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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Diane Kniowski has been named President and Regional General Manager of Local Media at Univision. She’ll be reporting directly to Univision CEO Vincent Sadusky. Kniowski’s initial focus will be on leading Univision’s local television and radio stations in six top markets: Los Angeles, New York, Miami, Dallas, Houston, and Chicago.

 

 

 

 

Jason Peterson, the Chief Creative Officer (CCO) of Havas North America, has abruptly left the company. It was announced today that the creative will no longer work for the agency. In a statement, Havas confirmed employer and employee had reached a “mutual agreement”.

 

 

 

 

 

iProspect announced the promotion of Charlotte Polci to the newly-created role of VP of Integrated Solutions. Effective immediately, Polci will report directly to Jeremy Hull, SVP of Innovation at iProspect, US.

 

 

 

 

Mobile Posse announced Steven McCord has been appointed its Chief Technology Officer. McCord will oversee the company’s engineering, development, project management and quality assurance teams.

 

 

 

 

 

Pinterest has named its first chief marketing officer as Andréa Mallard, the former marketing chief of Athleta. Mallard will oversee Pinterest’s marketing and creative teams.

 

 

 

 

 

Entravision Communications Corporation has announced that Mario M. Carrera has decided to step down as Chief Revenue Officer.  Entravision has commenced a search for a successor and Mr. Carrera will remain in his position until a replacement is named.

 

 

 

 

 

Stacey Zolt Hara has joined Visa in the newly created position of VP and head of global reputation management and public affairs. Reporting to Paul Cohen, SVP and head of communications, Zolt Hara is based in San Francisco.

 

 

 

 

 

As part of a business restructure, Verizon’s CEO Guru Gowrappan announced that Oath is no more. The company will bring its platforms and services under a new division called Verizon Media Group.

 

 

 

 

 

Jon Moeller, Chief Financial Officer at P&G, will expand his responsibilities to include the operations side of the company and will be appointed Vice Chairman, Chief Operating Officer, and Chief Financial Officer.

 

 

 

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Dataxu has announced the appointment of Raymond Dooley as Vice President of Corporate Marketing. Dooley will oversee a global team focused on bringing dataxu’s solutions to agencies, advertisers and media sellers. He will be based in dataxu’s New York office and report to Aaron Kechley.

 

 

 

 

Entravision announced it has rehired Mark Garcia as SVP of Integrated Marketing Solutions. Garcia, who was most recently Director of Sales at Nexstar Broadcasting in El Paso, will be based in McAllen and report to Lilly Gonzalez.

 

 

 

 

 

Laura Willis has returned to Pulpo Media as VP of Digital Sales. Willis will be based in New York and report to Solange Curutchet. She’ll be responsible for managing national sales in the U.S. She was most recently Director of Integrated Sales at Meredith/People en Español in New York. Before that, she was Senior Sales Director at Pulpo Media.

 

 

 

R/GA announced in an all-staff meeting that its founder, executive chairman and CEO Bob Greenberg, will officially step down from his position on Jan. 2. Sean Lyons, a company veteran who has served as U.S. president since 2015, will succeed Greenberg.

 

 

 

 

Rapha Vasconcellos has been named the leader of Facebook’s Global Creative Shop. He has been with Facebook for six years, heading up the company’s Creative Shop in two of its fastest-growing regions, Latin America and most recently, Asia Pacific. As head of Creative Shop, he’ll work closely with Facebook’s chief creative officer, Mark D’Arcy.

 

 

 

 

Twitter has hired ad-agency executive God-is Rivera as global director of culture and community, a new post created to help engage, spotlight and market to informal user groups. Twitter said Ms. Rivera will help advertisers connect effectively with various communities on the platform driving influential conversations under banners such as Feminist Twitter, Asian-American Twitter, Black Twitter, and NBA Twitter.

 

 

 

Vice’s creative agency Virtue is teaming with noted filmed director Robert Rodriguez and his El Rey Network for La Reyna, an agency designed to connect brands with U.S. Hispanics. Rodriguez himself will serve as creative chairman of the agency, supported by a team of creative directors pulled from the combined networks of Virtue and El Rey.

 

 

 

What: Entravision has renewed its NFL agreement for three more years, and will be the official NFL Spanish language radio broadcaster for Sunday Night Football through the 2020 season.
Why it matters: Spanish language radio can be a more cost-effective way for marketers to reach the Hispanic football fan audience.

Ramik Wilson (credit: Keith Allison)

The NFL (@NFL), like other leagues, is well aware of the growth of the Hispanic/Latino population in the U.S., estimated to have swelled to more than 58 million and about 17% of all Americans. While those numbers aren’t reflected in player makeup as they are in baseball, the league has courted the Hispanic fan base here and Latin America, notably through NFL Mexico (@nflmx), which last year saw more than 76,000 fans attend the New England Patriots’ win over the Oakland Raiders at Estadio Azteca in Mexico City and will hope for similar results on Nov. 19 when the Kansas City Chiefs battle the Los Angeles Rams in the nation’s capital in the fourth annual contest in a series that has its roots in earlier attempts at spreading the game south of the border.

Now comes a development closer to home for Spanish-speaking fans in the States, as Entravision renewed its NFL agreement for three more years, taking its radio broadcasts of 17 Sunday Night Football games (plus the Kickoff and Thanksgiving Day Thursday game and five AFC playoff games) through 2020. The agreement adds Super Bowl LIV in 2020 and LV in 2021 to the package.

Radio broadcasts can be a lower-cost but still very effective means of reaching those Spanish-speaking fans whose consumption of games is more easily attained via radio.

Entravision’s (@EVCMedia) NFL coverage is heard in 20 markets, including cities as large as New York (1010 WEPN-AM) and Los Angeles (103.1 KDLD, KDLE-FM), many concentrated in traditional Hispanic markets like Florida, California, Nevada, Arizona, Texas and Colorado.

“Hispanics are truly NFLeros and actively engage with their teams during both the pre and regular-season,” said Jeffery Liberman, Entravision’s President and Chief Operating Officer, in a statement. “We’re excited to be part of the football excitement and to connect with the Latino community by partnering with the NFL to provide Spanish-language radio broadcasts for the next three seasons.”

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Ricardo Celis (Wikimedia: Rcarillo67)

The Sunday Night airings begin with a pre-game show called Pase Completo, hosted by former Mexican quarterback Ricardo Celis (@CelisDeportesand Tony Nuñez. Many of the elements that English-speaking fans enjoy, such as Fantasy updates, guest interviews, predictions and strategy are part of Pase Completo.

“Our NFL coverage provides advertisers with new opportunities to tap into our growing and loyal fanbase and their enthusiasm for the NFL,” added Entravision’s CRO Mario M. Carrera. “This multi-year agreement, combined with our Sunday pregame show Pase Completo, provides our stations with unique content that further differentiates their presence in the market with both listeners and advertisers.”

Radio broadcasts can be a lower-cost but still very effective means of reaching those Spanish-speaking fans whose consumption of games is more easily attained via radio. Courting that base is a priority for many teams and leagues, the NFL included. It was one thing for Entravision to go heavy on World Cup and its built-in audience. While the NFL partnership, first set in 2015 before this week’s renewal, reflected the growth of the engagement of Latino fans in the years immediately preceding, it was far from a sure thing. The renewal seems to indicate it has worked out well for both league and broadcaster.

