad, including terrestrial and internet radio. Says Kamarasheva, “We believe the way consumers consume audio these days is across multiple platforms. Therefore, putting together our campaigns is collaboration between digital and audio planning teams.”

“We purchase these platforms similar to the way we evaluate other digital properties, but there are some differences,” says Jamie Snider, associate director of digital media at Lowe Campbell Ewald. “Of course, we want to make certain that they deliver the audiences most important to us, both in total and within key geographic markets, and we must make certain that consumers are engaging with the brand.”

Lowe Campbell Ewald has run a number of successful Hispanic campaigns on internet radio, including work for Kaiser Permanente. The agency likes to incorporate video as well as audio advertising, either as pre-rolls or combined with custom stations. Video ads usually run automatically when a listener changes stations — and all creative is optimized for both Android and iOS devices.

Agencies can take advantage of robust tracking and analytics provided by each station. Again, they need to take a hybrid approach, says Snider, looking not only at clicks but also the number of station downloads and the number of minutes listened.

Future of radio

Alain Levine - CC
Alain Levine – CC

Late last year, Clear Channel bought iHeartRadio, which lets people listen to live radio or custom stations, or create their own, offers pre-roll ads, as well as the ability to create branded custom stations. Horizon recently inked a partnership deal with Clear Channel that includes some customized shows at iHeartRadio Theaters in New York and Los Angeles. The national media owner and the agency also plan to fuse their research: The two companies believe that Horizon’s proprietary audience research and analytics tools combined with Clear Channel Media’s music and consumer research can help them develop new models for media.

This kind of consolidation could be in the future for most or all internet radio stations. Having an owner with deep pockets, wide audiences and integrated advertising capabilities could let streaming music services thrive, while traditional media companies expanded their reach even more. There’d be a bit of irony to the digital natives being gobbled up by old-timers but also a lot of sense — and possibly a lot of cents.

Hilda García has been appointed VP of Multimedia Content & Community Development for Entravision, Portada has learned. García was most recently VP of Multiplatform Content and Information and Digital Content Director for ImpreMedia, based in New York City.

Hilda Garcia
Hilda Garcia, VP of Multimedia Content & Community Development, Entravision

Garcia’s first day at Entravision is April 1. She will be moving to California, where the company is headquartered (Santa Monica, CA). Her position at Entravision is new and has been specially created for her. Entravision is likely going to use Garcia’s multimedia expertise to leverage all the Spanish-language content in its digital, radio and TV properties. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision’s UniMas network, with television stations in 19 of the nation’s top 50 Latino markets. In addition, Entravision owns and/or operates 56 primary television stations and also operates one of the nation’s largest groups of primarily Spanish-language radio stations, consisting of 49 owned and operated radio stations.
A native of Mexico City, García has worked for Grupo Editorial Expansión in Mexico and El Nuevo Día newspaper in Puerto Rico. She is also the co-author with Joe Kutchera of “EXITO: Su estrategia de Marketing Digital en 5 pasos.”

Entravision is likely going to use Garcia’s multimedia expertise to leverage all its content.

Changes at impreMedia

The departure of García comes on the heels of the resignation of Erica González, who earlier this month left her position as Executive Editor at El Diario/La Prensa, an impreMedia publication. impreMedia has not publicly announced the changes but according to an updated profiled on Linkedin, Juan Varela will now serve as VP,Content Director for impreMedia. Since Argentinean media group La Nacion bought ImpreMedia in March 2012, the company’s new owner  has made a series of personnel changes involving key sales, marketing and, now, editorial positions.

The party was in New York City this month, where the TV Upfronts took place. Also in the Big Apple in late April the digital New- Fronts happened, the online industry’s answer to the upfronts. Says Carl Fremont, until recently EVP of Media at Digitas, the agency that put together the first Digitas NewFront six years ago, “We saw that there was no forum that brought together producers, distributors, buyers, sellers and researchers in the digital video content arena. Video was becoming a really viable medium for brand marketers.”That first event featured Vuguru, Michael Eisner’s year-old web content production company, MySpace TV and MTV New Media, and Third Act, Digitas’ new digital brand content practice. In 2012, AOL, Google, Hulu, MSFT AD, and Yahoo joined Digitas in an extended event rebranded the Digital Content NewFronts.

This year, the Interactive Advertising Bureau took over leadership of the event, with 12 content companies participating, including AOL, Disney Interactive, The Wall Street Journal and, for the first time, Univision.

“Our participation in the NewFront is a reflection of the success we have had with our digital expansion efforts over the past 12 months and the appetite for digital content among the audience we serve,” says Steve Mandala, executive vice president, advertising sales, for Univision Communications. “Univision owns the intersection of the two growth opportunities in media – Hispanic and digital – and we are focused on delivering a Univision branded experience everywhere our audience is.” During its New- Front presentation Univision Communications unveiled plans to launch several web-only series; a new online destination for Hispanic millennials, and announced the addition of five new channels to its UVideos platform.

Although brief, the presentation included remarks by the company’s top executive brass, including César Conde, President, Univision Network; and Kevin Conroy, President, Digital and Enterprise Development. Also in attendance was Univision CEO Randy Falco. Among the new initiatives, Univision introduced Flama, a digital destination that promises “culturally relevant content” targeting Hispanic millennials. “This is the place for fun, irreverent content,” said Camila Jimenez, VP, Strategy at Univision, at the presentation. Series concepts include Salseras, and Back Home, a docuseries that “takes young Hispanics on a journey back to their ancestral homelands with a small budget and a list of challenges.” Flama is slated to launch in the fall. Univision also announced the addition of five new channels on UVideos, its bilingual digital video network: The Lifestyle, Cooking, Beauty and Fashion, Comedy and Behind the Scenes.

DIGITAL VIDEO
Univision´s strategy reflects the growing importance of digital video to Hispanic consumers. In Q4 2012, Hispanics spent an average of 9.58 hours per month watching video on the internet, and 5.58 hours watching video on a mobile phone, up year-over-year from 6.41 minutes and 5.46 minutes respectively. Smartphone penetration among Hispanics is also higher in general, at 68 percent, compared to 59 percent for the general U.S. population, Nielsen said.

Univision is also participating in the TV upfront. Mandala wouldn’t reveal details of his company’s offerings, but he said, “We will unveil a robust effort around made-for-web content and digital innovations that include customizable opportunities for our advertising partners.” He also promised that content partner Grupo Televisa will play a key role.

DIGITAL CONTENT STARS
“The NewFronts are a great opportunity to see the new concepts coming from technology companies, as well as new formats, where you have content developed by Hulu and Amazon and Netflix,” says Steven Wolfe Pereira, executive vice president at Media- Vest and managing director of MediaVest Multicultural.

Zubi Advertising hasn’t participated in the New- Fronts yet, but Isabella Sanchez, vice president media integration for Zubi, was tempted by Univision’s invitation. She thinks the upfronts are a must in order to get clients space in top programs that sell out, like American Idol and the Latin GRAMMYs. “Networks obligate marketers to firm up a lot of their money months in advance via the upfronts,” Sanchez says. “If those same rules are applied to digital, the advertiser has to be given a strong advantage to do that, such as exclusive and premier content.” Because Hispanic digital is newer, she adds, it’s difficult to determine whether such valuable opportunities will be on offer.

Noting that Hispanics are much more likely to watch video on a tablet or mobile device than mainstream consumers, Marla Skiko, EVP/Director of Digital Innovation, SMG Multicultural, says that the NewFronts help her agency understand what content will be available. She’s especially interested to hear from YouTube what it will be offering on its Hispanic channels, launched last year. She says, “We love when bigger companies not completely invested in Hispanic media grow the space, like YouTube and Hulu. From the advertising agency’s standpoint, the more supply we have, all the better for us.”

TV VS. DIGITAL
The TV upfronts traditionally took place the first week in May; many saw the April NewFronts originally as a play to grab ad dollars away from TV. These days, with the proliferation of cable channels and digital video properties, now all of spring is open season on media buyers from February through Mid-May. The 2013 TV upfronts began with CMT (Country Music Television) and Fox Sports on March 5, and they end with The CW, USA Network and HTS on May 16. This year, the Digital Content NewFronts sat in the middle of the upfronts, with most events held the week of April 29. Below a roundup:

CNET to introduce Spanish-language version
CBS Interactive (CBSi) announced several Spanish-language initiatives, including a Spanish-language edition of CNET that will debut in the fall. Jim Lanzone, president of CBSi, said he wants to offer unique digital content for a Spanish-speaking audience of 50 million in the U.S., with more in Latin America and across the globe. The Spanish-language version of CNET “will not just be a machine translating our English content into Spanish,” Lanzone said, “it will be its own distinct site.” CBSi is also working on a Spanish-language version of GameSpot.

