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What Juan Saldivar Learnt During His 13-Year Stint at Entravision

Juan Saldivar shares insights on the evolving Hispanic advertising market, focusing on e-commerce, Big Tech, and other important topics.

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To gain insight into the current and future state of the Hispanic advertising market, with a particular emphasis on the e-commerce boom, Portada  reached out to Juan Saldivar von Wuthenau. In addition to being a leading authority on the subject, Juan Saldivar effectively conveys his knowledge. Many of his learnings spring out of more than 13 years working for and with Entravision, first as a Consultant and later as a Board Member and Chief Strategy Digital and Accountability Officer.

Here is what he shared with us.

What are the key lessons you take with you from the work you did at Entravision?

“I can only be grateful for the opportunity to try to build an extraordinary global digital marketing company within Entravision. Closing 2023, Entravision reached north of US $ 1 billion in digital revenues, 1,100 digital experts, 7,000 clients served, and active presence in 40 countries,” Saldivar notes. Saldivar summarizes his learnings in the following four 4 buckets:

  • 1. “Extraordinary talent worldwide. With such global exposure, I learned much from the extraordinary talent across continents, languages, cultures, and ages. From diversity comes knowledge, bond, and human engagement.”
  • 2. “Connected world. We live in a fascinating mobile-first society with extraordinary opportunities.  Consumers and service providers can develop solutions or buy products worldwide in a cross-border environment and borderless service system. Vast access to technologies, products, and talent will continue growing: Advertising, cross-border, e-commerce, Social Media & Commerce, and gaming, to mention a few.”

“Vast access to technologies, products, and talent will continue growing: Advertising, cross-border, e-commerce, Social Media & Commerce, and gaming, to mention a few.”

  • 3. “The beginning of New Media (Gaming) and the absolute dominance of Google and Meta as absolute leaders in linking consumers with products and services. Moreover, retailers will start becoming category leaders across continents as they treat their online traffic as a media agent for sales. AmazonAds, Lazada or MercadoAds are early examples of the potential behind these trends.”
  • 4. “Talent and Culture are critical components when creating a client-centric company. This is perhaps one of the most important learnings as I unfold my new venture focused on digital brand growth and investing.”

“Retailers will start becoming category leaders across continents as they treat their online traffic as a media agent for sales. AmazonAds, Lazada or MercadoAds are early examples of the potential behind these trends.”

What is the current state of the advertising market?

Juan Saldivar von Wuthenau
Juan Saldivar von Wuthenau

“Since 2020, the advertising and marketing landscape has undergone significant transformation, driven by digital trends such as e-commerce, the influence of Big Tech (Meta, Google, and Amazon), and the use of big data in personalized advertising. The advertising and marketing market has been radically transformed if we compare it with just 2020, with three critical trends to highlight:

– Explosion of Big Tech as absolute leaders in audience outreach services and return on investment. Players like Meta, Google, Amazon have developed simple and radically advanced platforms compared to traditional media.

– Democratization of advertisers. A massive entry of entrepreneurs and merchants creating and advertising their products. Open borders for digital services, cross-border players, and open access to knowledge have been critical ingredients.

The future of commerce powered by effective advertising. Players like Amazon, Walmart, Mercado Libre and many others around the world are offering advanced promotion and advertising vehicles linked to a one-click transaction.”

How do you see the future of the Hispanic market in terms of advertising and the solution providers (media etc.) that follow them?

“It’s a massive opportunity. The trick lies on how well the media (traditional, retail media, SMB service providers) and the agencies package their services. All clients will evolve into a digital-first, programmatic-first approach, where measurement and attribution will be key to growth. It is clear to many mainstream brands that Hispanics outperform across categories in terms of dollars, units, and growth. I expect acceleration (for CTV, Programmatic, BigTech players and Big Retail Media, digital out of home programmatic) and contraction for traditional media (TV, Radio, paper-based communication).

“Players like Amazon, Walmart, Mercado Libre and many others around the world are offering advanced promotion and advertising vehicles linked to a one-click transaction.”

Don’t forget to read: Over Half of U.S. Hispanic Adults Get Their News Primarily in English

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