What: Entravision has announced several promotional initiatives tied in to its FIFA World Cup Spanish-language radio coverage.
Why it matters: Connecting with U.S. fans supporting their native Latin American nations is particularly critical with the absence of Team USA at World Cup, beginning in two weeks.

FIFA World Cup (@FIFAWorldCupis now two weeks away, and with the U.S. not qualifying, many Latinos here are focusing on the teams of their national origins. That audience segment is critical for radio partner Entravision (@EVCMedia), which has added a selection of promotional events in support of its full Spanish-language coverage of the matches, across stations in 16 markets.

Beginning on June 18, Entravision will broadcast its program “El Show de Erazno y La Chokolata” (@ERAZNOYLACHOKO) from the FIFA World Cup International Broadcast Center in Moscow. The show has been conducting promotions leading into the coverage, with one lucky fan earning the honor of singing the Mexican National Anthem before Monday’s Mexico vs. Wales game at the Rose Bowl in Pasadena, Calif. Host Erazno introduced the winner on the field as well.

We believe we are unique in our capability to offer local advertisers the ability to participate in the excitement that is the 2018 World Cup.

Moving forward, Entravision has put in place a promotion where listeners can win cash every time they play the legendary “GOOOOLLL” call by the great Andres Cantor, who will be one of the broadcasters on the network’s coverage.

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Erazno

Connecting its popular show’s audience to Entravision’s coverage of the World Cup is one way that the broadcaster is taking advantage of the interest by Spanish speakers in the event. Latin American countries represented at the World Cup include Uruguay, Peru, Argentina, Brazil, Costa Rica, Mexico, Panama and Colombia, with other fans of Spain and Portugal likely following as well. It’s a great opportunity for marketers, particularly locally in markets like Los Angeles, Phoenix, Denver, Albuquerque and Las Vegas, which are among the 16 in which the coverage will be heard, to connect with this rabid fan base.

“Soccer is the number one sport among Hispanics and these exclusive programs are an exceptional platform for national and local advertisers to engage with Latinos who reside in the 16 markets where we are carrying the FIFA World Cup and be able to capitalize on this prestigious global soccer event. We believe we are unique in our capability to offer local advertisers the ability to participate in the excitement that is the 2018 World Cup and look forward to helping them connect with the Latino market,” said Jeffery A. Liberman, President and Chief Operating Officer of Entravision, in a statement.

Cover Image credit: Danilo Borges/Portal da Copa

What: The newest MLS team, Los Angeles Football Club, and FIFA World Cup have announced their respective Spanish language U.S. broadcast partners.
Why it matters: Whether an established international tournament or a team competing in its first handful of games in its inaugural season, soccer broadcasts in Spanish are critical in reaching this huge audience.

The launch of MLS’s latest franchise, Los Angeles Football Club (@LAFC), is off to a rousing start, with the new squad quickly developing a supporters group—seven busloads strong for a battle with “crosstown” rivals LA Galaxy in Carson, Calif. Starting next week, Spanish speaking LAFC fans can tune in to the first of 18 matches on UniMás () KFTR Channel 46, as the team announced that Univision Los Angeles will be its Official Spanish-Language TV partner this year.

“We are committed to making our matches accessible to everyone throughout Los Angeles,” LAFC Owner and President Tom Penn said in a statement. “It is an honor to partner with Univision Los Angeles – a trusted and respected broadcast leader that ensures award-winning, comprehensive content and coverage of our Club.”

We’re excited to be part of the World Cup event and our ability to provide extensive coverage to our local communities through our radio stations.

This comes on the heels of news that Hispanic fans who want to follow this summer’s FIFA World Cup (@FIFAWorldCupon radio will have a new option: Entravision (@EVCMedia), which will broadcast 53 of the 64 total matches (including al three for Mexico in Group F) on its stations in 16 markets, beginning with the opening ceremony and group play on June 14. With Uruguay, Peru, Argentina, Brazil, Costa Rica, Mexico, Panama and Colombia joining Spain and Portugal in the field, there will be plenty of interest among the Latin American fan base, particularly in markets like Los Angeles, Denver, Phoenix, El Paso, Albuquerque and Las Vegas, whose affiliates will air the games.

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“Latinos live and breathe soccer and it is by far the number one sport among our listeners,” said Jeffery A. Liberman, President and Chief Operating Officer of Entravision, in a statement. “We’re excited to be part of the World Cup event and our ability to provide extensive coverage to our local communities through our radio stations. This global soccer tournament is one of the most recognized sporting events in the world and provides advertisers with a premier opportunity to connect with our audience.”

No word yet on which advertising partners are on board for either entity, but with UniMás KFTR 46 ranking among the top stations in L.A., regardless of language, in key demographics, opportunities abound for marketers to catch on to the early success of LAFC and its newly formed fan base. And World Cup retains a huge appeal, even without the U.S. National Team, which failed to qualify.

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!

Cover image courtesy LAFC

The just ended first quarter of 2017 was certainly eventful for politics and marketing. 7 essential insights  that impact your multicultural marketing  business. Questions we answer: Is Univision back on track?; Trump’s impact on Hispanic advertising, Are agencies winning multicultural accounts…and more.

1. Is Univision back on track? Well….

Early in January  the Federal Communications Commission announced that it would  allow foreign ownership of Univision to exceed the mandatory 25% ceiling up to 49%.  As a result of the ruling, Televisa increased its stake to 40%. The larger Televisa stake also allows both companies to work closer together and they announced  an expansion of their relationship by unifying both of their content development and production efforts with Isaac Lee becoming Chief Content Officer of both Univision and Televisa. The Televisa deal provides breathing room on the financing side (Univision has a high debt load). But the company is still facing substantial headwinds, excepting perhaps its Univision Deportes unit, in its main business of Spanish-language broadcast ad sales. Are Univision investors including Saban Capital Group, Madison Dearborn Partners, Providence Equity Partners, TPG Capital, and Thomas H. Lee Partners going to be able to recover their investment at the US$ 12.5 billion valuation they bought Univision back in 20017? Very unlikely, if we look at Univision’s current growth rate and the current stock market valuations for media companies.

2. Trump’s Impact on Advertising Expenditures Targeting Hispanics…..

donald_trump_8567813820_2No one is going to say this openly, but first quarter sales at most Hispanic broadcast and radio companies have not been great (BTW: Check out how Radio and Broadcast company Entravision is “buying growth” with the recent acquisition of digital advertising company Headway).
President Trump’s comments, and intended new legislation, about immigration and the deporting of undocumented immigrants have substantially increased the uncertainty of that sector of the Hispanic population. Some advertisers that target this Spanish-dominant sector of the Hispanic population have reduced their spend.  Even in the mobile world, we have heard that first quarter activity of Hispanic inventory at mobile exchanges was relatively low.

3….but ObamaCare Lives On and so Does Health Care Marketing to Hispanics…

House majority Speaker Paul Ryan said it two weeks ago after the Trump’s administration healthcare bill defeat: “Obamacare is the law of the land” and will remain so “for the foreseeable future.” This also implies that 2017 (Hispanic) Healthcare marketing will remain in place and health care solution providers like Emblem Health, (check out our interview with CEO Karen Ignani) and others will keep their marketing plans.

