Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.
GlobalWebIndex and Publicis Media have published a dataset offering information about online behaviors, cultural preferences, and linguistic choices of Hispanic Americans. Hispanics represent 18% of the U.S. population; this data will help brands understand the segment’s complexities according to linguistics, regions, and cultural affiliations.
UCI and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”. In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.
TurboTax has added a Hispanic-oriented ad in Spanish to its “Nothing to be afraid of” campaign, which addresses the fear of doing taxes. It is aimed at giving confidence to Latinos and ensuring relevance of TurboTax among acculturated and unacculturated consumers.
Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market.
While the United States, Europe and Asia have positioned themselves as highly profitable markets for eSports, brands in Mexico and Latin America still do not think of it as sports.
A week ago, Univision announced its alliance with Juanfutbol to launch an exclusive soccer channel focused on millennials. Now, in an interview with Portada, Juanfutbol founder Miguel Ramírez Lombana tells us about his plans for expanding the business to a second country in Latin America.
NBC Sports Group announced today that it will host 2 versus 2 Rocket League Tournament, a new esports tournament, this summer.
Google’s online skinny bundle adds new TV networks.
VerticalResponse descargahas launched a translated email marketing service for Spanish speakers.With this update, Spanish speakers now have a platform to power their business’s email marketing programs.
Bloomberg’s Content Service, provider of news, photos, videos, and data to publishers and broadcasters, will expand its Spanish-language text news licensing offering.Bloomberg plans to more than triple its professionally-translated Bloomberg news stories and provide Spanish versions of Bloomberg News’ award-winning global coverage including output from bureaus in Bogota, Buenos Aires, Caracas, Lima, Madrid, Mexico City and Santiago.
Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed how expectations are high around the Latino vote in the 2016 election.
What is the language for Search? English or Spanish? Even bilingual Hispanics sometimes search in Spanish, while Spanish-language searchers may need localized landing pages. Search and multicultural experts explain best practices for SEM.
Voxxi, the site catering to acculturated Latinos that launched in November 2011 backed by investor, Dr. Salomon Melgen, has closed. The site was not able to get enough revenues and/or get a new round of financing. It is not being updated, but current content is still being monetized by ad networks. The site’s closure offers interesting lesson for other English-language media targeting acculturated Hispanics, including Fusion. Portada talked to former Voxxi employees. 6 Lessons to be learned.
As the Ford 2015 F-150 truck is coming out the automaker has announced its arrival with Ford’s most comprehensive truck marketing campaign ever across a variety of platforms.
Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Carlos Perez SiempreTax+ COO .
One of the highlights at the 8th Annual Hispanic Advertising and Media Conference was the expert panel discussion “The unended Quest: How to connect In-Language or in-culture across generations.” The panel, presented by GFK, was moderated by Carlos Garcia, SVP Multicultural at GFK with Maria Lopez Knowles, CMO, Pulpo Media, Leonardo R. Torréss, General Manager of DishLatino, Vilma Vale-Brennan, Managing Partner, Multicultural Lead, MEC and Steven Millerman, CEO, Prime Access as panelists.
Major Radio networks have censored Pizza Patrón advertising that carries the word “Chingón”. In fact, none of the stations agreed to run the spots without bleeping the word “Chingón.” “Networks like Univision and CBS Radio refused to run the spot entirely, even with the word censored – they claimed that they were fearful of potential FCC penalties,” Yousef Kattan Fernández President/CEO/Founder of Dallas based TruMC, the agency that buys media for Pizza Patrón, tells Portada.
The jury about the viability/success of sites targeting Hispanic (women) in English is still out (e.g. see the recent closures of CNN Latino and NBC Latino). Portada asked media buyers at corporations and agencies about their views.What media buyers at Maybelline, Rooms to Go and Haworth Marketing and Media have to say.
Amazon’s opportunity in the U.S. Spanish-language book market is very appealing as 77% of Spanish-language books ever published are available in the U.S, Pedro Huerta, Director KINDLE Content, Amazon told the audience of the Portada Mexico Forum in Mexico City. Huerta leads Amazon Kindle’s expansion into Latin America, including the U.S. Hispanic market.Huerta shared some […]
The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.
With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.
Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.
