What: Cisneros Interactive’s RedMas will exclusively sell advertising into Demand Media’s eHow en español in 17 Latin American countries. Both companies will also work together to monetize eHow en español’s U.S. Hispanic traffic, where it has 1.5 million visitors.
Why it matters: The deal reflects a trend towards specialization in the Latin Interactive markets. Both Demand Media and Cisneros Interactive are important players in the digital media market. However, Demand Media’s specialty is content production and Search Engine Optimization, while Redmas is mostly focused on sales.
Content company Demand Media announced a digital advertising partnership with Cisneros Interactive’s RedMas. Under the agreement, RedMas will be awarded exclusive representation for branded digital advertising solutions available on Demand Media’s site, eHow en Español, in the following Latin American countries:Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Panama, Paraguay, Peru, Uruguay, and Venezuela.
Victor Kong, president of Cisneros Interactive, tells Portada that “RedMas, a company of Cisneros Interactive, will sell exclusively into these markets since Demand Media has no local sales force in these countries.”
eHow en español has over 1.5 million U.S. Hispanics on its site.
Kong adds that the U.S. Hispanic market is not covered through the agreement, “but with our presence in the U.S. Hispanic market, we will work closely with Demand Media’s saleforce to make sure we both tap into this growing market. eHow en español has over 1.5 million U.S. Hispanics on its site.”
RedMas will sell traditional advertising, but also specialized and customized packages for each advertiser. “With so much content for each very specific topic, we can create special eHow sections for advertisers.”
“Our international sites are experiencing explosive growth, particularly eHow en español, which has increased its unique visitors nearly six-fold from the previous year and now attracts more than 25 million monthly uniques. Our partnership with RedMas significantly expands our digital advertising footprint in the fast-growing Latin American market. The biggest brands and advertisers in the region will now have access to premium, affluent and intent-driven audiences ready to take action on advertisers’ contextually relevant messages,” said Stewart Marlborough, executive vice president of media at Demand Media.
Demand Media will provide training to RedMas’ sales force across the territory to assist them in offering eHow en Español’s array of digital advertising solutions – custom content, branded sponsorships and high impact, rich media units – to brands in the region that want to connect with consumers who are looking for practical, actionable content for real life.