We are revealing the  agenda of the ninth annual edition of PortadaLat in Miami on June 7-8, 2017.
Portada has been the leading source of expert analysis on the US multicultural and Latin American marketing and innovation spaces since 2003. For the 9th annual edition of PortadaLat our team is gathering a unique set of key decision  makers and thought leaders in one place to share insights, brainstorm solutions and debate the future of marketing technology, digital platforms, brand marketing and more. Register at early bird ticket (deadline April 14!).

4. …and Agencies Continue to win Multicultural Specific Accounts

While some major CPGs (P&G, Kellogg, General Mills) have been cutting marketing expenditures (and  Hispanic/multicultural has been one of the first line items to be cut), other blue chip companies are putting resources to work to target the Hispanic consumer. E.g. We hear that Atlanta headquartered PM3 just won the Paychex Hispanic account. A major executive at a big four ad holding company also tells us about renewed interest of major companies in the Hispanic market opportunity.

5. High Growth in Native

Photo: Xosé Castro. Under CC Licence.
Photo: Xosé Castro. Under CC Licence.

Native advertising is growing at a high rate and there are more solutions that tap this opportunity from a programmatic and scalable standpoint (e.g. see Headways’s  introduction of a Spanish-language native ad marketplace and Kickads recent launch of a mobile SSP for Spanish-speaking markets.

6. Sports, a Growing Passion Point

Millennial Marketing efforts, often are related to sports content. For instance Kellogg did a deal with the MLS for sports content. Sports championships also have the allure of “appointment viewing” be it over broadcast or streaming and the content be amplified via paid and organic social efforts.  With programmatic dominating the digital display ad space, there is also a shift of more customized efforts using influencers and content marketing services through sponsorship deals.

7. Multicultural Marketing as a Base for Cross-over General Market Efforts (Buchanan’s and Tecate)

1 - J Balvin and Buchanan’s “Es Nuestro Momento Ft. J Balvin” contest“Buchanan Whisky Scotch was focused on the Hispanic market and now they are expanding their targeted consumer base to the overall market. They have defined the blended scotch whisky category, which is declining in size, but they are breaking through because they focused on the Hispanic market,”  a brand marketing executive for a major alcoholic beverage brand  recently told Portada.  Similarly, another alcoholic beverage, Tecate in 2017 is crossing over to the general market and now is one of  the four top brands that beer behemoth Heineken is marketing in the U.S. (Dos Equis, Stromboli Cider and Heineken are the other three). BTW: Don’t forget that Mexican imported beers are the fastest growing category in the U.S. beer market.”

 

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

TiVo just released the 16th edition of its quarterly Video Trends Report, covering key topics across Pay-TV, VOD, PPV, OTT and TV, and found that Q4 of 2016 had the highest percentage of cord-cutters in a single quarter since their Q4 2015 survey. In Q4 2016, 83.0% of respondents had a pay-TV provider. Of the 17.0% without a pay-TV provider, 19.8% of this segment of respondents cut service in the last 12 months.

Entravision Communications Corporation announced that it has acquired Headway, a provider of mobile, programmatic, data and performance digital marketing solutions primarily in the U.S., Mexico and Latin America.

In the US, Nielsen has partnered with video ad platform YuMe to launch what the pair say is the first programmatic platform-based/campaign-based audience measurement solution for connected TV (CTV) campaigns

Vimeo has launched Vimeo 360, a new hub that will spotlight 360-degree filmmaking while offering numerous creative resources to its users.

VuduWalmart’s online video rental and purchase service — will be available as an app for the fourth-generation Apple TV.

Facebook Messenger is starting to roll out Messenger Day globally on Android and iOS. Messenger Day allows users to snap a quick selfie or take a photo or video of what’s around you, add art and effects and share the clip with friends.

Targeting Indian film and Bollywood fans in the US, Amazon has launched Heera, a curated on-demand video channel subscription through which users will able to watch over 100 on-demand channels without a cable connection.

Optimizely has launched Optimizely X OTT as a part of its “Experimentation Platform” to support experiments in over-the-top (OTT) video.

According to new research from the Consumer Technology Association, for the first time ever, the percentage of free or paid streaming video subscribers in the U.S. (68 percent) has caught up to the number of paid TV subscribers (67 percent).

AdRoll‘s recent research found that more than 70 percent of marketers are running programmatic ads on social media, more than one-half employ it on mobile and almost 40 percent use it for video marketing.

Video advertising platform Latin On has partnered with Cinesa Soluciones Audiovisuales to offer digital and audiovisual services to global brands the US-Hispanic market.

AOL Inc. revealed that it had sought a deal with Google and Facebook  before agreeing to a buyout by Verizon Communications Inc.

The New York Times opened  its video inventory to programmatic ad buyers for desktop and mobile web with mobile in-app on the way, per Adexchanger.

LATAM MARKET

Verizon Digital Media Services and Pontis Technologies announced a multi-year partnership that will make over-the-top (OTT) and content delivery network (CDN) services on the leading end-to-end digital media platform from Verizon Digital Media Services available to broadcasters and content publishers throughout Latin America.

Mobile ad company Adsmovil has announced an alliance with Sizmek that will allow advertisers, agencies, and trading desks to combat fraud in programmatic buying on mobile. 

The Global OTT TV & Video Forecasts report estimates that Latin American OTT, TV and Video revenues will nearly triple in the next year.

Amazon has launched its Prime membership program in Mexico, according to a new report.

During the Mobile World Congress in Barcelona, GSMA revealed data showing an increase by 121% in 4G connections in Latin America. The Latin American growing rates are twice as fast as the global average, summing up 113 million connections — 60 million of them in Brazil.

comScore revealed its latest data in Brazil: 81 million people browse the internet via desktop and 75.5 million do it through smartphones, which account for 71% of users’ time online. 105.7 million people have access to the internet.  Google had 88 million unique visitors, and Facebook 79 million. Facebook and YouTube represent half of the videos streamed in Brazil.

The streaming ad management company AdStream claims that revenue grew by 123% last year in Brazil, and  also closed a deal with Globo for ad streaming in the country.

Batanga Media announced a full rebrand, changing its corporate name and identity to Vix. Effectively immediately, Batanga Media will be known as Vix, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.

Does the degree Hispanics share apps depend on their acculturation level? According to the white paper  “Mobile App Diversity across Total Hispanic Market”, this is clearly the case. One key insight of the study, the result of the collaboration between ThinkNow Research and Entravision, is the importance of ‘collectivism’ in app downloads/usage.  Of those who share apps across acculturation: two statistically
significant findings were secured: 69% of low acculturated users share apps, more so than the medium and
higher acculturated segments.

Survey respondents downloaded apps to share and use with other people, while 39% have downloaded an
app for the sole usage of someone else. Of those who share apps across acculturation: two statistically
significant findings were secured: 69% of low acculturated users share apps, more so than the medium and
higher acculturated segments; and, 42% of medium acculturated Hispanics download apps for someone else.

For more information download the white paper!

How do Hispanics relate to apps depending on their acculturation level? Little if anything has been researched around this.  A new white paper “Mobile App Diversity across Total Hispanic Market”, the result of the collaboration between ThinkNow Research and Entravision sheds light on this key issue for marketers.

