On October 11, over 250 agency executives, media buyers/planners and publishers came together in lower Manhattan for The First Annual Hispanic Digital and Print Media Conference. In the first event of its kind to focus exclusively on Latino digital and print media, attendees were treated to a host of presentations covering everything from geo-targeting and Spanish-language keyword search to case studies of how media companies have been merging their digital and print content. The conference also included a panel featuring media buyers, planners, and clients, all of whom cited their most important concerns, and proffered what they saw as necessary for the growth of the marketplace in the coming years.
Far and away the most important takeaway that our media buyer panel left us with is that Hispanic print and digital media properties need to clearly demonstrate ROI to their advertisers. Marketing directors are becoming more discriminating in handling their budgets, and they need numbers to justify their spends. Audited circulation was cited by many as being a deal-maker or deal-breaker: Ilia Leon, VP/Director of Zenith Optimedia Multicultural, commented “Demonstrating ROI is paramount. We need media properties to show us the user engagement that their vehicle offers, the accountability as shown by their audit, and the research that shows they are reaching who they say they are.”
Liliana Gil, Worldwide Director of Marketing Services and Hispanic Marketing Strategy Lead for Johnson & Johnson echoed that sentiment when she commented, “We’re past the stage of looking simply at the number of clicks. Give us the complete package with demonstrated ROI.”
Marsha Lawrence, Senior Manager of Strategy and Analytics, Best Buy said that there are a number of factors that influence their decision to place or not, including ROI, household penetration, Hispanic population in the area, and distribution methods.
Traci Dinkins, VP Media Director for GM Planworks, part of StarCom Mediavest and GM’s agency of record, said that one of GM’s goals is to increase its digital presence in Hispanic lifestyle websites. “When you’re as well known as GM, the challenge is not how do we create brand awareness—everyone is already familiar with our brands— it’s: How do I present the brand in a new and profound way that will resonate with the consumer?” Ms. Dinkins noted that toward that end, the company is interested in building its presence within iconic properties, such as continuing its sponsorship of the Latin Grammy Awards, and its sponsorship of the enormously popular group, Mana.