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What: Just as we announced a few days ago, CafeMom launched the new property Vivala.com, which claims to be the first online platform of its kind. The property is fueled by user participation highlighting real stories, video and images that represent the unique voices of the millennial Latina.
Why it matters: Vivala has launched seven original web series as a key component of featuring its audience’s voices, showcasing relevant topics and well-known Latina bloggers and celebrities as “Founding Creators” like Jackie Cruz, Ary Nuñez, Natalie Suarez and Alejandra Ramos. Winning User Engagement Strategy Marks CafeMom’s First Foray Beyond Moms.

XvDpM43u_400x400CafeMom has launched Vivala.com, the first online platform of its kind fueled by user participation highlighting real stories, video and images that represent the unique voices of the millennial Latina.  In its first month of beta launch, Vivala reached more than 300,000 unique visitors with its share-worthy content, mobile-first design and activation among its social audience of over 20,000 fans.

Vivala is led by Editor-in-Chief, Zuania Capó, who brings years of expertise in leadership roles as Executive Editor for People en Español and Siempre Mujer.  She has recruited a best-in-class team that reflects the millennial Latina audience from properties including CNN, Vogue.com, The Huffington Post, xoJane, Latina, and more.

CafeMom has grown its business reaching 30 million visitors and 260 million pageviews each month on its owned and operated properties.  The company is already a leader in the Latina market with its property for Hispanic mothers, MamásLatinas, which reaches more than 4 million Hispanic women in the United States each month.

“We are thrilled to apply what we’ve learned serving moms to other key audiences, starting with the critically important millennial Latina market,” said CafeMom CEO and Co-Founder, Michael Sanchez. “We are confident in our ability to scale an audience with our highly participatory and sharable content, and bring partners custom solutions that resonate with the young Latina.”

“Vivala is redefining sharable and culturally relevant content for Latinas,” explained Capó.  “Our Latinas are savvy, bold and real. We want to provide a platform that highlights their voices where they can find the stories that matter most to them. We felt there was a void of smart and authentic editorial offerings that truly spoke to this audience.”

Vivala is already breaking the mold by tackling topics including workplace empowerment, beauty tips that embrace the diversity of Latinas and stories of women who are making an impact in their communities.  Reflecting the language of the target audience, Vivala’s content is offered primarily in English, but with some Spanish and a heavy dose of Spanglish.

Original Web Series 

In partnership with influential Latinas, Vivala has launched seven original web series as a key component of featuring its audience’s voices, showcasing relevant topics such as career, fitness, style, food and more.  Vivala recruited well-known Latina bloggers and celebrities as “Founding Creators” who are hosting their own video series on the new property.  Founding Creators include Jackie Cruz, singer and star of Netflix’s Orange is the New Black, celebrity fitness trainer to the stars Ary Nuñez, model and fashion blogger Natalie Suarez, and food blogger and lifestyle expert Alejandra Ramos.

“I just love that Vivala is focused on real people and not what people think of you,” explained Vivala Creator & actress Jackie Cruz.  “That’s what’s really cool about being part of Vivala – I get to show people the real Jackie, not just the actress. Vivala gives girls like me the opportunity to share what we enjoy and what we are passionate about.”

Vivala Spotlight Search for Video Stars

descargaIn addition to being a Founding Creator, Cruz is part of the judging panel in the groundbreaking Vivala Spotlight Search, a contest providing undiscovered talent the chance to become one of the next generation of video stars.  Vivala has put a call-out to its audience to share their ideas for a video series.  Five winners will each star in their own video series produced by and featured on Vivala, with an estimated production value of US$20,000 per series plus tens of thousands of dollars in promotional and advertising support.  The judging panel includes the true experts – vloggers and online video stars including Cruz and VinylBlush YouTube star, Cindy Diaz.

Embracing user participation on a new level, Vivala gives its audience a channel to have their voices heard on the rapidly growing platform.  Through its Insiders Program, Vivala gives hundreds of top users the chance to contribute original content as well as help shape the direction of the site.

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As we reported in yesterday’s Changing Places feature, Lucia Ballas Traynor recently left CafeMom’s MamasLatinas.com, the site she co-founded in 2013. Ballas Traynor will not be replaced for the time being, a spokesperson at CafeMom tells Portada. But there are more news coming out from CafeMom quarters: CafeMom is planning the launch of a new property targeting Millennial Latinas led by Editor-in-Chief, Zuania Capó.

CafeMom will provide more detailed information about the launch in the new property in the next few weeks. In any case, the addition of the new site to CafeMom’s properties shows how important the Latina Millennial has become for marketers and, in turn, for the media properties serving them.