Hulu Latino
Hulu announced “East Los High”, the first English-language drama series produced by Hulu that specifically targets Hispanic audiences. “East Los High” will join the ten other Hulu Original Series and Hulu Exclusive Series that will be premiering as part of Hulu’s Summer Slate 2013,According to Hulu, “Dance, sex, romance and mystery are at the heart of this inner city school in East L.A. where two teenage cousins, Jessie, a 16-year-old virgin, and Maya, a troubled runaway with a violent past, fall in love with Jacob, a popular football player. With this forbidden love triangle, Maya, Jessie and Jacob, along with their close friends, must face true-to-life decisions throughout a turbulent year that will mark their lives forever. A Hulu Exclusive Series, “East Los High” features an all Latino cast, director, writers and creators—many hailing from East L.A. More than 15 leading public health organizations such as Advocates for Youth, Voto Latino, California Family Health Council and Legacy LA, among others, advised on the scripts and content to address teen issues related to relationships and sexuality in a meaningful way.

NBC Universal Telemundo
NBCUniversal’s Telemundo announced a partnership with The Weather Company to tailor weather coverage to a Hispanic audience. Telemundo hopes to increase interaction between its broadcasts and social media by partnering with Zeebox, a second-screen viewing app for tablets and smartphones.

Mundial Sports Network
Mundial Sports Network, a digital network catering to U.S. Hispanic sports fans, announced expanded digital video and branded content offerings at its New York City NewFront presentation. The network is offering branded audio content to advertisers through digital radio.

While the broadcasters make a stir by parading stars during their upfronts, the NewFronts are a bit more pragmatic, according to Skiko. In the New- Fronts, content companies lay out their content plans, explain their ad offerings and how they’ll scale. “The relationships they have with clients and agencies will play out after the fact,” she says. “When you have the sales conversation, some questions are already answered.”

THE BLEND TREND
There are two important trends evidenced in the TV upfronts and Digital Content New- Fronts: the blending of broadcast and digital, and the blending of multicultural with mainstream media.

Univision is a prime example of the blurring between broadcast and digital. In 2012, it combined the teams responsible for digital and broadcast brand engagement into a single unit, later adding UVideo, a cross-platform digital video distribution service. And it premiered its newest novela, Arranque de Pasion, on the web before broadcasting it. This year, it will hold both a TV upfront and a NewFront. “We look at the Newfront as a complement to the Upfront and an opportunity to shine a spotlight on the robust offering of digital innovations we are taking to market,” Mandala says.

Could the increase in cross-channel campaigns obviate the need for a separate Digital NewFront? Fremont, who recently was appointed Global Chief Digital Officer at MEC, thinks that the digital and broadcast marketplaces will remain separate for now. He says that while revenue from digital is very important to broadcasters, media buyers are not always well-equipped to evaluate them as a package. Moreover, he thinks they remain distinct media. “The worst thing that could happen would be to treat digital video like broadcast,” he says. “It’s a different medium with a different behavior set. Both are critical to the marketing mix but very distinct.”

Skiko agrees that broadcast producers are all in different stages of going digital. But she sees the marketplace blending already. “Some players are more steeped in broadcast now but are expanding to other screens. Even in the upfront, they won’t just talk about broadcast, they will talk about the totality. The New- Fronts are pure-play digital, but selling the same kind of story: strong content to bring in more users and viewers and not worry about what screen they’re watching on.”

EVERYWHERE
At the same time, marketers realize they need to reach Hispanics everywhere they go. Anel Hooper, associate media director for Bromley Communications, buys both traditional and digital media (although she did not go to the upfronts nor the NewFronts this year). In her 15 years as a buyer, her agency has changed from its traditional focus on Hispanic media. “A lot of our clients want to reach the bilingual Hispanic, so they’re looking into English-language websites and media. We’re reaching Hispanics in a totally different form. It’s all about the content, whether in English or Spanish,” she says.

Wolfe Pereira says Mediavest calls this “total market buying. We don’t believe in putting Hispanic media in a corner,” he says. “It’s one plan, one flow chart for all the consumer touch points.”

THE AD SALES ECOSYSTEM
In the age of real-time bidding and automated bid management, are the Digital NewFronts necessary? Aren’t they a throwback to old-fashioned media buying, when an advertiser could tell that half of his ad investment paid off but not which half? Absolutely not, says Skiko. While programmatic buying can be useful for digital prerolls and interstitials, “You want to know how the brand can be integrated and how you can be more relevant. That takes more than just spots,” she says. For digital video publishers looking to get her clients’ dollars, “The basics have to be there, but they want to illustrate what else they can do to have the brand involved at a deeper level.”

Zubi’s Sanchez concurs. “One could call it old-fashioned, but there’s still a need to talk about objectives and making it customizable for clients, as opposed to just making it cost-based. It’s about quality, not always about quantity.”

What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

Join us at PORTADA Mexico!

 

What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

Join us at PORTADA Mexico!

 

There were many news last week at the NewFronts, the weeklong series of presentations from digital content powerhouses in New York City.  The focus on Spanish-speaking consumers was particularly, and somewhat surprisingly, strong.  Below a roundup.

      • CNET to introduce Spanish-language version
        CBS Interactive (CBSi) plans to introduce a version of CNET for Spanish-speaking consumers in the fall. Jim Lanzone, president of CBSi, said he wants to offer unique digital content for a Spanish-speaking audience of 50 million in the U.S., with more in Latin America and across the globe. The Spanish-language version of CNET “will not just be a machine translating our English content into Spanish,” Lanzone said, “[it] will be its own distinct site.” CBSi is also working on a Spanish-language version of GameSpot.

 

      • Hulu Latino
        NewfrontsHulu announced  “East Los High” , the first English-language drama series produced by Hulu that specifically targets Hispanic audiences.   “East Los High”will  join the ten other Hulu Original Series and Hulu Exclusive Series that will be premiering as part of Hulu’s Summer Slate 2013,According to Hulu, “Dance, sex, romance and mystery are at the heart of this inner city school in East L.A. where two teenage cousins, Jessie, a 16-year-old virgin, and Maya, a troubled runaway with a violent past, fall in love with Jacob, a popular football player.  With this forbidden love triangle, Maya, Jessie and Jacob, along with their close friends, must face true-to-life decisions throughout a turbulent year that will mark their lives forever. A Hulu Exclusive Series, “East Los High” features an all Latino cast, director, writers and creators—many hailing from East L.A. More than 15 leading public health organizations such as Advocates for Youth, Voto Latino, California Family Health Council and Legacy LA, among others, advised on the scripts and content to address teen issues related to relationships and sexuality in a meaningful way.

 

      • NBC Universal Telemundo
        NBCUniversal’s Telemundo announced a partnership with The Weather Company to tailor weather coverage to a Hispanic audience. Telemundo hopes to increase interaction between its broadcasts and social media by partnering with Zeebox, a second-screen viewing app for tablets and smartphones.

 

      • Mundial Sports Network
        The Mundial Sports Network, a digital network catering to the U.S. Hispanic sports fans announced expanded digital video and branded content offerings at its New York City NewFront presentation. The network is offering branded audio content to advertisers through digital radio.

 

      •  Univision
        Univision Communications on Wednesday unveiled plans to launch several  web-only series; a new online destination for Hispanic millennials, and  announced the addition of five new channels to its UVideos platform.Among the new initiatives, Univision introduced Flama, a digital destination  that promises “culturally relevant content” targeting Hispanic millennials.  “This is the place for fun, irreverent content,” said Camila Jimenez, VP,  Strategy at Univision, at the presentation. Series concepts include  Salseras, and Back Home, a docu-series that “takes young  Hispanics on a journey back to their ancestral homelands with a small budget and  a list of challenges.”  Flama is slated to launch in the fall.

        Join us at PORTADA Mexico!

Emma CarrascoEmma Carrasco, currently Executive Vice President of Republica, a Miami based strategic and creative agency specializing in multiplatform marketing, will become NPR’s head marketer, announced Gary E. Knell, President and CEO of NPR. Her appointment as Chief Marketing Officer begins December 3 and follows an extensive national search.

