Gabriel Sama


WALT WHITE, meet Walter Blanco. The meth cook/criminal mastermind/chemistry teacher will live again, as Sony and Teleset remake Breaking Bad in Spanish for audiences in Latin American and the United States. Mainstream producers are waking up to something multicultural media have known for quite a while: Hispanics love video. Advertisers are hungry for this audience, and content creators can barely keep up. If you produce premium video that appeals to Hispanics, life is good.

If you can reach Hispanics across multiple devices, life is even better. In October, Telemundo released Telemundo NOW, a digital portal and mobile app that let cable subscribers watch full episodes of Telemundo’s programs in HD on any device. Telemundo NOW is just the latest step in Telemundo’s bold move into digital. Last year, it broke new ground with Mia Mundo, its bilingual web series with brand integrations for Verizon and Chevy.

This year, it upped the digital ante by featuring Mia Mundo content of all kinds on nearly every medium. The novella – along with Chevy car brands – was featured in trailers on Telemundo, as well as on the station’s morning show; and alternative endings were put up for a vote on Telemundo.com and social media, with the winning ending revealed on TV.

In addition to the actual episodes, bonus scenes, actor interview and bios, photo galleries and music packages appeared online and on mobile via Telemundo.com and miamundo.com.

Because Telemundo produces its own programming, “We have a tremendous amount of content that can play out on TV, mobile or gaming devices,” says Peter Blacker, executive vice president of Telemundo Digital Media and Emerging Businesses Division, Telemundo. “It allows us a chance to get our audience even further connected with our content.” It also allows Telemundo to offer custom video content and deep integration across platforms for sponsors like Chevy.

Blacker says, “We are taking our video to market across multiple platforms. We will work with ad partners to sponsor the television show, website video, mobile, VOD, as well as our TelemundoMas video. Consumers can have one consistent relationship with that content.”

Another online video fan is Gabriel Sama, Managing Editor of CNET en Español, the recently launched Spanish-language sister site to CNET, the tech media website that publishes reviews, news and podcasts on technology and consumer electronics. “Video has played a big role at CNET throughout the years and Español is going to leverage that experience, offering the best quality Spanish-language tech reviews and information,” Sama tells Portada®.

Filling the Breach
Content like Telemundo’s and CNET en español is gold for advertisers trying to reach Hispanic consumers. “When it comes to really relevant content, whether in Spanish or English, there definitely has been a lack,” says Marla Skiko, EVP and director of digital innovation for SMG Multicultural, a unit of StarcomMediaVest. “The biggest fact marketers need to realize is that there is such a strong overconsumption of video among these consumers. The indices are astounding – the propensity for not only viewing but also sharing.”

Those 50 million Hispanics living in the United States spend 68% more time watching video on the Internet and 20% more time watching video on their mobile phones than the general population, according to Nielsen. Even better, they are more likely to purchase everything from apparel to stocks using mobile devices, according to Experian.

“Match the dearth of content to the desirability of this audience, and you get premium prices for Hispanic video content,” says Jorg Nowak, head of Latin America and US Hispanic for YuMe. “CPMs are very strong, and I predict they will become even stronger. It’s a great problem to have.”

‘CPM’s on video are going for double the price of traditional banner ads.’

John Trainor, general manager and publisher at Hoy Chicago, agrees: “In very simple terms, CPM’s on video are going for double the price of traditional banner ads however the real business plan comes from building capabilities that enable traditional newsrooms to build engaged audiences through multiple formats with only marginal increments in cost structures by incorporating video into the production flow. It’s not about pre-rolls, its much more than that.”

Market analysis by one automotive company found that perception of three brands was lower among His- panic consumers than among the general population. That hurt, especially since sales of new vehicles grew 28% year-over-year from 2011 to 2012. In June, the auto maker launched pre-roll video campaigns on a custom Hispanic channel on YuMe’s Connected Audience Network, with impressive results. (YuMe isn’t authorized to name the brand.)

“When Hispanics buy a car, it’s a family decision. The entire family comes to the lot and experiences the car. We wanted to replicate that and transfer that to our ad business,” says Nowak. “[The advertiser’s] problem was that the public perceived the brand as being lower in quality, so the campaign objective was to use digital video to create an engaging experience to bring to life the virtues that the car had.”

