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What: Carnival Cruise Line’s Christine Esteve, OMD Multicultural’s Ana Crandell, and CNN’s Seth Holladay kicked off the twelfth edition of Portada Miami with a panel entitled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: Data continues to drive marketers’ efforts to gain the best and most granular understanding of markets and consumers, but Portada’s panelists offered some surprising back-to-basic advice as they enlightened the audience about the rapidly changing data and advertising landscape.

Data, and more of it, continues to guide strategy and content for media companies like CNN and brand marketers such as Carnival Cruise Lines. But participants in Portada Miami’s kickoff panel How Data and Content Continue to Fuel the Evolving World of Advertising had some surprisingly non-technical advice for their audience.

“You have to understand what you are trying to achieve. Then you have to find the data to support that,” panelist Andrew W. Russo, VP of Data Science at Starmark, advised the audience.

“It’s still about who, when, where, how, and what. I always ask: what is your objective when you start a project?”

Carnival Cruise Line’s VP of Ecommerce Cristine Esteve offered similar back-to-basics advice, noting that marketers sometimes make the mistake of using data that is drawn from samples that are not truly representative of the target audience they are trying to reach.

“It is imperative to know the sample from which the data is being sourced to be sure it is representative of the full breadth of the U.S. Make sure that the sample accurately represents against the segment you are planning,” she advised.

Esteve also emphasized the importance of having clear goals and objectives before wading into the complexity of using data to drive content.

You have to understand what you are trying to achieve. Then you have to find the data to support that.

OMD Multicultural’s Group Account Director Ana Crandell advised not to let the science obscure the importance of creativity in content creation. “The infusion of data has placed most of the focus on the science, but we as an industry need to swing the pendulum back to the artistic part as well.”

A/B Testing Alive and Well

A/B testing of content is alive and well at Carnival Cruise Lines, which uses it hundreds of times every day, according to Esteve, as it guides the use of headlines, product positioning, and how to build content that has a broad reach.

“Because of the complexity of all the data, and the fact that we can personalize content, we do a lot of A/B testing so that we are specifically talking to the different personal segments.

It is imperative to know the sample from which the data is being sourced.

A/B testing comes before machine learning, said CNN’s Seth Holladay, VP of Digital Research & Analytics for CNN. “Before you run a marathon, you have to be able to run a 5K.”

Insight: How CNN Mixes Data and Content

Panel moderator Guillermo Arduino, CNN Anchor and Correspondent for Encuentro
CNN en Español 
drilled down with questions aimed at understanding how CNN uses data to inform its content, audience understanding, and editorial strategy.

CNN collects data to both inform its editorial decisions and to give advertisers the most granular view of CNN’s wide and widely varied audience of viewers.

“We need to figure out what data to collect so that we can handle those dueling objectives,” Seth Holladay said.

CNN collects “tons of data” based on its audience’s viewing choices. “They are giving us tons of signals coming in the forms of what people are clicking on, where they are not clicking, what is causing them to leave the site, so we’re looking across the consumer touch points that we have. Then we connect this with our editors to inform their decisions on what they program, what content we program, where we put our resources,” Holladay said.

How Data Drives Content

Segmentation and statistical models are required to take data gathered from cookies and create a richer, more accurate knowledge of the target audience, according to Starmark’s Andrew Russo.

“We look for those statistical nuances to build content. I do a lot of work with digital marketing so I am looking at cookie data but it doesn’t tell me everything. We need to understand more about who we are targeting,” Russo said.

OMD Multicultural uses data to “inform content and develop the most important pieces of creative that then represent a perfect match to influence the consumer,” said Ana Crandell.

OMD also uses data on the “back end” to then validate that its creative strategies are working.

But creative still requires an artistic component, she emphasized. “Remember that the practice of media planning is both an art and a science.”

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

What: CNN en Español delivered its highest-rated quarter since subscribing to Nielsen in April 2018.
Why it matters: CNN en Español has been covering the political and humanitarian crisis in Venezuela, reaching more total viewers than ever since subscribing to Nielsen.

Led by the on-going coverage of the political and humanitarian crisis in Venezuela, CNN en Español delivered its highest-rated quarter in prime & total day during 1Q’19, since subscribed to Nielsen* among Total Viewers,  Adults 25-54 & Adults 18-49.