Carrasco is a marketing, branding and communications executive with 30 years of experience that span advertising, branding, digital, promotions, communications and media for major brands. In this newly created role, she will develop and lead the implementation of a robust, cross-cutting marketing strategy to expand the visibility of NPR and public radio, and to grow audience and revenue.

“I’ve been an avid supporter of public broadcasting for many years, and I am thrilled to bring my personal passion and professional experience together at NPR,” said Carrasco, who added that “NPR and its Member stations have a great opportunity to become a part of the daily media diet of a generation of young and diverse listeners, and I’m especially excited to be a part of that endeavor.”

In addition, NPR announced that Loren Mayor becomes NPR’s SVP of Strategy on December 10. In addition to spearheading strategic planning she will help lead corporate business development. She currently is the Vice President of Strategy and Ventures at PBS, where she has served since 2008.

The appointments of Mayor and Carrasco are the most recent in Knell’s reorganization of NPR’s executive ranks, ten months into his tenure as CEO.

Diversity Approach

These executive appointments come at a time when NPR is redefining radio by expanding its reach and audience on digital platforms, investing in local journalism and diversity, including most recently a major project on race, ethnicity and culture. NPR programming is heard by 26 million radio listeners; 19 million visitors experience NPR on the web and via mobile devices. NPR programming is broadcast by 975 independent, locally managed public radio stations that serve virtually every community in the country.

NPR’s Ombudsman Edward Schumacher Matos also has a diverse-Hispanic background. Before joining NPR Schumacher Matos’ career included to found and become associate publisher of the Wall Street Journal Americas (from 1994–2003), editions in Spanish and Portuguese designed for Latin America, Spain and Portugal. In addition, he was a reporter for The New York Times and acted as the Madrid bureau chief, as well as the Buenos Aires bureau chief and the New York City reporter on the city’s economic development. He was also the founder and editorial director of Meximerica Media and Rumbo Newspapers, from 2003 until 2007.

A summary for Media Sales Executives, Advertising Agencies and Corporate Marketers to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • AARP
    The AARP has commissioned New York based D’Exposito & Partners with its Hispanic marketing outreach. A segment of the AARP Hispanic business remains with San Antonio based Hispanic agency Interlex.
  • República
    República , a multidisciplinary advertising, digital and communications company, announced the promotions of Florencia Contesse as
    senior account manager and Jose Cano as account manager in its Communications division. Contesse, who has been promoted from account manager to senior account manager, has extensive experience in reputation management for corporate and consumer clients in the general market, U.S. Hispanic and Latin America. She specializes in corporate, technology, consumer and entertainment communications.  Her current client roster
    includes Nielsen, Univision Communications and Bupa Latin America.
  • Mindshare-Ingrid Reyes
    Ingrid Reyes, Managing Partner and Multicultural Director North America at MindShare, has left Mindshare. A Portada reporter called Reyes at Mindshare and was told that “Reyes is no longer with the company.”

  • Update on Group M Hispanic Accounts
    Mindshare recently won the Abbott and CVS’s Hispanic accounts. However the New York headquartered agency recently lost the Sprint account (the digital part when to Digitas). Mindshare’s sister agency MEC Bravo recently won the Marriott, Energizer and Winn Dixie accounts. Another Group M agency (Mediacom) recently won the Bayer Hispanic account. In addition, Mindshare was recently awarded media responsibilities for RAC (Rent-A-Center) in the U.S. and Puerto Rico. The assignment includes media planning and buying responsibilities for traditional broadcast TV and radio, said Antony Young, CEO of Mindshare North America. The assignment will be handled by Mindshare’s New York office, which will begin work on the account immediately.

  • RadioShack with WPP (Wing)
    Hispanic advertising shop WING, owned by WPP Group’s Grey Worldwide, is set to start working this year on creative duties for recently acquired client RadioShack. RadioShack in April selected Grey as lead advertising agency of record after a lengthy review. The move means that RadioShack's creative and media duties are now under the same holding company; media planning and buying is handled by WPP's Mindshare, which was not affected by the review.

  • International Tennis Federation
    The International Tennis Federation has launched a Spanish-language version of its Olympic Tennis Event website as part of the build-up to the 2012 London Olympic Tennis Event at the All England Club, Wimbledon on 28 July – 5 August. The new Tenis Olympico website, www.itftennis.com/olimpiadas, provides Spanish-speaking fans with current news and information in their own language, and will also feature original content in Spanish in the run-up to and during the Games. The website will be supported by Spanish-language social media initiatives on Twitter (@tenisolimpico) and Facebook (tenisolimpicoitf) that will allow fans to interact with the rest of the Olympic tennis community.Tenis Olimpico is the third ITF website to be aimed at a Spanish-speaking audience following the success of the Davis Cup and Fed Cup websites (CopaDavis.com and FedCup.com/es). While there is already great interest in the Olympics in Spain and Latin America, the demand for information is expected to grow further when the Games are held in South America for the first time in Rio in 2016.

  • National Credit Union Administration
     The National Credit Union Administration (NCUA) announced a Spanish version of Pocket Cents—the free, new, and fun youth financial literacy micro-website unveiled in April. “As part of NCUA’s 2012 strategic plan, we are working to increase knowledge of credit unions in younger audiences. Spanish-speaking children are a growing population that we need to reach as part of these efforts,” said NCUA Board Chairman Debbie Matz. “With useful tips, fun games, and great graphics, Pocket Cents—and now its Spanish version—are raising student awareness of credit unions and assisting kids in planning for sound financial futures.
  • Hollywood Branded
    Los Angeles-based agency Hollywood Branded Inc. this week announced the launch of its Hispanic Consumer Marketing Division servicing the entertainment, corporate and consumer lifestyle sectors. Hollywood Branded's clients include Showtime, TNT, Fox, Syfy, Hornitos, Jim Beam, Effen Vodka and BlackBerry. "We match the opportunity to the brand by taking into consideration desired demographic reach, market timing requirements and the overall results and takeaways the brand is seeking … Leveraging the overall execution through cross promotion, retail components, media support and social media."
  • Targeted Victory (Romney Campaign) – Pulpo Media
    Targeted Victory, the company handling online ad buys for the likely GOP presidential nominee Mitt Romney, has partnered with Pulpo Media, a four-year-old Hispanic online ad targeting outfit. Pulpo has agreed to work with Targeted Victory – which also handled online ads for possible VP nominee Marco Rubio's Senate campaign – exclusively, meaning no other political ad firm can work with Pulpo this election cycle. The Republican digital consulting company itself has spent the last four years building up its own data, teasing out online voter segments for targeted online ad campaigns. "Targeted Victory has unique insights through their data strategy to understand voter information or potential areas to influence them for an election," said Justin Kuykendall, CEO and founder of Pulpo. "If we combine that data with [ours on online Hispanics] we can really hyper segment…in key states."

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How much does Hispanic media really affect public opinion. How much does it shape opinion making of politicians and members of the legislative?  A new study by  Xavier Medina Vidal, a Ph.D.candidate (photo) at the University of California Riverside sheds a lot of light on these issues.  The study called Voces del Capitolio: Spanish-Language Media in the Statehouse,” examines the influence of Spanish-language media on the development of Latino policy agendas at the state level.

According to the Study, Spanish-language media in the United States plays a critical role in shaping perceptions of public opinion among Latino voters and public officials of every ethnicity across the country. They also play a far greater advocacy role for the communities they serve than do their English-language counterparts, according to a University of California, Riverside researcher.

Spanish-language media gather news, do investigative reporting and report on news from state capitals, just as mainstream media do,” saiysD. Xavier Medina Vidal. “They also keep their readers informed about how the political system works and cover issues that are important to their readers that English-language media are not covering. They also have a better sense of Latino public opinion and help shape public policy on issues that are important to Latinos.”

His dissertation, “Voces del Capitolio: Spanish-Language Media in the Statehouse,” examines the influence of Spanish-language media on the development of Latino policy agendas at the state level. His research was funded by UC MEXUS (University of California Institute for Mexico and the United States) and involved spatial analysis (GIS), in-depth interviews with Latino and non-Latino state legislators, and data from an original national survey of state legislators.