While it is well-known that Hispanics over-index in mobile and app usage, insights into the similarities and distinctions across generational and/or acculturation levels have been lacking to date. Not anymore. “Mobile App Diversity across Total Hispanic Market” is an in-depth study to thoroughly analyze Hispanic market mobile app behavior across acculturation levels.  Download it here!

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

descargaEntravision Communications Corporation, a diversified media company serving U.S. Latino audiences and communities, has announced the appointments of Angela Navarrete to Senior Vice President of Integrated Marketing Solutions (SVP-IMS), McAllen, Texas and Rene Morales to Senior Vice President of Integrated Marketing Solutions (SVP-IMS), Las Vegas, Nevada, effective immediately.As a Senior Vice President, Angela Navarrete and Rene Morales will be responsible for selling Entravision’s media and marketing solutions across the company’s television, radio, and digital properties, in their respective markets. In their roles, Navarrete and Morales will provide advertisers the ability to effectively engage U.S. Latinos across acculturation levels by leveraging Entravision’s reach and measure their campaigns through data analytics tools. Navarrete will report directly to Chris Moncayo, Executive Vice President of Integrated Marketing Solutions, Texas Region, and Morales will report directly to Don Daboub, Executive Vice President of Integrated Marketing Solutions, Mountain Region.

descargaNavarrete brings more than 26 years of experience working as a marketing and advertising industry professional in the Hispanic market, overseeing promotions, sales and operations for a variety of platforms. Most recently, Navarrete served as the Vice President and General Manager of Digital Sales and Operations for a radio station group in El Paso, Texas.
descarga (1)Morales started his career in sales, developing retail revenue for the Chicago Tribune Newspaper, and eventually found his way into the broadcasting industry – previously working at Telemundo WSNS and Tribune’s CLTV News.

 

 

 

 

68d521f98a0db8a9adc100d7f524bda5_400x400After more than two decades selling advertising on behalf of the nation’s biggest newspaper publishers, the Newspaper National Network is closing up shop at the end of this month, the organization announced.Explaining the decision, David Chavern, president and CEO of the Newspaper Association of America, which is a partial owner of the NNN, stated: “The partners felt the need to invest in an alternative go to market strategy, focused on emerging digital opportunities and ROP [run of paper] advertising, rather than significant capital investments in NNN at this time.”

 

 

The American Advertising Federation’s (AAF)  has expanded its leadership and influence with the appointment of two additions to the AAF’s Board of Directors and the first meeting of the newly established Mosaic Next Generation Leadership Council (MNGLC). The AAF’s Mosaic Council is an established infrastructure of national advertisers, general market and multicultural agencies, media organizations and suppliers

1675b95 AAEAAQAAAAAAAAkuAAAAJDllY2RhM2YzLTI1MmMtNDcyMy1iNWYxLTE2NjdjMmM4OTU1MgThe AAF announced its 2016-2017 list of Board of Directors by appointing Danielle Austen, CEO, fluent360 as Mosaic Council Chair and Doug Melville, Chief Diversity Officer, NA, TBWA as Mosaic Council Co-Chair. Austen and Melville have long championed the Mosaic Center’s programs and their continued support has had a meaningful and impacting influence on the program’s initiatives. In addition, the composition of this year’s leadership board makes it one of the most diverse among the AAF’s sister trade organizations.

The newly appointed members of the MNGLC include:

kandaceKandace J. Barker, Associate Marketing Manager, General Mills

 

 

Bennett D. Bennett, Copywriter, BBDO

 

amberAmber Jackson, Sr. Account Manager, 360i

 

 

 

alixAlix Montes, Account Executive, LMO Advertising

 

 

 

Abu Ngauja, Account Executive, Leo Burnett

Candace Queen, Associate Art Director, DigitasLBi

jakeJake Quintanilla, Account Executive, DigitasLBi.

 

 

 

descarga (2)McCann Worldgroup has promoted Chris Macdonald, former president of its New York office, to the role of president of North America. Macdonald will continue running the New York office, while also leading the North America group that includes Casanova//McCann, McCann Detroit, twofifteenmccann San Francisco, McCann Minneapolis and MacLaren McCann Canada.Macdonald has served as president, McCann New York for the past three years.

 

bbbbSS+K has appointed Elisa Silva as senior vice president, director of client services.She will report directly to newly-appointed chief operating officer Kate Rothen.

Silva joins the agency from Barton F. Graf, where she has served as a group account director.

Rothen, who has been a partner with SS+K for several years, previously served as head of account services and director of social media.

 

logoGenerator Media + Analytics has appointed Anthony V. Russo and Elba Alvarenga as communications strategy supervisors.

 

Join us at PORTADA Mexico!

Entravision, chose the month of September, exactly Thursday Sept. 24, to have its upfront show in New York City’s AXA Equitable Center. Led by Entravision’s CEO Walter Ulloa, the upfront session’s theme was “1” (1 Year Anniversary of Pulpo Media acquisition); “5” (launch of the Radio Network); and “20” years since the company was created. The upfront presentation was crowned with a performance by Sony Music Latin Recording Artist Victor Manuelle.

Maria_Lopez_Knowles_Pulpo_Media-1380102749C-level executives including Chief Revenue Officer Mario Carrera, Jose Villafañe, president of National Sales, Franklin Rios, ‎President, Luminar & EVP, Digital at Entravision Communications, and Maria Lopez Knowles (photo), CMO of Entravision, all alluded to the “seismic shifts” the Marketing and Media space is going through and how Entravision is approaching the market with an Omni channel reach not only through TV, Radio and Digital Media but also through the ability of in-house audience analytics to attribute campaign results to each of those channels. CMO Lopez Knowles characterized the Hispanic audience as “valuable, younger and more influential”.

Hispanic Audiences are valuable, younger and more influential.

Key announcements that Entravision executives made during the upfront “1-5-20” upfront include:
Partnership with NFL: Entravision touted the just acquired new three-year Spanish-language rights deal to broadcast all NFL regular season Sunday night games, two Thanksgiving games and all AFC Playoff games. All games will be broadcast live on 15 Entravision radio stations in 13 markets across the United States and various Entravision Solutions Audio Radio Network stations.
Exclusive Content Partnerships: Executives from the broadcaster explained the local and national ratings growth of its station platform and how its network affiliate count has doubled to more than 300 stations in the last five years, with coverage of 95% of the U.S. Latino population. Exclusive partnerships include five-year-old “El Show de Erazno y La Chokolata” (cleared on 85 stations), Alex “El Genio” Lucas (59 stations) and Eddie “Piolin” Sotelo (45 stations).
New Studio in Los Angeles: A new studio will be established in Los Angeles to facilitate digital and off-line forays (including emore than 100 events per year) of Entravision talent and sponsors.
– Study on programmatic Audio Buying in Partnership with WideOrbit. As programmatic audio buying is becoming a major factor in audio buys, Entravision will be producing a study together with Advertising Management Software Company Wide Orbit.

