A substantial Hispanic Audience can be a very important asset for Latin American publishers. Portada recently interviewed Maximiliano Sastre of Argentina’s Clarin Group, Now is the turn of Rommel Valencia, Digital Commercial Director at Mexican media group Multimedios, Valencia discusses the trends he sees in (Hispanic) audience monetization, strategic partnerships, the differences between Mexican and U.S. audiences, and the challenges of in digital landscape.
U.S. Hispanic Audience: Differences With Mexico
One of the key points Valencia highlights is the substantial difference in media consumption habits between Mexican audiences and U.S. Hispanics. While social media platforms like Facebook, Instagram, and TikTok prevail in Mexico and are very popular in the United States, the U.S. market also leans toward publisher-produced multimedia content, particularly video and audio.
Valencia notes that ad-supported video-on-demand platforms (FAST) are booming in the U.S. due to their ability to offer high-quality, content competitively. At the same time, audio consumption—especially podcasts and internet radio—are growing exponentially.
An example of this trend is RG La Deportiva, a Multimedios-owned Monterrey-based radio station that receives 35% of its Internet traffic directly from the U.S. Hispanic market. This underscores that while global digital platforms remain relevant, Hispanic consumers highly value specific, localized content.
“In the U.S., people aren’t as fixated on social media content but engage with well-produced, high-value content. This presents a key opportunity for us as content creators,” says Valencia. These content consumption features are particularly relevant as Multimedios prepares for major global events like the 2026 World Cup.
“In the U.S., people aren’t as fixated on social media content, but they do engage with well-produced, high-value content. This presents a key opportunity for us as content creators.”
Preparing for the 2026 World Cup: A Multiplatform Challenge
Valencia says the 2026 World Cup, co-hosted by Mexico, the U.S., and Canada, presents an unprecedented opportunity for Multimedios. For Valencia, the event is crucial to enhancing content quality and broadening multiplatform coverage.
With 91 years of experience as content creators in Mexico, Multimedios plans a comprehensive approach that includes coverage of the host cities in Mexico (Mexico City, Guadalajara, and Monterrey) and strategic reporting from the U.S. and Canada. While broadcast rights for the matches are still being negotiated, the group is exploring additional content assets, such as cultural and behind-the-scenes coverage.
Valencia emphasizes the need for a true multiplatform strategy—integrating TV, radio, digital, and social media—to engage an increasingly diverse audience. In his view, the World Cup will drive traffic to Multimedios’ platforms and strengthen the connection between audiences in both countries.
“In today’s digital world, content creation is more accessible than ever, but standing out requires a robust strategy. That’s why we need to prepare with marketing and branding strategies that are truly multiplatform. This is the biggest challenge for the 2026 World Cup,” Valencia concludes.
Hispanic Audience: Monetization Strategies, Innovative Formats
When it comes to monetization, Valencia explains that Multimedios has adopted a comprehensive approach, offering a mix of assets that include Display Rich Media, InBrand, audio, live video, and high-impact dynamic formats. This strategy allows brands to maximize their reach and effectiveness in targeted campaigns.
“We don’t sell just a banner or a post; we sell a complete ecosystem of assets as part of Multimedios’ offering,” says Rommel Valencia. This approach enables clients to integrate branding, lead generation, and audience reach into a single strategy, optimizing results.
Additionally, Multimedios has explored innovative strategies such as live broadcasts, giveaways, and exclusive social media podcasts, adapting to evolving user preferences. Key moments like Black Friday have also been leveraged to create high-impact sponsorships with brands like Walmart and Liverpool in the Mexican market.
“We don’t sell just a banner or a post; we sell a complete ecosystem of assets as part of Multimedios’ offering.”
The Impact of Changes in Digital Measurement
The current digital landscape presents significant challenges for media companies, particularly with changes in audience measurement and the potential phase-out of third-party cookies. Valencia acknowledges that content saturation and the evolution of platforms have forced Multimedios to adjust its strategies, integrating social media and websites into a holistic model.
While tools like Comscore and Analytics remain useful, Valencia emphasizes that they should be seen as guides rather than absolute truths. In his view, quickly adapting to algorithm shifts and audience behavior changes is essential.
“If my strategy focuses only on websites, I’m making a mistake. I need to integrate social media as well, where there’s a vast universe of users,” Valencia asserts.
“If my strategy focuses only on websites, I’m making a mistake. I need to integrate social media as well, where there’s a vast universe of users.”
The Future of Multimedios in a Competitive Landscape
Throughout the conversation, it becomes clear that Multimedios is committed to staying at the forefront of an increasingly competitive digital environment. With a strategy built on strategic partnerships, high-quality content, and a multiplatform approach, the group aims to strengthen its presence in both Mexico and the U.S. Hispanic market.
For Valencia, success lies in the ability to adapt and in the strength of Multimedios’ ecosystem, which blends tradition with innovation. “Now more than ever, we must be ready to offer integrated, dynamic solutions that meet the evolving needs of our audiences and partners,” he claims.
The Power of Strategic Partnerships
Strategic partnerships are important to Multimedios, particularly outside of the Mexican market., Valencia emphasizes that win-win strategic relationships are essential for Multimedios. These partnerships thrive when working with players who deeply understand the market. According to Valencia, for Multimedios, collaborating with Digo represents a key monetization opportunity, leveraging its inventory and expertise to deliver successful campaigns to the U.S. Hispanic market and audiences.
“We always strive for win-win relationships,” says Valencia, highlighting that success comes from recognizing that no entity can do it alone.” This is where Digo’s expertise in managing advertisers becomes crucial for shared success. The partnership allows Multimedios to bring its content to the U.S. market, generating significant benefits for its brands and partners.
As Valencia puts it, “Digo, a powerhouse digital platform with a strong client portfolio, aligns perfectly with our strategy as content creators.” This synergy translates into a sustainable business model and a partnership that not only benefits both sides but also adds value to the brands involved.