The video advertising platform created three custom channels for the car maker. On selected sites, video ads for one brand targeted Hispanics aged 25 to 54 with children in the household; second targeted Hispanic consumers aged 18 to 49; the third targeted Hispanics aged 25 to 54. The campaigns garnered a 91% video completion rate, which is 20% higher than the category’s 76% norm, according to YuMe.

Reaching Hispanic consumers is complicated by several things, according to Skiko, including their use of both mainstream and targeted video content, as well as the increasing number of Hispanics for whom English is the preferred or only language. “Because how do I know you’re Hispanic? You know who the user is but how do you know their ethnicity. It’s a bit of a data quandary,” she says.

For example, among the most popular YouTube channels among Hispanics, only one, Machinima, is overtly Hispanic-centric.

Content Targeting
Simply providing content Hispanics will like is one solution to finding them online. Hispanics’ favorite YouTube channel, VEVO, reaches them with a simple, targeted-content approach. It works.

“Music is important to the Hispanic community. Typically we are targeting according to the content itself,” says Jonathan Carson, chief revenue officer. VEVO has a content channel structure that lets brands focus ads on those that skew toward Hispanic audiences; they can also choose to sponsor specific artists.

VEVO also creates custom content tailored to a specific brand’s interests, notably in its Go Shows, which marry live events with digital video. GO Shows are unannounced concert performances in intimate venues; the music video site records the shows for replay on-demand. Its GO Show with Belinda at Los Angeles’ Skybar, sponsored by T-Mobile, drew more than 3 million views between April and June of this year. T-Mobile had a presence at the concert, and its video ads were delivered as pre-rolls when the more than 3 million viewers watch online.

Coors Light sponsored a two-part, behind-the-scenes video promoting Prince Royce’s “Darte un Beso,” while Chivas partnered on a live concert series featuring Café Tacvba. Each garnered more than 1 million views.

These are sold similarly to traditional media sponsorship packages that include a broader media buy across VEVO, according to Carson. “Brands often want to deeply associate themselves with content that means something to consumers. When they try to create that content on their own, it’s often difficult to generate a large audience,” he notes.

YuMe’s targeting is another approach to reaching Hispanics: Its ad network includes 1,500 different sites, including many Hispanic publishers, and its January 2013 acquisition of Crowd Science lets it combine survey, behavioral and contextual data to better understand consumers. YuMe says its Household Targeting solution lets advertisers reach all members of a house- hold across all of their connected screens.

Videology’s Addressable Audience Platform lets advertisers target consumer segments by demographics, psychographics and behavior. It uses contextual targeting technology to determine browser language and the content viewed, mixing that with demographic data from more than 25 data providers to identify users by ethnicity. “Some of them can get as granular as targeting bilingual users,” says Chad Schulte, VP of strategic sales for the Americas.

Most advertisers want to get even more granular, he adds, targeting according to consumers’ diverse interests and buying patterns – and this is another place all those data sources can help. For example, a consumer packaged-goods company might want to reach Hispanic moms with kids under five years old. “We might have one data provider identifying that user as Hispanic, and another that matches that same user as a mother,” he explains.

Crossing Platforms
U.S. Hispanics are 20% more likely to watch video on their mobile phone than non-Hispanics, according to Nielsen. But in search of reach, most advertisers want to be able to use the same creative across devices.

In fact, media planning and buying is increasingly video agnostic. Tapestry’s Lia Silkworth notes that there are substantial changes taking place in the broadcast advertising area. “Many agencies are looking at video agnostic planning and buying. Upfronts are no longer a TV team only affair.” Marla Skiko agreed: “The discussion changed. It starts from a totally different place. It used to be we are buying a 30-second TV spot. Now it’s much more about content and measurability.” The game changer has been the emergence of online video and mobile as well as the increased measurability of digital advertising.

Bob McNeill, CEO of IMAGES USA, says he uses online video in almost every online ad program. “We have found it to be three to four times more effective in unaided recall. I cannot think of a single occasion when the broadcast repurpose does not work for us.”

‘The emergence of online and mobile video and the measurability of digital advertising are game changers.’