1Q’19 also produced the two best-performing months (#1 Feb’19, #2 Jan’19) for CNN en Español during prime & total day since subscribed to Nielsen*.

In this quarter, CNN en Español also delivered its highest rated one-day total day average (2/23/19 – Crisis at Venezuela-Colombia Border) among Total Viewers. Adults 25-54 and  Adults 18-49 , since subscribed to Nielsen*.

Source: Nielsen, CNNE (Apr’18-March’19, thru 03/31/19), L+7/LSD blended, P2+, A25-54, A18-49, Prime (M-S 8p-11p), Total Day (M-S 6a-6a).
*Note: CNNE began Nielsen subscription on Apr’18.

What: In order to drive content strategy, brands need quality, granular data. As #PortadaLA panelists discussed, digital media allows gathering precise data that serves as a good starting point to make media, budget, and attribution decisions.
Why it matters: Content is one of the best ways to connect with consumers, but there is a need to develop better tracking methodologies and newer data tools that can be leveraged to reach the Hispanic audience more effectively.

By Ryan Orvis, guest Portada contributor.

 

The relationship between data and content formed the basis of ‘How Data and Content Continue to Fuel the Evolving World of Advertising’, a Portada Los Angeles panel discussion led by Guillermo Arduino, CNN Anchor and Correspondent for Encuentro (CNN en Español). Joining in the conversation were Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Manager for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN.

Robin Garfield and Frances Rubio

A key takeaway from the panel was the need for quality, granular data to drive content strategy. This is particularly crucial for the Hispanic market, where there is a strong need for a common currency of audience measurement.

The panelists discussed utilizing data to construct a user profile as a starting point. “Who are we connecting with, and where is there an opportunity?” asked Caro D’Antuono. “Most of the time [content] resonates with a specific audience whether it’s male or female, a specific age group, or a language preference.”

Roxane Garzon explained how digital media allows us to hone in on a specific consumer to gather precise behavioral data. This data can then be leveraged to make decisions on media, budget, and attribution.

Roxane Garzon

For Frances, the process begins by looking at all data sources —including social, syndicated, and internal— to understand who the audience is. “There is no single source of truth,” she explained, describing the importance of a data-agnostic approach.

Robin discussed using real-time data to discern what people are thinking as opposed to what actions they are taking. “First we want to think about the people. Data is a representation of the audience and what people are doing. It’s one part of the research ecosystem. What’s really important is that we connect the data to audience insights.

Data is only as good as where you’re getting it from— especially in multicultural [marketing],” explained Roxane, outlining the challenges of attributing data to specific points in the sales funnel. This is especially difficult for smaller businesses, for whom multicultural audience data is expensive and relatively scarce.

Caro D’Antuono and Guillermo Arduino

Caro described content as one of the best ways for advertisers to connect with multiple users at different stages of the funnel, something that has become increasingly necessary with developments in media and technology. “The world is changing so much faster outside of our organization. Everything from the media landscape, to the consumer, to everything they have access to is changing so rapidly.”

Frances stressed the importance of developing better methodologies for tracking the Hispanic audience, especially as younger audiences grow increasingly diverse. This includes using multiple data sources to develop a fuller view of the audience and working with partners to develop new tools for data collection.

“It’s a fascinating time for us to be able to push the way forward,” she said. “[We] need to focus on speaking to growth opportunity segments, and those who don’t will be left behind.”

What: The senior vice president and general manager of CNN en Español and Hispanic strategy for CNN/U.S.,2018 has been recognized with the PromaxIMPACT Award and the 2018 Leading Ladies of Entertainment by The Latin Recording Academy.
Why it matters: Veteran CNN executive Cynthia Hudson is being recognized for her enduring impact on the media and entertainment industries as a champion of inclusion, engaging diverse audiences, and embracing multicultural awareness through marketing.

In an act that will inspire women everywhere, the PromaxBDA Board of Directors will recognize Cynthia Hudson, SVP and General Manager of CNN en Español, as the recipient of the 2018 PromaxIMPACT Award On November 14th.  This is a great honor for the CNN veteran, as the award is reserved exclusively to  “a cultural influencer for their work and continued IMPACT on multicultural awareness, embracing and engaging diverse audiences within the entertainment marketing industry.”

