The mobile marketing firm HipCricket is expanding its scope by rolling out a Hispanic ad network on April 10, which is in-line with increasing development in the mobile marketing arena.
According to Eugenio Velasco, mobile services director for Televisa, there are approximately 30 million Hispanic mobile subscribers in the US. The U.S. Hispanic mobile content market was worth approximately $90 million in 2006 according to information published by Verisign. Mobile content growth for 2007 is expected to be 15-20%. Currently Televisa Digital’s mobile division distributes content in the US via premium SMS advertised in TV, web, magazines and radio.
The mobile marketing space has witnessed great strides in the last couple of years. Direct marketing firm Latin-Pak, which built its company on direct mailing, and more recently moved into email marketing, recently announced the launch of its mobile marketing platform, which offers advertisers a reach of 2.5 million Hispanic mobile customers.
Founder Vince Andaloro believes that the future of electronic marketing will be mobile-based. “Its effectiveness is a function of the 1:1 targeted communication dynamic that exists,” says Andaloro, noting that a targeted mobile message is much more effective than a shotgun-blasted email campaign. Latin-Pak has also done mobile campaigns with Pfizer, Microsoft, and Teleflora.
Related Article: Lay of the Land: Latin American and U.S. Hispanic Mobile Markets(May, 2007)