A former fiscal analyst for the New Mexico Legislature, the 33-year-old graduate student said he is fascinated by the power of institutions, by the role of language in the political arena, and how Latino politicians and policymakers determine Latino policy issues. He focused on California and New Mexico, which has the largest proportion of Latino lawmakers of any state in the U.S., but also surveyed Latino legislators throughout the country, including Arizona, Florida, Massachusetts, New York and Texas.

Medina Vidal discovered that “ legislators depend on the media a great deal because they believe the media are representative of public opinion. For the Latino community in the U.S., Spanish-language media play a critical role in shaping perceptions of public opinion and link Latino constituents and their political representatives, much more so than English-language media. They speak to Latino public opinion and identity, and Latino perceptions of the political system in ways that English-language do not.”

For example, English-only laws are of particular interest to the Latino community, as are policies regarding education and housing. “For a lot of Hispanic communities in California’s Central Valley, water policy is closely linked to livelihood,” a perspective that is not often reflected in English-language media, he said.

Just how influential Spanish-language media have become was apparent in the 2006 immigration reform debate of 2006 when a Los Angeles radio personality, supported by other Spanish-language media, mobilized millions of immigrants across the country to protest HR 4437, which would have increased penalties for illegal immigration, Medina Vidal observed. The bill passed the House, but not the Senate.

“English-language media and politicians had no idea how much of an issue that was in the Latino community, and knew nothing about the rallies until they took place,” he said. “Many Spanish-language media had been reporting on the bill for months. The protests changed the debate, and Spanish-language media were at the heart of that.”

Non-Latino legislators also view Spanish-language media as an important resource for serving their Latino constituents’ needs, Medina Vidal’s research found.

“It goes beyond Spanish-language ads in political campaigns,” he said. “These legislators say they gain a better sense of Latino public opinion, and that improves the quality of representation for Latino issues. With the growth of the Latino population and its increasing influence in American politics, politicians are paying more attention and the way they’re doing that is through Spanish-language media.”

Born in Santa Fe, N.M., Medina Vidal is the son of a former New Mexico state legislator and grade-school teacher. In addition to research on how Latino policy agendas develop, he studies legislative and electoral politics of Mexico. He earned a bachelor’s degree in economics and Spanish, and a master’s degree in political science from the University of New Mexico, and chose UC Riverside for his Ph.D. program because of its national reputation in the study of American politics. In the fall he will join the faculty of Virginia Polytechnic Institute and State University (Virginia Tech) in Blacksburg, Va., as an assistant professor of American politics.

• Crown Imports

Crown Imports, Chicago, chose Goodby, Silverstein & Partners, San Francisco, part of the Omnicom Group, as the agency to create campaigns for the general market for two beer brands, Corona Light and Modelo Especial. Spending was estimated at $19 million. The assignment had most recently been handled by La Comunidad, Miami, which will continue to create campaigns for both brands that run in Spanish-language media. Goodby, Silverstein was for many years a creative agency for Budweiser beer. Cramer-Krasselt, Chicago, continues as the creative agency for the largest Crown Imports brand, Corona Extra beer. Crown Imports is a joint venture of Constellation Brands and Grupo Modelo. The assignment was first reported last week by adage.com.

• Farmers Insurance

Farmers Insurance launched its latest national Hispanic TV advertising campaign highlighting life's moments of peace, serenity and joy as observed by leading man, Edward James Olmos, and presented by Farmers Insurance and its University of Farmers-trained agents. Accentmarketing, Farmers Hispanic agency of record, produced the new spots as it continues its partnership with one of the nation's leading insurers. “Our new campaign brings to life those types of special 'peace of mind moments' that we all experience," said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers.  "Utilizing the training they receive at our award-winning University of Farmers, our Farmers agents are able to offer a similar 'peace of mind' to consumers each and every day." As part of a 360-degree campaign, these new spots will be joined by additional TV executions as well complementary radio, digital and print efforts that will be strategically deployed over time.

• Casanova Pendril/Denny’s. Resturants

Casanova Pendrill (CP) was selected Hispanic AOR for Denny's Restaurants
after a recently completed search. The Agency will handle all creative
duties for the chain of restaurants and will provide strategic counsel in
all areas of the business.

• New York Life

New York Life Insurance Company launched a series of financial protection workshops for parents in the largest Latino markets across the United States to coincide with Hispanic Heritage Month and Life Insurance Awareness Month; a month devoted each September to reminding Americans of the need to include life insurance in their financial plans as a way of protecting their loved ones. Some of the cities where New York Life is hosting these seminars include
Greater New York; El Paso, San Antonio, Austin, McAllen, and Corpus
Christi, TX; as well as various locations throughout California; New
Jersey; Washington State; and South Florida. 

• PM Publicidad – Getloaded

PM Publicidad has launched Getloaded for the service in Spanish, Getloaded.com/espanol.

• American Airlines – Ballet Hispanico

American Airlines becomes the Official Airline of the Ballet Hispanico through a partnership agreement.

• Delta – RLPR

Delta Airlines has partnered with RL Public Relations (RLPR) for Hispanic media and community outreach.

• Pepsi MAX

As Major League Baseball (MLB) gears up for the Postseason, Pepsi MAX announces the 2011 Field of Dreams Team.

• R&R Partners opens Hispanic division

R&R Partners, Las Vegas, opened a Hispanic marketing division, R&R ala Latina, based in its Los Angeles office. Two executives are joining R&R to lead the new unit: Andy Maroglio, vice president for strategy and development, and Manuel Huici, vice president and creative director. They had previously run their own agency, Cinco Talentos Creative Services, Miami, The New York Times reports..

Diario de Mexico USA is launching a Chicago edition in August. Contrary to most Hispanic newspapers, Diario de Mexico USA is a paid and daily publication. It is published from Monday to Friday’s and available over the newsstand

‘We`ll start with a circulation of 2,000 aiming to 6,000 within the first year”, Teresa Cabrero, Managing Director of Diario de Mexico USA tells Portada. “We want to have a test drive first and then aim to a bigger circulation with a proven product. We'll start in La Villita and Cicero City as a test market to have the first learning curve, eventually expanding up to the border of Indiana and always following the growth of the Mexican community.” The newspaper is going to be sold at newsstand, vending machines and through a network of newspaper sales people (“voceadores”) in the above cited Chicago neighborhoods.

The launch of the Chicago edition will also provide national advertisers a larger footprint together with the New York edition. The bulk of the advertising, however is projected to be local advertising, similarly to the New York edition. In New York the newspaper has a circulation of 17,000 (ABC audited) from Monday to Friday. “After 8 years in the USA, we are established as the largest Mexican daily in the Northeast. This experience makes us confident enough to look into new markets, and Chicago represents a big enough Mexican community to be our next challenge with market conditions favorable for a newcomer. From there, we'll keep expanding to new markets following the Mexican community growth across the USA.”

Chicago content…
The content of the Chicago edition will be targeting Spanish dominant Hispanics, with a true insight on the Mexican community. Beyond the language, the paper takes into account the segmentation of the Mexican reader, the level of involvement with US culture. With this in mind, it will have local and general news. According to Cabrero, the competitive advantage is that it provides content from Mexico such as national news, sports and entertainment.

….different from New York edition.

Diario de Mexico USA Chicago will have different content than the New York edition. That means that although there will be a shared core, both editions will be targeting their own communities bringing local news from Mexico of specific interest.
“One main factor is the origin of the Mexican population, because we provide content coming from their hometowns in Mexico and therefore we must cater to that specific community. This means to have an important part of content originating in very different parts of Mexico, to the extent of having hyper-local news from Mexico that appeal to migrants because they are still very attached to their families back in Mexico.”

 

Leveraging content/operations from Mexico

Diario de Mexico USA is published by Mexico’s Grupo Bracamontes, which owns newspapers such as Diario de Mexico and Diario de Morelos together with radio stations in Mexico. Diario de Mexico USA leverages content from its sister newspapers in Mexico. “We feed local information to our office in Mexico City, they put it together with the rest of the content and design the whole paper and then they send it back to us in PDF format so we can print here in the USA. This way, we benefit not only from lower costs but also, and very importantly, from the unique Mexican perspective that our reader seeks here in the US,” Cabrero concludes.
.