As the criteria state, this award by PromaxBDA celebrates figures in the communications industry that have had an influential and continued commitment to inclusivity. Cynthia Hudson, who has won 8 regional Emmy Awards and been named as one of People en Español’s most powerful women, has had a lasting impact on the professional community of entertainment marketers and creatives.

Right the following day, on November 15th, during the “Latin Grammy Week” in Las Vegas, Nevada, the Latin Recording Academy will distinguish Cynthia Hudson with the 2018 Leading Ladies of Entertainment award. This organization honors and recognizes professional women within the arts and entertainment industries who have made significant and indelible impressions and contributions to their fields.

These two recognitions are just the most recent addition to Cynthia Hudson’s long list of achievements and contributions. She is a great example of the amazing women that are fully committed to changing the industry of marketing and entertainment for the better every day.

Congratulations, Cynthia!

 

What: For the third time this year, Portada and CNN en Español partnered up for the last thought leadership breakfast for multicultural markets. The breakfast touches upon a wide range of issues. This issues including Hispanic advertising trends. This edition’s brilliant panelists included Cynthia Dickson, Associate Director, Multicultural Strategy at Canvas and Elizabeth Barrutia, CEO & Founder of Baru Advertisement. Teylez Perez, VP, Marketing & Advertising at Pantaya, Lionsgate participated on the panel, too.
Why it matters: Multicultural consumers account for over 50% of U.S. population. There is a need to rewire and rethink what multicultural marketing means. With the advent of new technologies and the access to virtually unlimited data, big players like CNN can tap into insights. These insights allow for a better understanding of its target.

Portada and CNN en Español joined forces once again as part of this year’s event. Consequently, Portada Los Angeles was held at the the Loews Hotel, Santa Monica. It followed the successful Thought Leadership Breakfasts that took place in New York and Miami. As a result, the Portada Los Angeles event framed the perfect setting for one last discussion about multicultural audiences and Hispanic advertising trends. Consequently, the panel spoke specifically about best practices to better address the Hispanic consumer.

Nielsen Ratings a Big Coup for CNN en Español

Izzy Gonzalez, Director, Cross-Platform Sales, U.S. at CNN en Español kickstarted the event. He reminded the audience that the firm is now being rated by Nielsen. It manifests a dream come true for the hardworking men and women who have built CNN en Español. They have seen it grow to what it is today. It is now the sole 24-hour Spanish-language news network in the U.S. that delivers all genres of original content.

CNN celebrity anchors Xavier Serbia and Fernando del Rincón moderated the panel. The panel included Cynthia Dickson, Associate Director, Multicultural Strategy at Canvas Worldwide. It featured as well Elizabeth Barrutia, CEO & Founder of Baru Advertising, and Teylez Perez, VP, Marketing & Advertising at Pantaya. Serbia and del Rincón greeted the panelists on stage. They asked the first question: to what an extent do we understand who Hispanics are?

Elizabeth Barrutia said it’s not an easy task. However, certain tools help to understand Hispanics when in the middle of planning processes. “We make sure we look at the country of origin. You have ot look at generational differences. […] We examine the data behind everything. We also look at the cultural context as well. How we say pineapple in Mexico is very different to how we say pineapple in Argentina. As a result, the cultural nuances are definitely something we consider in our communication strategies.”

 It’s up to us as thought leaders, as agency partners and ambassadors for our community at large to educate [our clients] on what ROI potential can be.

Hispanic Growth Juggernaut Continues

Hispanics will become the largest minority in the U.S. and because that is well known by the panel of thought leaders, as Serbia put it, the notion is that a minority that already translates to “a trillion-dollar purchasing power” will become more powerful. Consequently, the panelists agreed any brand that does not take this into consideration is getting into trouble. Then, Cynthia Dickson emphasized that even if Hispanics and their purchasing power are in the minds of marketers, “how they are approaching it is definitely different depending on where they are on the lifecycle on their multicultural marketing.”

As a result, she said “We take each brand in its own stage and help them develop that multicultural marketing knowing that this is the present and the future.”

 

Hispanic Advertising Trends in the Spotlight

Elizabeth Barrutia pointed out it’s not a matter of whether a brand realizes Hispanics are an important audience or not. After all, she said multicultural consumers (not just Hispanics) account for nearly 50% of the total U.S. population. Therefore, brand marketers that don’t take this into consideration within their hispanic advertising trends planning will have “a big problem,” says Barrutia. “It’s up to us as thought leaders, as agency partners and ambassadors for our community at large. Consequently, we have to educate [our clients] on what ROI potential can be.”

