What: Entravision is launching ¨Todobebe¨ as a new integrated content property focused on Latino motherhood leveraging Entravision’s multimedia platforms. Todobebe was put on hiatus in late 2012, presumably as the private equity financed operation run out of money.
Why it matters: This is the first time Entravision is specifically targeting the parenting category through a multimedia approach of which digital (mobile, desktop, Smart TV) is an important component. Todobebe will expand its distribution platforms and extend its content offering from its core website to include branded content and programming on Entravision’s media properties. It will target both the U.S. Hispanic and Latin American markets.
Entravision Communications Corporation , announced the launch of Todobebe , a content property focused on motherhood issues reaching Latinos in the US and Latin America across an integrated media platform, including digital and mobile media, television, radio and point-of-sale marketing services.
Todobebe.com, was put on hiatus in late 2012 as management departed and its investor Palladium Equity Partners kept mum. In 2007, the company received an investment from Palladium Equity Partners. According to a press release from that time, the investment in Todobebe, while undisclosed, became the fourth investment of Palladium Fund III, a special fund that closed in March 2006 with $520 million of committed capital. Todobebe launched in 1999 and grew to become a multimedia company, with properties that span broadcast TV formats, radio, digital, social media, promotions, mobile applications, consumer research, events and licensing. Todobe published a magazine during a period of time as well as a shared mail program.
Multiplatform strategy using Entravision media
Following this announcement, Todobebe will expand its distribution platforms and extend its content offering from its core website to include branded content and programming on Entravision’s media properties, which is reaching 94% of US Latinos.
Todobebe informs, educates and entertains Latino moms and moms-to-be as they explore the joys and challenges of pregnancy, through its digital community and content offering.
Todobebe serves as an online user community that includes approximately 200,000 Facebook followers.
With Todobebe’s expanded media platform, Entravision named Vanessa Bernal, a local news personality at its Univision affiliate television station in Colorado, to be the brand ambassador of Todobebe. Bernal will host branded segments through local cut-ins during the Univision network’s morning television show, “Despierta America”, as well as personal event appearances. Moreover, she will join Todobebe’s team of specialists in digital chats, blogs and events to build a close relationship and sense of community with Todobebe’s audience.
The announcement is of great importance considering that since 2012, there have been approximately 53 million Hispanics living in the United States according to the U.S. Census Bureau. Whatsmore, Hispanics are expected to account for over US $1 trillion in consumer expenditures by 2015,which means Hispanic buying power is expected to grow at nearly three times the rate of the Hispanic population growth by 2025.
“The development of our content offering has been a key strategic initiative, and with the introduction of Todobebe to our owned platforms we are expanding our service to the U.S. and Latin American Latino community and creating a new and powerful marketing vehicle for advertisers,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.
“Todobebe’s focus on Latino moms offers a unique and exciting opportunity for brands to engage this growing audience, at a time when new purchasing habits are being formed. With one out of every four U.S. children born into a Latino family and with nearly US $200 billion in annual purchasing power, the Latino mom market segment offers a significant opportunity to continue to grow our Todobebe platform into a trusted marketing channel for advertisers,” said Mario M. Carrera, Chief Revenue Officer of Entravision.