How much is the crisis affecting Hispanic Advertising?

Kristina Canada, Media Director, Media 8, Miami:
“ We are an Interactive Agency and are seeing more and more budgets being shifted to the interactive space.  Especially now when every ad dollar counts, advertisers will turn more to the online space in 2009 where all actions are measurable and quantifiable. Travel has always been a strong vertical for Media 8. In 2009, we are seeing a strong uphold of budgets and activity from our travel clients, most encouraging travel to Latin America. Due to the state of the economy, the areas that seems to be lacking much more than in the past are the financial and auto categories – credit cards, banks, car companies, etc.”

Trevor Hansen, Chief Executive Officer, Ethnic Print Media Group:

“For newspapers I still see strong growth in Retail from an FSI perspective. The challenge is, and the call to action for EPMG is to take our expertise and first class technology to more retail clients direct. I also believe, betting against the market, that automotive has good opportunity for Hispanic print media. The auto industry historically has been very quick to blast from the top down with broadcast; now with tighter budgets they will need to look toward activation more strategically.  The categories that have question marks for us are packaged goods, entertainment, and travel.”

Marla Skiko, SVP, Director of Digital Innovation at SMG:
“I think its a bit too soon to get a read on that.  It would be a bit hard to gauge  normally this early in the year, but this year will be specially difficult to read given the economic situation.  Many clients, particularly in the retail category, are still assessing how their 2008 business results were vs goal.  I think it will take until mid-first quarter before we have a solid idea about budgets for many of our clients.  I believe all forms of advanced targeting will be crucial this year as advertisers look to make their budgets work as hard as possible and hone in tightest on their best prospects.¨

Susan Morgan, Mid West Account Representative Gorilla Nation
“ We are anticipating more activity across the QSR, Food & Beverage and Automotive categories – as they expand their Hispanic marketing initiatives.”


Portada Staff

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