The differences between first-generation Hispanics and U.S.-born Hispanics surfaced as another topic. As a result, it sparked the discussion. “Are companies and brands thinking about how to get them through the mainstream?” asked del Rincón. Then, Teylez Perez explained it’s very challenging “to translate brand values, create affinities and be genuine to first-generation, unacculturated immigrants” on one side, and second or third generation Hispanics on the other. “It’s not an easy task to find those values, and it’s not simple to transmit a singular message that can be appealing to those different segments,” he said.

“The challenge is to be genuine, and to offer something different and hopefully connect.”

It’s not an easy task to find those values and to transmit a singular message that can be appealing to those different segments. The challenge is to be genuine and to offer something different and hopefully connect.

Targeting and the Role of Data

Consequently, how do brands and agencies know exactly how to target these audiences? The answer appears in the data, and that’s what we saw in the previous CNN breakfasts. There are cultural cues that can be found in the data. Elizabeth Barrutia adds, however, “When you talk about building campaigns that are based on data, there has to be that cultural intelligence in order to analyze it and asses that data for it to have a heart.”

Thus, what do we have to do better, and where do marketers and agency executives see more room for improvement?

Dickson declared: “I believe in research.”

“Marketers should do their own research on their own brands. I can look at data on the category, on my competitors, and the marketplace, but what do I know about my brand? And what must I need to know to get [consumers] to buy my product and feel good about it so they become advocates?”

Marketers should do their own research on their own brands.

Digital Leads New Technologies

Fernando del Rincón introduced the topic of digital and what we need in terms of new technologies to close the session. To this point, Teylez Perez asserted that we need to find the way to “create new mechanisms to track, based on traditional models, how you advertise on a digital platform and expect traffic to show up at a certain location.”  For Elizabeth Barrutia, the amount of data available makes it imperative “to build communication strategies that resonate with consumers” on an individual basis.

As a final note, Barrutia assured the audience that “we have to reverse-engineer what total market means. It’s incumbent upon us to re-educate and say ‘Great, you’re willing to spend in inclusiveness, now let’s see what that actually means.'” In the end, the takeaway of the three leadership breakfasts for multicultural audiences was the same. With a majority of multicultural individuals, we live in a multicultural world. So, we need to adapt or it will leave us behind.

 

 

What: CNN en Español’s original Docufilm Pulse, Huellas de la masacre won a GLAAD award to Outstanding TV Journalism.
Why it matters: The documentary analyzes the terrorist attack on gay nightclub Pulse. This recognition is a breakthrough for journalism dedicated to terrorism and the Latino gay community.

Pulse, Huellas de la masacre, an original docufilm by CNN en Español, was recognzied with a GLAAD award to Outstanding TV Journalism, News Magazine, in the Spanish Category. The documentary, written and presented by Jose Manuel Rodriguez, Senior Correspondent for CNN en Español in Miami, produced by Eileen Panzardi, the editing team, and Cathy Reyes, VP Programming and Executive Producer, was first aired in June, 2017, one year after the shooting inside the Orlando nightclub that left 50 dead and 53 injured.

The essence of this story is to narrate those tales of resilience, survival, and hope.

The documentary deals with delicate topics, such as post-traumatic stress disorder, terrorism, discrimination against sexual minorities, and gun control. Since José Manuel Rodríguez covered the news, he went back to Orlando on a few occasions to find witnesses to talk about the tragic events. In the film, audiences can hear the testimonies of victims, family, and rescuers. “The essence of this story is to narrate those tales of resilience, survival, and hope,” said Rodríguez when preparing the docufilm.

 

What: As the perfect opening for this year’s edition of Portada Miami, CNN en Español partnered once again with Portada in its second thought leadership breakfast for multicultural markets. Panelists included Isabella Sánchez, VP, media integration at Zubi Advertising; Ana L. Soto, National Media Manager at JCPenney; David Mesas, VP, Business Development at Geoscape; and Jessica Román, VP, Media Director at Publicis Groupe.
Why it matters: With multicultural consumers representing an increasingly important percentage of the U.S. population, media buyers and vendors need to be very aware of where ad dollars should go, as well as really understand the process of media buying according to what’s happening in the marketplace.