Related Articles:

Diario de Mexico's Content  Editorial emphasis is placed on news pertinent to the tri-state area's Mexican community

Bringing business sense to a Mexican daily

 

Telemundo 52 KVEA, Telemundo’s flagship station in Los Angeles, announced today the appointment of award-winning journalist, Ana Patricia Candiani, as news anchor for the station’s 6PM newscast, Noticiero 52. Effective Monday, January 31, Candiani will lead the anchor desk, leading a team of renowned journalists, including Ruben Luengas and Jose A. Ronstadt. In addition, Candiani will also contribute as investigative reporter for the news department and participate in the station’s news program “En Contexto.” Noticiero 52 airs Monday through Friday at 6:00 PM on Telemundo 52 KVEA.

Candiani is an award-winning journalist with more than 16 years of experience reporting to the Hispanic community in the United States. She began her career in Mexico, where she majored in Communications from Monterrey University, city in which she served as general director for a public radio network. During her tenure, she expanded the network from four to nine stations. She moved to the U.S. in 1994 to join 24-hour news channel Telenoticias as news anchor. She also worked as host for the channel’s entertainment shows. In 2000, she was named anchor of Telemundo’s news magazine “Ocurrio Asi,” in which her unique style contributed to an increase of 85 percent in viewership. Two years later, she joined “Noticiero Telemundo” as co-anchor. During her tenure at Telemundo, Candiani also hosted popular investigative magazine “Sin Fronteras.” Candiani also worked at CNN en Español and most recently at Univision Network’s “Noticiero Univision.”

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1. Los resultados del censo EEUU 2010 reivindicarán el mercadeo hacia hispanos

Se espera que los resultados del censo en EEUU se encuentren completamente procesados para septiembre de este año. Gran parte de nuestra Quinta Conferencia Anual de Medios Hispanos Impresos y Digitales en Septiembre del 2011 se dedicará a analizar las implicaciones mercadotecnias que tienen estos resultados. Esperamos entonces, que los datos del censo avalen y refuercen el mercadeo hacia hispanos. Para un acercamiento en profundidad, lo invitamos a leer nuestro suplemento especial sobre el Censo EEUU 2010, en donde el equipo de Portada analiza las consecuencias y el impacto de los resultados del censo sobre los presupuestos de mercadeo hacia hispanos.

2. Los mercados hispanos emergentes serán cada vez más importantes

Los mercados pequeños, que tradicionalmente se han encontrado por fuera de los radares de los anunciantes, incrementarán su importancia debido al crecimiento acelerado de la población hispana (y su poder de compra). Los resultados del censo darán cuenta del crecimiento en estados como Arizona, Colorado, Georgia, Washington y Utah. El foro de Portada sobre los Mercados Hispanos Emergentes, el 21 de septiembre de 2011, se encargará de poner en contacto a las grandes agencias de Nueva York y ejecutivos de medios y mercadeo con los ejecutivos de las agencias de publicidad que trabajan con mercados hispanos emergentes.

3. El español continuará siendo el idioma predominante entre los hispanos

La mayor parte del crecimiento de la población hispana estará dada por aquellos que nacieron en los EEUU. Sin embargo, el uso del idioma español se incrementará debido al interés que segundas y terceras generaciones de hispanos están mostrando hacia sus raíces y hacia la lengua de sus ancestros.

4. Se incrementarán los esfuerzos de promoción, media, relaciones públicas y mercadotecnia de contenido (content marketing)

Los matriz POEM provee diferentes alternativas para que los técnicos en mercadeo se conecten con los consumidores. En el 2011 los mercadotécnicos pondrán aún más énfasis en los medios “propios” (observen las mini telenovelas como ejemplo de este énfasis por parte del Departamento de Transporte de Texas) y las iniciativas en redes sociales de General Mills, como el sitio de Que Rica Vida)

5. Aumentara la integración de marcas (“product placement”) y los medios de comunicación se expandirán al negocio de las agencias. 

Las compañías de medios venderan una mayor parte de su publicidad en concepto de integración de marca,  como GM, T-Mobile y Domino´s Pizza en la novela de Univision “Eva Luna”. Además, los medios actuarán cada vez más como agencias de publicidad, asesorando a sus clientes sobre cómo manejar sus proyectos de mercadotecnia. Las grandes compañías mediáticas también compraran medios para sus clientes en otros medios que no le pertenecen.  Vean, por ejemplo, como Hearst se comercializa como “Hearst Soluciones Mediáticas” o la unidad integral de mercadeo de Meredith que provee a las marcas y a las corporaciones de soluciones integrales de mercadeo.

6. Las compañías de periódicos se mantendrán (y florecerán nuevamente)

A pesar de los comentarios negativos, a menudo provenientes de los mismos dueños de periódicos, la baja en la inversión publicitaria de medios impresos se verá contrarrestada en el 2011. Los editores exitosos se reposicionarán como grandes jugadores y líderes de los negocios locales en publicidad. Habrá menor cantidad de periódicos, pero más poderosos. Los medios impresos serán viables en su justa medida.

7. La contratacion de publicidad en línea cada vez se parecerá más a la compra de activos financieros

La proporción de publicidad en línea sobre la totalidad de la inversión publicitaria continuará creciendo, particularmente en el mercado hispano. Las redes latinas de publicidad en línea seguirán prosperando. Sin embargo, la publicidad en línea se convertirá cada vez mas en un negocio “commodity” en el cual los compradores y agencias contratarán una cierta cantidad de impresiones/clicks orientados a audiencias muy específicas. Compraran audiencias y no medios. Las agencias y los comerciantes cada vez tenderán más a ser analistas cuantitavos y matemáticos.

8. Reinan los medios de comunicación televisivos y radiales

Los medios de comunicación de television hispana continuarán manejando la mayor parte de la publicidad en el mercado (por ejemplo vean la campaña reciente de Kohl´s en radio y tv). El número total de audiencia que pueden alcanzar las cadenas de radiodifusión no puede ser alcanzado fácilmente por otros tipos de medios. También habrá mayor competencia en el mercado de medios hispanos con la entrada de nuevos jugadores y con el afianzamiento de medios como V-me, que recientemente se convirtió en parte de la red Nielsen. La Web TV, aunque aun no es un sector muy grande, también incrementará la competencia.

9. Las agencias del mercado general se verán más involucradas en el mercado hispano

El enfoque del mercado general o “total” ganará terreno. Los defensores del enfoque del mercado total (“Total Market Approach”) argumentan que para evaluar la tasa ROI y la optimización del gasto publicitario, los patrones de distribución de las ventas y el consumo de los medios de comunicación para los hispanos deben ser evaluados con respecto al mercado general. Las agencias del Mercado general obtendrán más cuentas que apunten a consumidores hispanos y las incorporarán en sus presupuestos generales. Esto es lo que ocurrió en el 2010 con la cuenta de Home Depot que pasó de Vidal a Richards Group (Richards Lerma). Además, las agencias que trabajan en el mercado general podrán inclusive lucrar con la compra eficiente de medios incluyendo el presupuesto para medios hispanos en el presupuesto general.

10.   ¿Funcionarán las redes sociales como plataformas publicitarias?

A pesar de que se espera que Facebook alcance ganancias de 500 millones de dólares en el 2010, todavía no es claro el panorama con respecto al buen funcionamiento de la publicidad en redes sociales. Como escribió Marcelo Salup en una de nuestras columnas recientes “Es social, ¿pero es medio?”, En dos encuestas diferentes que conduje, apenas el 15% de los encuestados afirmó hacer click sobre algún aviso publicitario en las redes sociales. La cantidad de respuestas obtenidas (menos de 100) es ya, de por sí, una signo sobre cómo funciona la interacción con el consumidor en esas redes. Anecdóticamente, la mayoría de mis amigos y conocidos también obtuvieron una tasa baja de interacción con publicidad directa en las redes sociales. Históricamente, la tasa promedio de clicks (CTR- “Click Through Rate” o porcentaje de personas que visitan una página y hacen click en un determinado botón o vínculo) se ha estado deslizando a la baja, a tal punto que probablemente en la actualidad el CTR es inferior a un 1%.” En relación a la capacidad de interacción con las marcas de las redes sociales, Marcelo Salup agrega “No creo que ningún anunciante haya encontrado la vuelta a los anuncios en las redes sociales. Parece haber dos categorías de fanáticos, los aburridos y los que se unen a los grupos para decirle a las compañías “que apestan”. Evidentemente, algunas compañías si lo están haciendo bien, como Nike o Coca Cola… pero si miran detalladamente un 25-30% de los comentarios son negativos”.