Companies including Adobe, Videology, Yume, Adap. TV and Tremor Video provide mathematically driven analyses and allocation of data that allows advertisers to target precise consumer segments – at scale – by demographics, psychographics and behavioral segments through video advertising on multiple screens (connected TV’s, mobile, tablets, PCs).

“If someone starts to engage with more digital properties, it continues to enrich the data set. Maybe they came to the website, filled out a form or visited a retailer with a point of sale card. We can capture all of that, connect it together and create a higher resolution view of any consumer,” says Nate Smith, product marketing manager, Adobe Analytics.

Telemundo is also working to expand its insights across platforms. To better understand Hispanics behavior consuming TV, online mobile and social media, Telemundo and Vision Critical have teamed up to create two “insight communities,” AKA panels. Mi Telemundo, for Spanish-dominant consumers, and Tu Pulso Latino, for bilingual Millennials, will use surveys and consumption tracking to give advertisers a handle on the influences, behaviors and desires of these groups.

More such efforts are needed. As video continues its march to dominance of digital content, the challenge, according to Telemundo’s Blacker, will be for content companies to keep pace with new connected devices and technologies. He says, “Today, it’s tablets and phablets and cell phones. What’s the next frontier? The audience will decide where they want to see our content.” And advertisers will have to follow them.


panel.mobileAt the panel “Hispanic Mobile Market: The State of Art” at our 7th Annual Conference,  Gabriel Sama, Managing Director of CNET en Espanol said “If you’re not drooling over mobile marketing, you’re not riding the subway in New York”. “Gadgets are ready, readers are ready. Are publishers and marketers ready?”

Moderator Jorge Rincon, COO of Adsmovil, said that among mobile Internet users in the US, 60% are Hispanics, 43% of African Americans, and 27% Caucasian. “So a mobile strategy is key for reaching Hispanics.”

makarewiczSylwia Makarewicz-Liszka, Media Supervisor at Starcom Mediavest, said that the advantages of mobile marketing are growing, including the behavioral data which can be obtained from devices, GPS location, download information, and registration data. “That’s how we’ll be targeting users,” she said. In a successful campaign aimed at Hispanics, she said her strategy had “driven awareness through mobile in reach-driving and relevant content environments” and “built qualified leads in engaging environment that aligned with her customers.”

Among mobile marketing issues that matter, said Rebecca Hawkins, Associate Media Director 4D, are screen size, shared voice, and shared attention. “We capitalize on what mobile does well: location and data, interstitial media. If you have one second to get a consumer’s attention, go big or go home.”

She said that successful tools for mobile marketing include animation and video. “Ad formats that are bigger tend to be better for smaller screen size. It doesn’t matter if you have a small banner as long as it’s clean, it drives readers to action, and it leads them to a great website.”

Yet companies are still reticent to invest in mobile marketing. Investing in mobile marketing means “cannibilizing the digital [budget].

hawkins“Digital can also give us engagement. The pool isn’t necessarily getting bigger. Marketers need to understand that the consumer is spending 10% of their time on mobile devices yet only 1% of ad spend is there.”, Hawkins said.

Additionally, Hawkins said mobile still faces connectivity issues. For a positive experience of watching video on devices, “video still has to load with no buffering time or people will think that’s a terrible video” and “you don’t want consumers to have a bad experience with your brand.” She also cited solutions such as providing content to consumers in wife zones and improved streaming.

samaGabriel Sama, Managing Director of CNET en Espanol, described how the IPad has changed the mobile marketing landscape. Even though it was only introduced three years ago, the IPad brought back or re-introduced video on
with streaming and wifi. For mobile marketing, he suggested marketers have their site mobile-ready.

I’m not sure you have to have an app.The important issue is understanding where your readers are and how they want to get their news. Do your readers want graphics, interactive?

When it comes to where to invest, some content has a long shelf life. Technology news has “a long tail.” He said his company’s greatest challenge is “to be creative.”

Rincon said that among Hispanic mobile users, 52% use Android 52% while 38% use IPhone so marketing should be catered to each device.