“CNN en Español is at a pivotal moment right now,” said Cathy Reyes, CNN en Español’s Programming VP, to welcome the attendees to the Miami Thought Leadership breakfast. As Reyes told the audience how surreal it seemed to her that now CNN en Español is being measured by Nielsen, a feeling of pride and accomplishment permeated the room, which, to say the least, was packed. The network had been working hard for years and, as Cathy Reyes pointed out, it finally reached that dream. “We’re the most trusted brand in news,” she shared. “We have more spending power in our key demo than other Spanish-language networks including broadcast, and we overindex in Hispanics that have graduated from college.”

To open the conversation about what matters in media buying & planning, Xavier Serbia, anchor of CNN Dinero, moderated a panel of premium speakers including Zubi Advertising’s Isabella Sánchez, JCPenney’s Ana Lucía Soto, Publicis Groupe’s Jessica Román, and Geoscape’s David Mesas. One of the panels main questions was how to deal with the nuances of multicultural markets, to which they punctually answered that, far from being black and white, there are dangers in segmenting the market. “When there are nuances, there’s the danger of being too obvious, of seeming that you’re mocking people,” commented Jessica Román. “The creative part of how stories are told is very important, you can’t take all Latinos and put them in one bucket because that’s not real. Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’ Those can live across segments and you can start building from there.”

In the era of data, it’s easy for brands and agencies alike to lose sight of what really matters. “I feel like it’s very important to get guidance from the agency because as a client you’re also managing your first-party data that’s telling you about the consumer’s behavior, so having guidance from the agency to translate all this actionable snippets of research is very important in the case of my experience,” pointed out Ana Lucía Soto. “My decision process is: my audience is highly multicultural, that’s the reality of the population, although we have total market clients, we do recommend that population is highly multicultural and we need to make changes to address this population.”

Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’

 

 

 

But how do you know what data you need to address this market? In the words of Jessica Roman, “It’s not data for the sake of data, it has to be quality data that we’re going to take with a grain of salt, because data is not going to be your bible; it’s what you use to help you make informed decisions.” Technology is taking us to never-before seen places, and it’s making possible what we could have only dreamed of a few years ago. When asked by an audience member about the future of media and where we’re headed, David Mesas put as an example the technology that allows a television to detect when a mobile device is in front of it and later track purchases made after watching a commercial. For Mesas, the key is in sales attribution: “If you have internal data, that’s where you start. First you understand your customer’s profile, then you segment and find others like that. But now there’s technology that can attribute every purchase whether online or at a store, and that’s where I see it going.”

As much data as there is, we need to be careful about not losing the pure common sense that goes with logic. Data can tell you a lot of things, but we have to step back and look at where it’s coming from.

Perhaps the key takeaway of the panel, as it also happened during the Portada Miami conferences, was that evolution is a crucial part of the future. “Everyone has to evolve, whether that be a digital platform or a traditional TV network,” asserted Isabella Sánchez. “Those that evolve are the ones that are going to survive, and I think data and information is just gonna keep coming in and we’re gonna have to decide how to use it. As much data as there is, we’re gonna have to be careful about not losing the pure common sense that goes with logic in terms of when we evaluate things, when we make decisions… Data can tell you a lot of things but we all have to step back and look at where it’s coming from.”

As a final note to this second thought leadership breakfast, Cynthia Hudson, SVP and Hispanic Strategy General Manager at CNN en Español, concluded by reminding the audience that her network is special precisely because “We produce content every day live, and we do everything, because news is not just politics, it’s not just Donald Trump, and it’s not just a bombing in Syria. It’s everything, it goes from lifestyle (we have that content) to entertainment content, to medical content, to cultural content. We are open to business and I say it in a big way.” As Cathy Reyes said to present the panel, it’s a great moment for CNN en Español. To be continued…

 

 

 

Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Series in New York, Miami and Los Angeles:
May 10, Los Angeles, Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account?
If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.

What: At a breakfast hosted by CNN en Español and Portada in New York this week, marketers discussed how sports draws the Latino audience.
Why it matters: The impact brands can have in sports is strong and still growing, in soccer in particular, especially with World Cup just weeks away.