11. La publicidad en teléfonos celulares gana mucho peso

La expansión de los teléfonos celulares “inteligentes” (“smartphones”) está demarcando el mercado de la publicidad móvil. Esto tiene una implicacion importante para el mercado hispano, la tasa de crecimiento de los teléfonos celulares inteligentes hispanos está superando la tasa de crecimiento del mercado general de celulares.

La publicidad móvil superará una inversión de 2 mil millones de dólares en el 2011. Google ampliará su liderazgo alcanzando dos tercios de los ingresos en el mercado. Su competidor, Apple, le sigue con un 10% de las ganancias totales (nuestra proyección basada en las cifras de IDC 2010). A pesar de que las aplicaciones funcionan como una plataforma para la publicidad, también en el mercado hispano, estas no recaudarán la mayor parte de la inversión en publicidad móvil. También esperamos que los cupones digitales aumenten de manera significativa.

12. El auge de la publicidad local en línea

La publicidad local crecerá mucho, sobre todo la publicidad local interactiva. Borrell Associates predijo que la publicidad en línea local crecerá un 18% en 2011 desde los 13.6 mil millones de dólares que se invirtieron durante el 2010. Las nuevas tecnologías como las herramientas de búsqueda local, publicidad móvil y grupos de compras (como por ejemplo Groupon) aumentarán la eficiencia de la publicidad local. Los medios tradicionales (periódicos, páginas amarillas, tv – vean el esfuerzo de Univision a comienzos de año) pelearán por una mayor proporción en la inversión publicitaria local con los nuevos jugadores como las redes sociales y los sitios de comercio electrónico.

Artículos Relacionados:

Análisis: Apps: ¿Se utilizan como vehículo publicitario por anunciantes y medios latinos?

Análisis: Redes de Publicidad ¿Quiénes son los jugadores más importantes? (Contenido Premium)

Análisis: ¿Por qué las redes de publicidad en línea están al rojo vivo en Latam? – Contenido Premium

Investigación: La inversión publicitaria aumentará un 26% en Latam

Investigación: Latinoamérica lidera el ranking de crecimiento en el mercado publicitario

 

Todo el mundo está hablando de las aplicaciones “apps”. Aplicaciones para Ipads, Iphones, Blackberrys… Los consumidores, y en especial los consumidores latinos, las adoran. Lo mismo ocurre con los técnicos en mercadotecnia que las utilizan para conectar con sus audiencias y fomentar el consumo de sus productos, pero ¿pueden los medios utilizarlas para ganar dinero a través de patrocinios y publicidad?

Hay ya algunos medios latinos que venden patrocinios y publicidad en torno a sus aplicaciones. "Actualmente vendemos patrocinios a través de aplicaciones ", dice Juan José Durán, Director de Medios Interactivos en Televisa Publishing y Digital en Miami.

"Creo que los anunciantes saben que los usuarios prefieren las aplicaciones en lugar de mensajes de  texto o publicidad visual en los teléfonos móviles. Ofrecen una experiencia rica y acogedora”, dice Fernando Monedero, Director General de MPG International (Havas Media) en Miami, que planea y compra medios digitales para marcas como BBVA, LVMH (incluyendo Dior), Hyundai- Kia, Gruma, Office Depot and Mars.

Medio millón de descargas

Nuestras aplicaciones para videos y fútbol en nuestros teléfonos inteligentes tienen gran éxito. Al día de la fecha tuvimos 500.000 descargas de nuestra aplicación de fútbol y más de 400.000 para la aplicación de video en varias plataformas, Iphone, Ipad, Android, Blackberry y Nokia”, afirma Kevin Conroy, Presidente de Univision Interactive Media.

Univisión cubrió los partidos de fútbol de la Copa del Mundo mediante retransmisión en vivo a móviles.  La compañía utilizó aplicaciones para otorgar contenido extra de los 64 partidos a través de iphones, ipads, etc. Las aplicaciones se encargaban de proveer las últimas noticias, videos y fotos en sincronización con los contenidos transmitidos por univisionfutbol.com, que también incluía blogs y sitios de redes sociales de fanáticos para alcanzar a los usuarios.

En febrero del 2010, la estación de TV del grupo de Telemundo lanzó la primera aplicación para iphone sobre noticias y entretenimiento en español. La aplicación, sostenida por su socio LSN Mobile, una red local de servicios de telefonía, es una extensión de la aplicación “A la mano”, que fue lanzada en el 2007 para proveer contenido de las páginas web de las estaciones locales de Telemundo a los teléfonos celulares de los usuarios. Hay nueve aplicaciones en total que incluyen a Chicago, Los Angeles, Dallas, Miami, Nueva York, San Jose, Houston, Puerto Rico y Phoenix.

Las nuevas aplicaciones incluyen todo el contenido informativo de “A la mano”: noticias, clima, deportes, entretenimiento, videos en alta calidad, lotería y horóscopo. Además, posee una personalización por mercado y un diseño muy fácil de navegar. La aplicación “A la mano” es gratuita en los EEUU en las tiendas de aplicaciones de Iphone o Itunes. “Estaremos lanzando nuevas aplicaciones para el 2011”, aseguró Enrique Perez, SVP de ventas locales en Telemundo.

Asimismo, Batanga, un sitio para música latina, recientemente  lanzó aplicaciones gratuitas para Iphone y iTouch. La aplicación está completamente integrada a la plataforma de radio en vivo de Batanga y permite a los usuarios escuchar sus estaciones de radio favoritas.

“El lanzamiento de la aplicación para radio de Batanga les provee a los latinos la primera aplicación enfocada en radios latinas, lo que les otorga a los usuarios la posibilidad de escuchar miles de canciones que no podrían escuchar en otras aplicaciones de radio”, comenta el CEO y Presidente de Batanga Rafael Urbina. La aplicación provee a los usuarios con la posibilidad de crear cuentas que se pueden utilizar tanto para la aplicación como para el sitio web. “La respuesta ha sido abrumadora y apasionante”, dice Urbina.

Televisa Publishing y Digital posee tres aplicaciones disponibles en los EEUU para el mercado hispano. Juan Jose Duran especifica: “Televisa Deportes, que provee contenido sobre la división deportes, Minuto x Minuto, otorga información sobre juegos de fútbol en vivo y Televisa Espectáculos, que se especializa en las noticias de entretenimiento”.

“Lanzamos la primer aplicación para iPhones para las estaciones de TV locales en español con nuestro socio LSN Mobile. En ese momento contamos con el apoyo, y lo seguimos contando, con anunciantes como Ford, Chevrolet, Picture House, University of Phoenix, entre otros”, explica Perez de Telemundo.

Steven Swartz, Presidente de Hearst Newspapers, dijo recientemente en la cuarta conferencia anual Portada sobre Medios Impresos y Digitales orientados a Hispanos, que “Debemos evolucionar junto con la tecnología. Estamos buscando una aplicación para nuestro periódico ya que está por salir al mercado el iPad y otras tablets”

Precios

Los modelos para valorar y poner precio a los patrocinios de aplicaciones pueden adquirir varios formatos.  “Nosotros consideramos a las aplicaciones como un medio digital independiente. Generalmente el precio es mas alto que otro tipo de colocación de medios debido a que llega a una audiencia que es mas de nicho”, señala  Juan Jose Duran de Televisa. Tanto el CPM (Cost per thousand impressions- costo cada mil impresiones) como los modelos de patrocinio son utlizados para vender publicidad a través de aplicaciones.

“Vendemos publicidad en  aplicaciones, incluyendo video display , “rich media” y “pre-roll”. La venta esta basada tanto en el modelo de patrocinios como en la de CPM”, dice Kevin Conroy, presidente de Univision Interactive Media.

Enrique Perez de Telemundo añade  que la publicidad en las aplicaciones es vendida a través del equipo de ventas de las estaciones de TV de Telemundo. “Las aplicaciones contienen banners, otros tipos de publicidad en línea display;  tienen todo lo que tiene WAP”

Otros medios hispanos incluyendo a “Viva de AARP” y “People en español”, no poseen todavía. “En AARP, vendemos lo hispano en múltiples plataformas pero todavía no trabajamos con aplicaciones”, dice Roger Gonzalez, Presidente de Alliance Media, una firma que vende publicidad para ARRP, Viva.