 

It’s not a simple question of Spanish vs. English. Marketers must understand levels of acculturation – and who the influencers are.

latin grammmieMaria Lopez-Knowles, CMO of Entravision, has seen some marketers shy away from speaking to bilingual audiences in Spanish out of concern it might be misinterpreted or be unwelcome. In focus groups across the country, she’s found, Spanish-dominant consumers will say they are okay with brands speaking primarily in Spanish with a few English words thrown in; that’s how they speak to their kids.

While the majority of Hispanic millennials say they’re bicultural, biliterate and bilingual, Lopez-Knowles says, “You have to be careful of how much you are putting in Spanish, because they may not understand it.”

Indeed, “bilingual” does not necessarily mean equally fluent in two languages. Gonzalo del Fa, president of GroupM Multicultural, says that for many workers, knowing enough English to operate at their jobs counts as bilingual. But this doesn’t mean that English marketing messages will resonate. “There’s not just one way of being bilingual.”

Even though the original tweets were in Spanish, language use among consumers responding was highly mixed, with people getting the message in one language and responding or retweeting in the other.

Finding the sweet spot

Oscar Padilla“Be aware that acculturation will drive language,” says Oscar Padilla, vice president of strategy for Luminar Insights, the Entravision-owned provider of data solutions for digital and traditional media.

Luminar likes to talk about Hispanic generational audiences on a scale of one to three. Hispanics 1.0 came to the United States as adults and are heavily Spanish-speaking. The 1.5 Hispanics immigrated to the U.S. as children, and very likely, both parents are Hispanic 1.0. The 2.0 generation was born here, and it’s likely that at least one parent was born in the United States.

Because the 1.5 and 2.0 generations are much more acculturated, Padilla says, “To reach them you would start reaching them in English with culturally relevant messaging.”

The other important thing about these generations is that they’re also often going online to do research or transactions for their Spanish-dominant parents. If 1.0 Hispanics are the marketer’s target, Padilla says, television is still the prime medium. The trigger to go online may be a TV spot that creates interest and directs viewers to a website. But the person who closes the loop on the transaction may not be the recipient of the original ad. “You have to find the optimal mix of offline and online media,” he says.

Maria Lopez KnowlesLopez-Knowles notes that marketers who want to reach the general Hispanic market can use those more acculturated consumers as influencers. Moreover, because they spend so much time online, “You can use your general market assets and change a couple of words into Spanish. You do not have to start from the bottom up.”

Switching around

Gonzalo del FaThere’s still another tricky thing: Even those highly acculturated 1.5 and 2.0 Hispanics may use both English and Spanish depending on the context. Using himself as an example, the Argentina-born del Fa says, “Soccer is in Spanish for me. My mindset is in Spanish and I curse, scream and enjoy it from a Latino angle. When I watch American football — which doesn’t’ make any sense in Spanish — I enjoy it and feel it and curse in English.”

A study of Hispanic women done by GroupM bore this out. In the multiethnic and multigenerational households of today, the majority of them spoke Spanish 50 percent of the time and English the other 50 percent.

For many workers, knowing enough English to operate at their jobs counts as bilingual. But this doesn’t mean that English marketing messages will resonate.

A case in point was a social media campaign that GroupM did for a client during the Latin Grammy Awards. The agency decided to do the campaign in Spanish because it aired on a Spanish network. It found that, even though the original tweets were in Spanish, language use among consumers responding was highly mixed, with people getting the message in one language and responding or retweeting in the other. Says del Fa, “That is the dynamic of the Hispanic consumer.”

Padilla insists that choosing the right language for social media campaigns is not that hard. “If you want to be part of the conversation, you have to do your homework and understand those channels. Social monitoring is a widely available practice to get a pulse on the content being consumed, whether it’s Spanish, English or a mix. It’s not much different from any other social media strategy.”
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WPP’s stake in comScore no cause for concern among media agencies, who applaud the potential of the partnership.

Half_full_half_empty
ComScore-WPP: Half full or half empty?

Kantar and comScore have allied to provide what they’re calling best-of-breed, cross-media audience- and campaign-measurement to the international realm. Kantar, WPP’s data investment management decision, will work with comScore to integrate their technologies, and comScore will acquire the assets of Kantar’s Internet audience measurement businesses in certain European markets. To deepen the relationship, WPP will take an approximate 20 percent stake in comScore.

There is still a major gap for advertisers and agencies to crack the media measurement code.

Overall, I think it’s a very positive thing for the industry,” says Justin Kuykendall, CEO of Pulpo Media. “There is still a major gap for advertisers and agencies to crack the media measurement code.”

The international angle makes this a strong play, according to Ludmila Palašìn, associate director of The Media Kitchen. She says, “Since this deal involves only European audience measurement assets, we think this is terrific for our international clients. Cross-media measurement is an ongoing challenge everywhere. This agreement makes us more responsive to our international clients’ cross-media measurement challenges.”

There’s potential synergy in the combination, according to Alex Kalluf, director of intelligence at Figliulo&Partners. Kantar has some strong cross-platform offerings, while comScore rocks in digital. In addition, the two are complementary in international markets. Says Kalluf, “Especially in Latin America, Brazil and China, they will have a stronger offering.”

There is a potential downside to this partnership, Kalluf says: “There’s a lot of overlap between some of the Kantar companies and what comScore does.” If the two decide to roll some of those up into a unified offering, it could lead to fewer options for agencies.

Media execs did not seem concerned about a potential for undue influence by WPP because of its stake in comScore. WPP isn’t about to kill this golden data goose, they said.

“There’s a lot of overlap between some of the Kantar companies and what comScore does.

Captura de pantalla 2014-12-08 a la(s) 18.20.17“WPP is not about to invest in a partnership and then destroy one of the main the reasons the partnership was struck in the first place,” Palašìn says. “If WPP influenced comScore’s research in any way, comScore would lose its primary asset—its reputation for objectivity.”

One thing to watch, according to Kalluf, is whether WPP might tighten comScore’s purse strings. While WPP gives Kantar a lot of independence, he notes, large corporations are more reluctant to spend money. To date, comScore has invested heavily in new products. With WPP keeping an eye on its investment, he says, “ComScore might lose the ability to innovate as fast. Something to watch is how comScore will keep innovating and coming up with new solutions.”

Kuykendall thinks the deal will help companies like Pulpo Media, which, since it was acquired by Entravision last year, includes TV and radio properties as well as digital. “Advertisers are looking to see how different properties work together, and they want to see their investment across all those platforms and how each contributes to the ROI they’re getting.”

Nevertheless, he doesn’t see the Kantar/comScore combo as the ultimate measurement solution. I think one of the reasons WPP is investing in comScore is because it’s a hard problem to solve. Most advertisers and agencies would argue there is still a lot of work to be done.”

Spanish-language media company Entravision is buying Pulpo Media, a provider of digital advertising services and solutions focused on Hispanics in the U.S. and Latin America. The transaction, which will be funded from Entravision’s cash on hand, includes an initial payment of approximately US $15 million and up to US $3 million in contingent earn out payments based upon the achievement of certain performance benchmarks. Pulpo Media will continue as an independent unit called Pulpo Media an Entravision company.

handshake behind a corporative building.Great for any design.Entravision is buying 100% of Pulpo Media from the following investors: MHS Capital (Mark Sugarman); Crosscut Ventures (Rick Smith); Siemer Ventures (David Siemer); Robert Simon; Jim Barnett (co-founder/Chairman at Turn); and, Founders Fund (Brian Singerman). Entravision is also buying the company from Pulpo Media’s CEO Justin Kuykendall, who will stay on as President of Pulpo Media.