The addition of the new site to CafeMom’s properties shows how important the Latina Millennial has become for marketers.

Commitment to MamasLatinas.com

Despite Ballas Traynor exit, CafeMom’s MamasLatinas.com‘s spokesperson told Portada the company remains strong in its commitment to growing MamasLatinas.com as the leading destination for Latina women, reaching more than 3 million monthly visitors. As part of that commitment to the Hispanic audience, MamasLatinas.com continues to grow with CafeMom’s upcoming launch of a new property for Millennial Latinas.

“We will continue to strengthen and add to our Hispanic focused sales team as it supports and strengthens our larger corporate sales efforts. We have seen our engagement rates increase dramatically – with total page views more than doubling since the start of 2015, “said the spokesperson.

0a1371aJohanna Torres will remain at the helm as the Editor-in-Chief for MamasLatinas.com, which means the company continues to have strong leadership of the property from her and strong emphasis on the Hispanic market from its sales team.

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As programmatic trading is increasingly becoming a part of the Hispanic digital media market, with major brands such as Kraft also targeting the Hispanic demographic via computer software driven trading, we asked MamasLatinas, owned by CafeMom, about the way it integrates programmatic trading (including private marketplaces and RTB) into its offering for advertisers.

While according to MamasLatinas programmatic amounts to approximately 10% of overall ad sales, RTB (Real-Time Bidding) and PMP’s (Private Marketplaces)  are increasingly  being offered to major national advertisers by CafeMom and its Spanish-language property Mamaslatinas.com .  (The ratio is actually  much lower for most digital media properties targeting the Hispanic population). A look at how programmatic works at MamasLatinas:

 Audience Extension ….

Mama's Latinas won the 2013 Portada Content Provider to Hispanic Audiences Award: Lucia Ballas-Traynor, Publisher Mamas Latinas, Marcos Baer, publisher of Portada, and Award presenter Evelyn Castro, La Prensa de Houston.
Mama’s Latinas won the 2013 Portada Content Provider to Hispanic Audiences Award: Lucia Ballas-Traynor, Publisher Mamas Latinas, Marcos Baer, publisher of Portada, and Award presenter Evelyn Castro, La Prensa de Houston.

“For us, programmatic works primarily in two ways”, Lucia Ballas-Traynor, – Co-Founder & EVP at MamásLatinas tells Portada. “We extend our marketers’ programs to our own audience across the web. Since we have such a rich data set on our consumers, as well as one of the largest pools of data about Hispanic women, our ability to target these women elsewhere is unparalleled.”Last fall, CafeMom introduced an audience targeting platform called Athena, lead by Patrick McCann – VP, Data Science and Rachel Parkin – SVP, Data Strategy & Sales. to  deliver scale and performance for the entire women’s audience. Dozens of leading women’s lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users  — which includes 44% of women in the US ages 18-34 — through CafeMom’s owned and operated properties. Athena was established in partnership  with MediaMath.

….and Private Marketplaces

In addition MamasLatinas offers a selected range of marketers access to a private market place where they can buy mostly premium inventory on CafeMom properties. “We allow marketers to access our inventory directly via private marketplaces.”, Ballas Traynor notes.

Across the above named types of programmatic trading MamasLatinas has  seen “all sorts of brands executing programmatic deals – including major CPGs, retailers, food and others. Often we are running deals for brands via our direct-sold campaigns and programmatically, so there’s a lot of overlap.”

Mamaslatinas main Ad-Tech partners are  MediaMath, Rubicon and Audience Science.

CafeMom introduced an audience targeting platform called Athena to  deliver scale and performance for the entire women’s audience. Dozens of leading women’s lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users.

Does Programmatic deliver the desired Audiences?

RTB-ProgrammaticSome marketers  have claimed that programmatic buying often doesn’t deliver the desired impressions.  We asked Ballas-Traynor whether  this is also  the case for MamásLatinas: “Because we are a specialist in this space, not a jack-of-all-trades, we excel at delivering precise desired audiences for brands. Many marketers are buying data about audiences from large data aggregators who are selling data on thousands of segments. Some audiences will be well-defined and others will be less-so. Because of the history of programmatic being so heavily direct-response oriented, the best data is in categories like travel and automotive.Since our only business is getting marketers access to a valuable Hispanic female audience (and women more broadly using our Athena audience platform), it allows us to focus in a particular area and be truly great at it, ” Ballas-Traynor notes.

 

More on Programmatic Digital Trading:
Programmatic Buying for Hispanics, what’s in it?
Programmatic: Batanga Media introduces private Ad Exchange
Programmatic? Estee Lauder, L’Oreal and Spark on when it makes sense and when it doesn’t

 

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