El Medio Corporativo vs. La Compra de Medios

Las corporaciones utilizan aplicaciones para alcanzar y conectar con sus consumidores. De hecho, las aplicaciones y las redes sociales están haciendo que las corporaciones incrementen el uso de sus propios medios y le resten un poco la importancia a la compra de medios de terceros (la publicidad clásica).  

Los anunciantes están ofreciendo aplicaciones a sus consumidores como herramientas de interacción con sus marcas, juegos o servicios útiles como aplicaciones para cambios de divisa en el caso de los bancos los bancos o para comparar tasas de embarque para las aerolíneas. Es una gran forma de alcanzar a los consumidores y obtener su lealtad”, dice Fernando Monedero de MPG.

La fábrica de muebles suecos minorista Ikea, recientemente lanzó un catálogo en español por medio de una aplicación para Iphone, le dijo a Portada Sofia Escamilla, VP de Medios en el Grupo Phelps.

Que Rica Vida, la marca hispana multi-plataforma de General Mills, recientemente lanzó su primer aplicación en español para Apple (R) Ipad, que provee a los usuarios con más de 900 recetas en 12 categorías diferentes: bebidas, comidas, pastas, pan, galletas, postres, sopas, entradas, ensaladas, desayunos, etc. La aplicación, Que Rica Vida Recetario, está disponible sin cargo para Itunes. Cada receta viene acompañada de una foto color y las indicaciones para que sea fácil preparar la receta. La aplicación también provee a los usuarios con un calculador de medidas y conecta directamente con el sitio web, en donde los usuarios pueden acceder a más recetas y también a información sobre paternidad, salud y educación.

Content Farms are all the rage in the media and advertising world.Companies like Demand Media, Answers.com and Yahoo’s Associated Content create thousands of pieces of content per day and are making a big impact on the Web. In fact, these companies are now among the top 30 websites in the U.S. Google and other search engines are important partners of content farms as these companies monetize the traffic that search engines send them through online advertising.

Content Farms, who employ thousands of low cost freelancers, are also vendors to traditional media companies. Gannett’s USA Today recently announced that it hired Demand Media for travel tips content.

Are there content farms catering to the Latin media space? The concept makes a lot of sense, particularly once the skilled and low cost Latin American talent base is taken into account. There clearly is an opportunity here for savvy entrepreneurs to monetize content that can be produced inexpensively by a very talented Latin American workforce and then “exported to the U.S. and Spain.”

In the audiovisual productions world it has already been happening with a sizable quantity of TV and movie production being outsourced to companies often based in Argentina, Mexico and Brazil. The recent announcement of Televisa $1.2 billion investment in Univision which will expand and extend the long-term Program License Agreement (PLA) between the two companies shows what a crucial role Latin American content, off-line and online, has for the U.S. Hispanic market.

What plans do major online content players have for the U.S. Hispanic and Latin American markets? Regarding pure online players, AOL recently announced that it is hiring more than 500 journalist in a major content push. Miguel Ferrer, Director of AOL Latino, tells Portada that for the Hispanic and Latin American markets AOL will be hiring additional staffers in Mexico and New York.

Armando Rodriguez, Head of Sales & Business Development (GM), Yahoo!Hispanic Americas, recently told Portada that Yahoo! Recently begun to integrate Associated Content on Yahoo! News, Y!Finance, Y! Sports and other “purple” properties.(However, we add, Associated Content does not have Spanish-language content.) Regarding Yahoo’s own editorial team, Rodriguez noted that Yahoo’s main editorial team and offices for Latin America and the U.S. Hispanic market are based in Miami, Sao Paulo, Mexico City, Buenos Aires, and of course Sunnyvale California – the company’s headquarters.” (To read the entire interview with Rodriguez, please go to www.portada-online.com).

But why aren’t there Latin (Spanish and Portuguese specific) content farms? Our guess is that the sector is still in an embryonic phase and that in the next twelve months Latin content farms will emerge.Stay tuned as Portada reports about this nascent sector in the next months.

ONLINE VIDEO ADVERTISING: OAN INCORPORATES MAXIMUM TV

Orange Advertising Network Americas (OAN), the advertising sales house, announced that it has incorporated MaximumTV into its network of premium sites targeting the Hispanic Market in the US.

With this exclusive partnership OAN Americas will monetize MaximumTV’s online television programming service, offered at www.maximum.tv In the growing online video market, Orange Advertising Network Americas and MaximumTV aim to take the leadership in the US Hispanic market segment, with an increasing number of brand advertisers shifting marketing dollars to online advertising vehicles.

UNIVISION LAUNCHES 72 ONLINE, MOBILE TV AND RADIO SITES

Univision Interactive Media, Inc. announced the launch of 72 new online and mobile TV and Radio sites in 20 top Hispanic markets nationwide. This is part of Univision’s ongoing effort to drive growth on the local level, as well as enhance user experiences and maximize engagement and traffic across all its digital platforms.The initiative has already begun, and will continue through the end of the year.

“These enhancements will grow our audience and engagement, while allowing us to better serve our advertisers and partners with expanded features and a stronger platform through which to reach our valuable audience.” said Kevin Conroy, president, Univision Interactive Media.In addition to the new online and mobile sites that have already launched in Miami, Los Angeles and New York, new sites in the following markets will roll out through the end of the year: Chicago, Houston, Dallas, San Antonio and San Francisco; Austin and Phoenix; Fresno; San Diego and Sacramento; Puerto Rico, Atlanta and Philadelphia; El Paso and McAllen; and Las Vegas and Albuquerque. (For more information on how Media Companies are increasingly focusing on local media to target Hispanic consumers, read “It’s all about Local” Cover Story of the last Portada issue (Nr. 40, Q4 2010 also available at .)

ACCOUNT MOVES

JC Penney
JP Penney reassigned Hispanic marketing and buying responsibilities to Conill and OMD. The Vidal Partnership will no longer handle the creative and account duties, Conill is the new agency in charge.OMD will handle media buying. Earlier this year, New York City based The Vidal Partnership lost another important retail account: Home Depot to Dallas based Richards Lerma group.

Wendy’s
Last Summer The Bravo Group and Bromley Communications were the finalists in the pitch for Wendy’s Hispanic business.The pitch was for all areas but Hispanic media planning and buying, which is handled by MediaVest and MV42.Now Wendy’s International, Inc., part of Wendy’s/Arby’s Group, Inc. named Miami-based Bravo Group as its U.S. Hispanic agency of record. Bravo Group will be tasked with creative, planning and strategy to engage and attract the more than 45 million Hispanic consumers in theU. S. to the Wendy’s brand. Hispanic media planning and buying will remain with MediaVest and MV42.

Verizon
Lopez Negrete Communications, Inc., announced a new business alliance with Verizon Communications Inc. to market its landline telephone, TV and highspeed Internet services, including the company’s ground-breaking fiber optic service, FiOS.

Lopez Negrete will be the full-service marketing and communications agency of record focused on the Hispanic market.

The agency will provide a full range of support, including Hispanic advertising, strategic planning, media buying and planning, creative, digital, promotions, event marketing, and public relations.

Mazda
Following a comprehensive advertising agency review, Mazda North American Operations (MNAO) announced that WPP Group has officially taken over as its fullservice marketing-communications partner.

The $150 million Mazda advertising account is shifting from Southfield, Michigan based independent agencyW. B. Doner & Co. To a consortium of WPP Group agencies in California that will rely heavily on a template created in metro Detroit.

Some of the Mazda work, such as media buying, already was handled by WPP's Dearborn, Michigan based Team Detroit.

Unilever
Zubi Advertising was selected Unilever's Multicultural Agency of Record for all Personal Care brands that have dedica- ted multicultural marketing communications associated with them, Tatiana Hansell Sr. Brand Manager – Multicultural Marketing at Unilever tells Portada.

Mindshare is retaining the planning and buying business. In fact, the agreement warranting Mindshare the buying and planning business was recently renewed.

Unilever's personal care brands include: Axe, Dove, Lifebuoy, Lux, Pond's, Rexona, Signal-Close Up, Sunsilk, TIGI, Vaseline.

HOY FIN DE SEMANA INCREASES HOUSEHOLD DISTRIBUTION BY 40%

The Los Angeles Times Media Group’s Hoy Fin de Semana increased its distribution from 500,000 to more than 700,000 households in Hispanic-dominant ZIP codes across the Los Angeles DMA starting last October 2nd. The 40% increase in the Spanish-language weekend publication’s footprint targets the nation’s largest Hispanic market.