Pulpo Media is headquartered in Berkeley and has offices in Spain, Mexico and Argentina. “Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce,” Maria Lopez Knowles, CMO of Pulpo Media tells Portada. “We will remain as Pulpo Media, an Entravision company. There will be no personnel changes,” she adds. Will Pulpo Media continue to buy media for its clients at agencies and brand marketers across all digital publishers? Knowles tells Portada that “Pulp0 Media  will remain media neutral across all publishers.”

Entravision is mostly present in the U.S., but Pulpo will continue to concentrate in both U.S. and LATAM. “Entravision’s strong presence in Mexico, and border markets (along with LatAm) will only fortify us.,” Lopez Knowles says.

Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce.

“The addition of Pulpo Media is a strategic and highly complementary acquisition that will further strengthen our existing digital businesses,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.

Pulpo Media’s Maria Lopez Knowles, tells Portada that the acquisition of Pulpo Media by Entravision is a fit in many ways. “Our strong online expertise with the (i)Hispanic market is a great complement to Entravision’s omnichannel offering, and Luminar’s focus on Big Data and Hispanic insights. This will make us more competitive across the board.”

Entravision’s Digital Expansion

Originally mostly a pure play radio and TV company Entravision has been heavily expanding into the digital media space over the last few years. In 2012 it created Luminar, a Big Data solutions provider for the U.S. Hispanic market. Earlier this year, Entravision, bought Todobebe, an integrated mostly digital  content property focused on Latino motherhood. And now Entravision is adding Pulpo Media to its staple of companies.

Spanish-language media company Entravision is buying Pulpo Media, a provider of digital advertising services and solutions focused on Hispanics in the U.S. and Latin America. The transaction, which will be funded from Entravision’s cash on hand, includes an initial payment of approximately US $15 million and up to US $3 million in contingent earn out payments based upon the achievement of certain performance benchmarks. Pulpo Media will continue as an independent unit called Pulpo Media an Entravision company.

handshake behind a corporative building.Great for any design.Entravision is buying 100% of Pulpo Media from the following investors: MHS Capital (Mark Sugarman); Crosscut Ventures (Rick Smith); Siemer Ventures (David Siemer); Robert Simon; Jim Barnett (co-founder/Chairman at Turn); and, Founders Fund (Brian Singerman). Entravision is also buying the company from Pulpo Media’s CEO Justin Kuykendall, who will stay on as President of Pulpo Media.

Pulpo Media is headquartered in Berkeley and has offices in Spain, Mexico and Argentina. “Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce,” Maria Lopez Knowles, CMO of Pulpo Media tells Portada. “We will remain as Pulpo Media, an Entravision company. There will be no personnel changes,” she adds. Will Pulpo Media continue to buy media for its clients at agencies and brand marketers across all digital publishers? Knowles tells Portada that “Pulp0 Media  will remain media neutral across all publishers.”

Entravision is mostly present in the U.S., but Pulpo will continue to concentrate in both U.S. and LATAM. “Entravision’s strong presence in Mexico, and border markets (along with LatAm) will only fortify us.,” Lopez Knowles says.

Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce.

“The addition of Pulpo Media is a strategic and highly complementary acquisition that will further strengthen our existing digital businesses,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.

Pulpo Media’s Maria Lopez Knowles, tells Portada that the acquisition of Pulpo Media by Entravision is a fit in many ways. “Our strong online expertise with the (i)Hispanic market is a great complement to Entravision’s omnichannel offering, and Luminar’s focus on Big Data and Hispanic insights. This will make us more competitive across the board.”

Entravision’s Digital Expansion

Originally mostly a pure play radio and TV company Entravision has been heavily expanding into the digital media space over the last few years. In 2012 it created Luminar, a Big Data solutions provider for the U.S. Hispanic market. Earlier this year, Entravision, bought Todobebe, an integrated mostly digital  content property focused on Latino motherhood. And now Entravision is adding Pulpo Media to its staple of companies.

What: Entravision is launching ¨Todobebe¨ as a  new integrated content property focused on Latino motherhood  leveraging  Entravision’s multimedia platforms. Todobebe was put on hiatus in late 2012, presumably as the private equity financed operation run out of money.
Why it matters: This is the first time Entravision is specifically targeting the parenting category through a multimedia approach of which digital (mobile, desktop, Smart TV) is an important component. Todobebe will expand its distribution platforms and extend its content offering from its core website to include branded content and programming on Entravision’s media properties. It will target both the U.S. Hispanic and Latin American markets.

todobebeEntravision Communications Corporation , announced the launch of Todobebe , a content property focused on motherhood issues reaching Latinos in the US and Latin America across an integrated media platform, including digital and mobile media, television, radio and point-of-sale marketing services.

Todobebe.com, was put on hiatus in late 2012 as management departed and its investor Palladium Equity Partners kept mum. In 2007, the company received an investment from Palladium Equity Partners. According to a press release from that time, the investment in Todobebe, while undisclosed, became the fourth investment of Palladium Fund III, a special fund that closed in March 2006 with $520 million of committed capital. Todobebe launched in 1999 and grew to become a multimedia company, with properties that span broadcast TV formats, radio, digital, social media, promotions, mobile applications, consumer research, events and licensing.  Todobe  published a magazine during a period of time as well as a shared mail program.

Multiplatform strategy using Entravision media

Following this announcement, Todobebe will expand its distribution platforms and extend its content offering from its core website to include branded content and programming on Entravision’s media properties, which is reaching 94% of US Latinos.

Todobebe informs, educates and entertains Latino moms and moms-to-be as they explore the joys and challenges of pregnancy, through its digital community and content offering.

Todobebe serves as an online user community that includes approximately 200,000 Facebook followers.

With Todobebe’s expanded media platform, Entravision named Vanessa Bernal, a local news personality at its Univision affiliate television station in Colorado, to be the brand ambassador of Todobebe. Bernal will host branded segments through local cut-ins during the Univision network’s morning television show, “Despierta America”, as well as personal event appearances. Moreover, she will join Todobebe’s team of specialists in digital chats, blogs and events to build a close relationship and sense of community with Todobebe’s audience.

The announcement is of great importance considering that since 2012, there have been approximately 53 million Hispanics living in the United States according to the U.S. Census Bureau. Whatsmore, Hispanics are expected to account for over US $1 trillion in consumer expenditures by 2015,which means Hispanic buying power is expected to grow at nearly three times the rate of the Hispanic population growth by 2025.

“The development of our content offering has been a key strategic initiative, and with the introduction of Todobebe to our owned platforms we are expanding our service to the U.S. and Latin American Latino community and creating a new and powerful marketing vehicle for advertisers,”  said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.

“Todobebe’s focus on Latino moms offers a unique and exciting opportunity for brands to engage this growing audience, at a time when new purchasing habits are being formed. With one out of every four U.S. children born into a Latino family and with nearly US $200 billion in annual purchasing power, the Latino mom market segment offers a significant opportunity to continue to grow our Todobebe platform into a trusted marketing channel for advertisers,” said Mario M. Carrera, Chief Revenue Officer of Entravision.