The message that sports deliver to the Latin demographic was made pretty clear Tuesday morning at The Lamb’s Club, when CNN en Español (@CNNEEand Portada hosted a special breakfast to talk about the challenges and opportunities in Multicultural Marketing. The packed room listened to a spirited debate about the impact brands can, or aren’t having in the Spanish speaking community and the steps measurement and engagement are taking to continue to create opportunities with outlets like CNN en Español, the largest Spanish-language platform in the country and perhaps the most impactful in North America to penetrate the Spanish language consumer.

Away from that, the topic of sports continued to assert itself, as an engagement point across cultures, languages and all barriers. “When looking for where to spend, we go to where people are engaged, and many times that engagement is in sports,” said Manny Gonzalez, Senior Director-Multicultural at Moët Hennessy USA (@MoetHennessy). “In many cases our consumers are led less by language and more by lifestyle, so that makes sports a key part of our marketing. Sports crosses all barriers and gives consumers a common ground to share stories and storytelling is key to building a brand.”

While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux.

That common experience in sports, especially for Latinos, continues to be in soccer. “The Beautiful Game,” as we head toward the World Cup, remains the fastest-growing sport for viewing and for grassroots engagement in North America, a fact that is not lost on marketers who have grown up experiencing a multicultural environment.

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“When you look at the numbers and see that 93 percent of Liga MX fans don’t watch the NBA, and 74 percent don’t watch the NFL, it tells you a lot about the power of soccer and how important it is to engage with the Latino fan in the U.S.,’ added Nelson Pinero, Senior Digital Director, Senior Partner at GroupM. “That is a really powerful look at how valuable not just sports, but soccer is, to brand engagement in the Latino community.”

How this translates to brand spends is still up for some debate. While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux. CNN en Español’s recent expanded partnership with Nielsen (@Nielsenwill help ease those questions and should bring more brands into the mix for the platform, and for those working in sports marketing, the purchase of Spanish language or sports that tread heavily in Latino culture should benefit from bigger numbers and better engagement as we head toward World Cup, and a key sport like soccer continues to be a big factor in the mind of the consumer.

No matter what the language, sports continues to be key.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

What: Nielsen and CNN have reached an agreement to provide daily national television measurement to CNN en español.
Why it matters: The multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data.

Nielsen and CNN have announced that they are expanding their relationship to provide daily national television measurement to CNN en Español, the sole 24-hour Spanish-language news network in the U.S. As a result of the new agreement, CNN en Español will leverage Nielsen data (C3/C7) during this year’s upfront season, an annual event during which TV networks preview their upcoming programs to advertisers.

As a new client, the multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data, minute-level viewership metrics and daily measurement performance for all content aired on the network. Nielsen’s person-level data allows CNN en Espanol to better monetize its programs and ad inventory while offering agencies and advertisers more granular insights into their audience.

“As a leader in Spanish-language news content we need to have a broad understanding of the U.S. Hispanic populations viewing habits and media consumption trends,” said Cynthia Hudson, Senior Vice President and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S. “We are excited about our expanded relationship with Nielsen and look forward to unlocking the full potential of our content.”

By leveraging Nielsen’s national TV measurement services, CNN en Español will have the flexibility to conduct granular and comprehensive analysis of its audience for both live and time-shifted viewing and ratings data. In addition, the network will have intelligence data for custom demographic segments, TV consumption habits and audience characteristics. The complete suite of solutions will deliver a more comprehensive view of the network’s linear audience.

“Hispanic consumption is a driving force of our domestic economy. It’s critically important that networks have a clear understanding of how this important constituency satisfies their need for relevant news. Access to accurate, actionable and independent data will be an important tool to help CNN en Español fully understand the marketplace’s evolving dynamics,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “As the media and advertising landscape becomes increasingly fragmented, Nielsen will continue to work with all of our clients to ensure we offer meaningful solutions that demonstrate the reach of their audience to deliver greater results to their advertisers. We are proud to count CNN en Español as a client and we look forward to our newly expanded relationship.”

Nielsen’s suite of products provide clients like CNN en Español with a broader understanding of their audiences and their viewing trends. The new data sources will help uncover new insights, offer the ability to conduct respondent-level analysis for reach and frequency and go deeper into Nielsen’s standard audience segments.