Editorial coverage will also be expanded to provide additional sports, entertainment and health news and information together with what-to-do / where-to-go guides and calendars. Hoy Fin de Semana publishes every Saturday and can also be found online 24/7 alongside all of Hoy’s multimedia offerings at www.vivelohoy.com.

GRUPO PRISA LOOKS TO GROW IN U.S. HISPANIC AND LATIN AMERICAN MARKETS

Liberty Acquisitions, a New York City special purpose acquisitions firm led by Martin Franklin and Nicolas Berggruen is injecting $900 million into Spain’s media conglomerate Grupo Prisa. With some pressure off Prisa’s balance sheet, Prisa seems likely to spend more time looking at opportunities outside Spain, including the Hispanic market in the US and Latin America. “A diverse US Hispanic population is unified only by the Spanish language”, Juan Luis Cebrian, CEO of Prisa told the Financial Times. “But the problem is the quality of the product [Spanish programming] has been very low”, Cebrian added.. Prisa is a majority investor in U.S. Hispanic broadcaster V-Me as well as in Union Radio, which has extensive radio properties in both the U.S. Hispanic and Latin American markets. America’s growing bilingual population has also prompted text book publisher Santillana, also owned by Prisa, to start work on forming a unit specializing in bilingual education, Mr. Cebrián said, which he intends to deploy in the Americas.

PAL FOCUSES ON MONETIZING US HISPANIC AUDIENCES

“Periódicos Asociados Latinoamericanos” (PAL) celebrated its Fifth Annual Meeting in Lima, Peru. The meeting was hosted by Peruvian newspaper La República.Executives of member newspapers discussed the international advertising situation as well as PAL’s different content offerings.

Vicente Jubes, general manager of PAL, highlighted that PAL markets premium online inventory accessed by U.S. Hispanic audiences to U.S. Advertising Agencies.

PAL is headquartered in Miami, and offers multiplatform solutions for the region. Its members publish 22 newspapers and 100 magazines. It’s online properties have 42 million online users, of which 6.5 million are in the United States. PAL member newspapers are Clarín (Argentina), La Tercera (Chile), La República (Perú), Hoy (Ecuador), El País, El Colombiano, Vanguardia Liberal y El Universal (Colombia); El Informador, La Verdad, El Tiempo y El Universal (Venezuela); La Prensa (Nicaragua), El Diario de Hoy (El Salvador), La Prensa (Honduras) y Diario Libre (República Dominicana).

Increasingly, major Latin American publishers are attempting to monetize their U. S Hispanic traffic. GDA, Grupo Diarios America, recently introduced GDA Digital, a new digital product using open ad-stream technology for which it is partnering with Real Media Latin America.

BRAND EXTENSION: VME LAUNCHES VME KIDS

Hispanic TV broadcast network Vme strengthened its commitment to Latino families with the launch of a new channel for preschoolers – Vme Kids, a 24/7 channel to focus specifically on preschoolers for whom Spanish is the home language.

Vme Kids launched on AT&T U-verse channel 3058 on September 1, 2010 with additional distributors to be announced.Vme will support each of its distribution partners with significant on-the-ground marketing events such as book tours with Vme’s sister company, Santillana USA, owned by Spain’s Grupo Prisa, and a LazyTown Live! School-based tour.

FOX NEWS LAUNCHES MOSTLY ENGLISH SITE FOX NEWS LATINO

Fox News launched a new website targeting English-dominant Hispanics: Fox News Latino. The site covers news with a focus on longer features and analysis of interest to Hispanics. The site went live just as the Chilean miners rescue was about to start.

Customized for the U.S. Latino audience, the new site (www.FoxNewsLatino. com) features culturally relevant content built around the interests of Hispanics online; videos and content will be in both Spanish and English, including reports from the United States in addition to those filed in Latin America.

Fox News Latino is mostly in English with tabs on Home, News, Entertainment, Sports, Health and Lifestyle. In addition, it offers the “The Español vertical,” a Spanishportal for Hispanics that offers comprehensive Spanish language products and services including U.S. and Latin American news, financial tools, the latest in music and entertainment, personal finance, sports, fashion and beauty. Several articles are provided by newswires Efe and Associated Press.

In making the announcement, Michael Clemente, Senior Vice President of News Editorial for the network said, “The launch of FOX News Latino creates an unprecedented opportunity to expand our reach by engaging the fastest growing minority audience and providing a unique platform for compelling and original content focused on the Latino community and the American dream.”

Fox News Latino will be led by Senior Editor Alberto Vourvoulias-Bush (formerly of El Diario/La Prensa of New York) and Manager Francisco Cortes.

LATIN AMERICAN AGENCIES ENTER INTO THE U.S. HISPANIC MARKET AS MEXICAN GRUPO W EXPANDS…

Grupo W begun operations in the U.S. In late October. The Mexican agency decided to open offices in Miami to work with agencies and advertisers in the Hispanic Market and offer the digital services the company offers in México. Grupo W hired Lynn Ponder as new business developer to search new clients in the US.

“We are open to colaborate with agencies with experience in the U.S. Hispanic Market”, said Ulises Valencia, partner and founder of Grupo W. Miguel Calderón, cofounder added “We've worked with agencies like Wieden + Kennedy, Goodby Silverstein & Partners, 180 Amsterdam and Crispin Porter + Bogusky. Our plan is to take this experience in our new venture.We are looking forward to work with Hispanic agencies.”

AND COSTA IMC ACQUIRES CAM ADVERTISING & MEDIA

Costa Imc announced the acquisition of CAM Advertising & Media. CAM was founded by Carlos Morales and has been operating in Central America and the Andean region for the past 10 years.

Among the agency's current clients are leading brands such as Anheuser-Busch InBev, Del Monte, Sabic, Saudi Aramco and Discovery Networks.

“The competitive advantage that CAM brings to Costa Imc can be summarized in the areas of online media planning, buying, optimization, and measurement. I'm excited about immediately impacting the way Costa Imc serves its clients and looks forward to being part of one of the most prestigious privately held marketing consortiums in the region,” says Mr. Morales.

The team at Costa Imc is bringing Mr. Morales as head of media for the Latin America and U.S. operations. This strategic move builds on the agency's effort of positioning Costa Imc as a leader in the interactive marketing arena.

Since the beginning of 2010, Costa Imc has bolstered a robust portfolio of clients, hired top creative and strategic talent, and expanded its services to become a full service interactive agency focusing on the U.S. Hispanic and Latin American segments.

DISNEY EN FAMILIA CLOSES

Disney en Familia the custom publication published twice a year by Disney is closing. The publication was launched by Disney in the summer of 2008 and has a circulation of 350,000. The winter issue, to be published in a few weeks, will be its last.

Consumer research done by Disney showed that consumers want transactional information (e.g. offers about products they care about like new DVDs, information on authors, parks etc…). Disney concluded that a lifestyle themed custom publication is not an effective vehicle for giving its customers what they want. Instead, Disney will increase its marketing including digital advertising and direct mail efforts. “Despite the closure of Disney en Familia we are more excited than ever about the Hispanic market and are committed to creating great entertainment and experiences for the Hispanic consumer” Jonathan Friedland, Senior Vice President – Communications at the Walt Disney Company, tells Portada.

Disney en Familia readers will be invited to register to receive offers and promotions on Disneyenfamilia.com. In addition, Disney plans to expand content offerings on Disneylatino.com, a site that currently is mostly directed to Latin American consumers.

Other Disney owned media active in the Hispanic market include cable channel ESPN and ESPN la Revista which is published in conjunction with Mexican publisher GW Publishing.

CHANGES AT CAFÉ MEDIA

After Julian Posada the publisher of Café Magazine, was named new president of MLS club Chicago Fire, everyone in the Hispanic media world asked what would happen Café Media. Posada founded Café Media, an English-language publication and website catering to acculturated Latinos, in October 2008. We heard back from Posada. He tells us that Alejandro Riera is the new interim publisher and editor in chief.

More importantly, Café Media has been looking for funding to expand its presence in other major markets. Currently the publication has a circulation of 45,000 in Chicago. However, it did not find investors willing to fund that national expansion. Due to budget constraints Café Media had to reduce expenses substantially including Julian Posada's salary. The number of fulltime employees has been reduced and so has the number of freelancers the publication uses.