Cynthia Nelson: “We’ll be rolling out several new opportunities for advertising clients”

Todobebe is offering access to new proprietary research conducted through its panel of Hispanic Moms who are raising children 0-5 in the home. The research was conducted in the 4th quarter of 2009 and includes preliminary questions covering the following categories: Beauty, Wireless, Automotive, and Movie/Home Entertainment.

Cynthia Nelson, Chief Operating Officer at Todobebe talk with Portada about the details of these new research categories and what to expected for 2010 in the Hispanic parents market.

Portada: Can you explain how the research is conducted? E.g. Panels, on-line – off – line, to Spanish-dominant, etc.

Cynthia Nelson:  The study was conducted via online survey.  Sample was comprised of a subset of our 2009 VLF Fiesta Mom Panel.  


P: Do you offer the research to your advertisers as a value added?

C.N.: Yes we do some value added research for existing clients.  We also do custom research (buyer behavior, purchase intent, and competitive brand research) for a fee.


P: What are Todo Bebe's plans in 2010? Can you explain them per platform?

C.N.: TV:  We have opened up new categories on TV including automotive, wireless, beauty and food and now have options to support seasonal, promotional and DTR type of activities via integrations, tips and sponsorships.  We will expand with licensing of the TV format for both Spain and Brazil.  We also will continue to grow our core TV audiences in the US via Univision, in Mexico via Televisa and throughout Central America through our various partners.

Online:  We are extending our social networking platforms and will soon be rolling out several new opportunities for advertising clients including co-production of webisodes, access to core mom blogers and mobile.

Event:  We will conduct our yearly Viva la Familia event in May/June with over 175k participants.  What will be new this year is the opportunity for clients to utilize this platform in a licensing/private label style as well.  This provides a very unique opportunity to reach into the home at various times during the year tied to promotions, in-store events, seasonality or new product launches.

Radio:  We are growing the type of vignette that can be purchased to include new categories and allow for tune-in’s to cross promote sponsors TV integrations.  We will also expand opportunities to promote retail store promotions that align with in-store branded opportunities.


How has the parenting category been doing the current recession? 

C.N.:  Excellent!  There are 1M new births each year to Spanish-speaking parents so there are nearly 5M children ages 0-5 at any one give time.  This makes our two core properties, Todobebe and Viva la Familia that encompass those first five years of life, a very key part of any advertisers plan. Our properties work seamlessly to reach mom at the most critical time of new life and then follow the family as it grows reaching parents, grandparents, aunts, uncles and other members of their social and family network.