In terms of barriers, Makarewicz-Liszka said “the first barrier is mobile infrastructure check. Start with objectives. What do you want to achieve? Do you want to create an app? Once you decide on how mobile-ready you are, the biggest challenge in not having mobile optimized, not having the creative agency sculpted for mobile.” As a solution, she said, “if you to launch a campaign, you can use rich media format, include all the content you want users to engage with.” The second barrier she described “is not having creative agency sculpted for mobile.” To solve this, she suggested taking your company’s “digital asset package and work with publishers and vendors.”

Hawkins said, “everyone says mobile-first. But who’s walking the walk?”

In terms of publishers, they don’t understand the weight of mobile. At some point, you have to dive in and take a leap of faith.

“This is a perfect opportunity to get into mobile and Hispanic marketing.” Another challenge is that “publishers bundle what they do. If it’s PC, you get it bundled for your mobile. If something it’s built in responsive design, is it going to look as good on every device?” If not, she suggests publishers forgo the bundle.” The key, she said, is “standardization. Things should look good on every device.” The challenge is that “the creative agency must create different sizes for different devices.”

Mobile marketing may be the key to the future. Makarewicz-Liszka said, “mobile is the medium that has an instant impact on consumer behavior,” driving in-store traffic” and other benefits. “People don’t know what’s out there and what’s possible. Location just has become end-all, be all but that’s not all. Measurement valuation is also important, as well as visitation rates: targeting and measurement valuation.” Mobile marketing allows companies to quantify how devices are driving people to engage with businesses.

Summarizing the keys of mobile marketing, Hawkins said “fail fast, fail forward and adjust for the future,” and Makarewicz-Liszka said, “it’s not a year of mobile, it may be a decade or age of mobile.”

CNET, the tech media website that publishes reviews, news and podcasts on technology and consumer electronics is launching a Spanish-language version in the fall.  CNET.com,  owned by CBS Interactive, averages 32 million unique visitors  in the U.S. and claims to have the highest unaided awareness for tech news among U.S. Hispanics, even before the launch. Portada interviewed Gabriel Sama, the Managing Editor of  CNET en Español . Sama will be one of the speakers at Portada’s 7th Annual Hispanic Advertising and Media Conference in New York City on September 26.

Gabriel Sama
Gabriel Sama, Managing Editor, CNET en español

Portada: What is your main goal at this new position?
Gabriel Sama, Managing Editor of  CNET en Español: “Our main goal is to serve US Spanish-speakers by providing them the most comprehensive and extensive tech reviews and information in their language of preference.”

Don’t you think that the language of technology, even for Hispanics, is English? What research/argument do you have providing a rationale that this is not (necessarily) the case?
G.S.: “Spanish is, by far, the most spoken non-English language in the U.S. [see research from the Pew Research Center]. There are almost 40 million people in the U.S. who identify themselves as Spanish-speakers. Being that CNET is already in English, Spanish represents a great opportunity. Language is about comfort. There are certain things we, Latinos, are more comfortable doing, saying, or reading in Spanish. CNET en Español is the website for people who prefer to get their tech news in Spanish and it is a way to include everyone in the conversation. But, most importantly, we will focus in what our audience is interested or passionate about, the consumer technology information that is relevant to their lifestyle in the US, beyond language.”

There are things that are specific to our community like the fact that we are always looking for better ways to communicate with our family in Latin America.

How big will your editorial team be?
G.S.: “About a dozen members.”

How will CNET en español integrate with CNET’s overall editorial offerings?
G.S.: “Fully. We are part of the same newsroom and share the same resources. I already go to the morning editorial meeting, even before our launch. We will make the best use of the 20 years of experience CNET editors have in this industry, which will only play to CNET en Español’s advantage.”

Regarding content: Where will the main emphasis of your content offferings lie?
G.S.: “We will focus on what Spanish-speakers in the US need, want, and crave. There are many similarities Latinos share with the general market – like our passion for specific brands – but there are things that are specific to our community. One is the fact that we are always looking for better ways to communicate with our family and friends in Latin America. We will very much focus on servicing their needs via quality journalism.”

 What role will social media and online video play?
G.S.: “Huge. Our community is very active in social media and we plan to engage with them and constantly learn from those interactions, especially when it comes to what our audience is interested on and what they want to see and read on CNET en Español. Video has played a big role at CNET throughout the years and Español is going to leverage that experience, offering the best quality Spanish-language tech reviews and information.”

Join us at PORTADA Mexico!