We are introducing the Latin Audience Buying Guide to reflect the emergence of the U.S. Hispanic Ad-Tech ecosystem. This new custom branded digital section in English and Spanish showcases the companies that are taking the U.S. Hispanic and Latin American marketing and media space to the next level. Below why we are doing this.
“I want to reach Hispanic women between 25 and 45 years old who live in Texas, bought a car over the last year, shop at Macy’s and mostly read in Spanish!”Agency executives are increasingly getting these types of requests (demands!) from clients. These agencies, ad-networks and digital platforms (or often a hybrid of them) have the technology and data to meet these client requests and implement them in a satisfactory way. That is where Big Data, Programmatic Trading, RTB, Audience Verification, DSPs, SSPs, Ad-exchanges and other concepts come in. Interestingly, the media properties who will attract the marketing messages (advertising) to fulfill the above cited request will not necessarily be in Texas, maybe not even in the United States. Because of cultural and language commonalities they will likely, although not necessarily either, be based somewhere in the Latin world :The Americas and the Iberian Peninsula. That is why we are very excited to introduce the Latin Audience Buying Guide, a new custom branded section on Portada’s english and spanish-language sites. Sponsors are assigned to three categories: Ad Networks, Platforms and Solution Providers.To assist Portada’s audience further, profiles include an at-a-glance summary of each company, contact information, key products, case studies and how they can help brands and agencies reach and measure the precise audiences they want.
In the Age of Ad-Tech and Big Data, media buyers tend to focus on audiences and not media properties per se. And this is not the case only for digital media. Addressable TV buying is gaining a lot of traction and defines the ability to serve addressable television ads to households. This concept relies on set-top box data from the operators that goes beyond the scope of what is commonly available in linear television planning and buying. In addition, the integration of online and off-line data allows marketers to access a common currency between linear television buying and digital video via a single platform so that the optimal allocation between both can be achieved for an advertiser’s bottom line objectives. We will be analyzing these and other issues at the Latin Online Video Forum in Miami on June 3!.