Hilda García has been appointed VP of Multimedia Content & Community Development for Entravision, Portada has learned. García was most recently VP of Multiplatform Content and Information and Digital Content Director for ImpreMedia, based in New York City.

Hilda Garcia
Hilda Garcia, VP of Multimedia Content & Community Development, Entravision

Garcia’s first day at Entravision is April 1. She will be moving to California, where the company is headquartered (Santa Monica, CA). Her position at Entravision is new and has been specially created for her. Entravision is likely going to use Garcia’s multimedia expertise to leverage all the Spanish-language content in its digital, radio and TV properties. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision’s UniMas network, with television stations in 19 of the nation’s top 50 Latino markets. In addition, Entravision owns and/or operates 56 primary television stations and also operates one of the nation’s largest groups of primarily Spanish-language radio stations, consisting of 49 owned and operated radio stations.
A native of Mexico City, García has worked for Grupo Editorial Expansión in Mexico and El Nuevo Día newspaper in Puerto Rico. She is also the co-author with Joe Kutchera of “EXITO: Su estrategia de Marketing Digital en 5 pasos.”

Entravision is likely going to use Garcia’s multimedia expertise to leverage all its content.

Changes at impreMedia

The departure of García comes on the heels of the resignation of Erica González, who earlier this month left her position as Executive Editor at El Diario/La Prensa, an impreMedia publication. impreMedia has not publicly announced the changes but according to an updated profiled on Linkedin, Juan Varela will now serve as VP,Content Director for impreMedia. Since Argentinean media group La Nacion bought ImpreMedia in March 2012, the company’s new owner  has made a series of personnel changes involving key sales, marketing and, now, editorial positions.

In December we introduced the Portada Buzz Barometer for Advertisers. Today we are introducing the Portada Media Buzz Barometer. While there should be more than  “buzz”, “buzz generation” can be very important for marketing and PR strategies. In this first release of our monthly analysis,  Univision, Telemundo, Azteca America, ImpreMedia and EZ Target belong to the media companies with the most positive change in “Buzz”. ESPN and CBS are the entities with the most negative change. We are not comparing the level of buzz of one company compared to the other companies, but comparing a given media company with its own performance over time.

The figures published below show the monthly change in the amount of searches in  Google for each of the media companies names. The scale is from 1% to 100% as measured since 2004 until November  30,2012. 0% means no searches and 100% represents the highest amount of searches  for the term throughout  the whole period.

strong>Below the Portada Buzz Barometer-Media (USH) representing percentage” buzz” changes from October to November 2012 (see Methodology below)

Below the development of each media company measured during the last 11 months measured against itself.
The  chart below shows the history of each of the national advertisers during the  January-November period of  2012.

Performance during January-November 2012

* Data in %

JanFebMarAprMayJunJulAgoSepOctNov
Univision6966677073746774687690
Telemundo52495548435275100595955
Fox5854535353535354617192
ABC8078766873696761688678
TeleFutura7860453755343936353027
CBS5953835447374049828672
NBC2123192020194654252929
Azteca America5153586666424645454068
ESPN75597762596657639810081
People en Espanol5046455059494751484345
Meredith3843383940424339383836
Televisa2221242426272933232327
ImpreMedia4139353723372320222543
Entravision3129303333342425222822
Google8080818283797880859897
Yahoo!2222202623192621181517
Terra4840383434323232343129
MSN Latino7466616665675957595753
AOL Latino9184677466544136353634
Orange93909191939410090838180
Batanga3533333335342929302627
EZ Target Media5355514148424243444365
Hola6060605962666769686266
Networks3537343334323132333331
Audience Science3262474349473355525346
Tribal Fusion3241323332323230312528

 

Methodology: How we measure “Buzz”

Our Barometer  measures the monthly percentage change in influence (buzz) that the top  Hispanic media companies  generate on a monthly basis on the Internet.  Buzz is measured by the amount of times the name of the media company was  used in Google searches during a given month, compared to the amount of searches  it generated a month before.  The measure does not compare the media companies between them, but a given media company with its own past performance. Again, this is is not a comparison between the  companies but of the same company versus its own performance the month  before. The study was made with data from Google Trends. The performance of  each media company has been tracked since 2004 until November 30, 2012.

Portada Buzz Barometer February 2012 Data  to be released in two weeks.

Source Technoratti

Big Data is one of the buzzwords of the year, if not the buzzword. It describes collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools. The challenges include capture, curation, storage, search, sharing, analysis, and visualization. Information Technology is now increasingly able to sort through these massive amounts of data. The implications for the advertising and marketing industries are very important.

Oscar Padilla, VP of Strategy at Luminar, urged the audience to take analytics more seriously, and to learn how to “translate data into business intelligence,” during his presentation at Portada’s recent Annual Conference.

“Data is not only more important than many people think, but also much more overwhelming than imagined. For starters, data shows that 2.9 million emails are sent out every second worldwide,” said Padilla. Padilla noted that Big Data can help marketers reach their goals and make an effective sell of everything, from credit cards and hair-care products to automobiles and political messages. Luminar licenses data from about 2,000 different sources to create a master file and come up with the right analytics.

 

Big Data not only applies to the so-called general market, it will also strongly impact marketing and advertising in the U.S. Hispanic market. Major media players in the U.S. Hispanic market have already been taking their first steps. In fact, Padilla’s company Luminar is owned by Hispanic media company Entravision.

“Big Data is how we get the right message, to the right people, at the right time, on the right platform, on the right place.”

The double Whammy of Big Data and the U.S. Hispanic market

“We see a tsunami of Big Data forming and another tidal wave of Hispanics population in the U.S.. I would not be surprised to see a lot of activity in that intersection soon as the advertisement industry goes from Mad men to Math men, “Esteban Lopez Blanco, Chief Strategy Officer, Corporate Development and Innovation at Entravision Communications, tells Portada. To Lopez Blanco, “Big Data is how we get to the right message, to the right people, at the right time, on the right platform, on the right place.”

Implications for the Advertising Model

The current display ad model is typically based on advertisers demographically targeting areas of consumer interest on website properties or off-line. The new model, driven by Big Data, helps brands target consumers digitally based on their actual behaviors. Ads are targeted based on much more than just cookie data. Data Management Platforms (DMPs) are helping marketers better understand and segment in complex ways based on user attributes and user consumption habits. Players in the digital media market including DSPs (Demand side platforms) and SSP’s (Supply Side Platforms) are gravitating to also have the role of DMP’s or Data Management Platforms.

According to Blanco, “Google and Facebook have been doing big data for a while and technologies like hadoop and others will bring this to all forward looking companies.”

Hispanic print media is growing at a rate faster than that of the overall New York advertising market, and that the advertising market is having a good year compared to the U.S. market as a whole. Hispanic daily and weekly newspapers are mostly used by local advertisers. In numbers, national advertising amounts to less than 20% of total advertising revenues for most of New York’s Hispanic print media outlets. Local advertising amounts to approximately 33%, while classified advertising accounts for the largest part of revenues with a 50% share. Cultural diversity in the U.S. has made it difficult to do national campaigns, with more dollars going to the west, where the largest part of the Hispanic population is Méxican-Americans.

Due to the population growth and young average age, most consumer companies targeting New Yorkers are eager to include Hispanic media and newspapers in their media buying plans. According to Strategy Research Corporation, New York Hispanics (1.1 million households) have a buying power of US $39.3 billion.

Even in the current lukewarm advertising environment, New York’s Hispanic print media market is vibrant. According to Jorge Ayala, advertising sales director at el Diario/La Prensa, advertising sales in New York, Hispanic print media is growing at a much faster rate than the overall New York advertising market. “We are growing at a 10% rate compared to levels reached last year,” Ayala notes. Mildred Díaz, advertising sales manager at Hoy, says that “the Hispanic advertising market is having a good year compared to the U.S. market as a whole.” However, she claims that current lower economic growth “has clearly had an effect on advertising sales.” Diáz expects a good fourth quarter of 2002. “We see growth in finance, real estate, mortgage, as well as in health and classified ads.” Norma Segovia, account manager at Noticias del Mundo, explains that sales have been “decreasing slightly this year compared to last year.”

Hispanic daily and weekly newspapers are mostly used by local advertisers. National advertising amounts to less than 20% of total advertising revenues for most of New York’s Hispanic print media outlets. Local advertising amounts to approximately 33%, while classified advertising accounts for the largest part of revenues with a 50% share.

The cultural diversity and uneven distribution of Hispanics in the U.S. has usually made it difficult to do national campaigns. As a result of this, magazines – one of the media types with the most national character – have been underutilized as an advertising medium.

El Diario/La Prensa had advertising sales last year of around US $8-9 million. This is a 15% share of the US $57 million in overall advertising sales from the New York Hispanic print media market.

More dollars flow to the West
The largest part of advertising dollars usually flow to the Western U.S., where the largest part of the Hispanic population are Méxican-Americans. In the East, especially in New York, Hispanics are more diverse, making specific ethnic groups harder for advertisers to target. The brewing company Miller, for instance, spends less of its budget on advertising in New York newspapers than it does in Hispanic dailies in California or Texas.

What are the best ways to reach Hispanics through the fragmented New York print media market? Portada™ estimates that el Diario/La Prensa had advertising sales last year of around US $8-9 million. This is a 15% share of the US $57 million in overall advertising sales from the New York Hispanic print media market. According to income statements filed with the Securities and Exchanges Commission, total sales of el Diario/La Prensa were close to US $20 million in 2001.

El Diario/La Prensa is the only New York based Hispanic newspaper which charges US $0.50 per issue. Rival Hoy, has a newsstand price of US $0.25. Jorge Ayala, advertising sales director at el Diario/La Prensa, says that according to analysis done by Scarborough Research, el Diario/La Prensa is read daily by 287,000 readers compared to the 186,000 readers of Hoy.

Hoy, owned by The Tribune Company, has a daily circulation of 75,000 and a large readership in Queens and other parts of Long Island. Mildred Díaz, sales director at Hoy, explains that her newspaper recently launched its New Jersey edition. It has two pages dedicated to New Jersey’s local and cultural news. The New Jersey edition amounts to around 12% of Hoy‘s total circulation. Noticias del Mundo is another New York Hispanic daily with a strong circulation in New Jersey. Out of Noticias del Mundo‘s 50,000 total circulation, 13,500 are distributed in New Jersey, while 1,700 are distributed in Massachusetts, Pennsylvania and Connecticut, and over 34,000 in the New York metropolitan area.

Carrier newspapers
New York Hispanics can also be reached through carrier newspapers – Hispanic supplements carried by the Sunday editions of English newspapers throughout the United States. Vista Magazine, published by Hispanic Publishing Corporation in Coral Gables, Florida, is one of the main Hispanic print media platforms for the Sunday newspaper market. Last April, Vista Magazine shifted carriers in the New York area from el diario/La Prensa (48,000 issues carried Vista), New Jersey’s El Nuevo Hudson (24,000) and The Jersey Journal (25,000) to Hoy (160,000 including part of Newsday‘s circulation).

According to a study by Marist College, community newspapers reach 56.8% of the more than 6.5 million New Yorkers who do not read a daily newspaper.

Additionally, community newspapers play a big role in local media. According to a study by Marist College, community newspapers reach 56.8% of the more than 6.5 million New Yorkers who do not read a daily newspaper. The growth in suburban populations and the declining circulation of some dailies has also contributed to circulation gains for community newspapers. Most of the community newspapers addressed to Hispanics are weeklies and monthlies. La Voz Hispana is a weekly community newspaper, published by Casa Publications, with a circulation of 68,000. It is distributed throughout the five boroughs of New York City. La Voz advertisers include large retail stores (Macy’s and Sears) and telecommunication companies (Verizon), as well as travel agencies and airlines.

New York’s main Hispanic dailies publish special supplements to attract specific advertisers. El Diario/La Prensa‘s Jorge Ayala told Portada™ that his newspaper currently publishes two thematic supplements. Urban/Sofrito, co-produced by el Diario/La Prensa and Urban Latino Magazine, is a bilingual entertainment and cultural monthly supplement. It covers culture and music related to young Hispanics between the ages of 18 and 34. Besides being included as an insert in el Diario/La Prensa‘s 81,000 daily circulation, 5,000 additional copies are distributed at ATMs located in Hispanic neighborhoods. Music retailer Rincon Musical‘s 12 New York branches are used as additional points of distribution for Urban/Sofrito. Regarding CPMs charged by Urban/Sofrito, Ayala states that, on average, local advertisers are charged US $25 and national advertisers US $35.

Vivir, another supplement published twice a year (spring/summer and autumn/fall) by el Diario/La Prensa, targets home buyers. It is written in Spanish by el Diario/La Prensa’s team of 30 journalists and covers themes such as interior design and furniture for the home. In addition to being inserted in el Diario/La Prensa, Vivir is distributed at home-buyer fairs such as “Fannie Mae Home buyer.”

The nationality game
Many Hispanic newspapers try to differentiate themselves from New York’s mainstream newspapers by publishing supplements in connection with Latin American national holidays. In this way they can attract advertisers who produce goods and services targeted at Hispanics of specific nationalities. Hoy focuses most of its editorial and advertising efforts on the Puerto Rican Day Parade supplement and the Hispanic Day Parade issue. Both publications have a circulation of 315,000. The carrier of these supplements is Hoy‘s daily edition, which has a circulation of 120,000 during these Hispanic holidays. The remaining 195,000 are distributed in Newsday, Hoy‘s English language sister paper. Noticias del Mundo also has a wide array of supplements connected to the cultural identity of its readers (e.g. Puerto Rican Heritage Day). Additionally, it publishes supplements related to school & universities, real estate, education and health & wellness.

New York’s main dailies belong to national media companies. El Diario/La Prensa, which belongs to television, radio and outdoor advertising conglomerate Entravision, offers advertisers an interesting multiplatform package. Some advertisers, including retailer Best Buy and brewer Presidente Beer, buy packages that combine advertising space in el diario/La Prensa and billboards in Los Angeles. Jorge Ayala, advertising sales manager at el diario/La Prensa explains the offer with a 80%/20% formula. “The idea is that 80% of New York’s Hispanics will see the billboards and the remaining 20% will be exposed to the ads by reading el Diario/La Prensa.”