Mediacom, part of WPP and GroupM agency, has won the Adidas US$300 million media account. The appointment puts an end to agency Carat’s nearly 20-year relationship with the brand. Carat had handled media planning and buying for Adidas in the U.S. and U.K. for 19 years. This is a huge win for MediaCom and its holding company WPP.
Corona Premier and Corona Familiar – the first major Corona innovations in over 25 years – are already exceeding sales expectations, according to Constellation Brands. The beer marketer is also experimenting with premium refresher Corona Refresca in test markets. Corona Premier and Corona Familiar were launched last March in Constellation Brands´ major Hispanic markets. Corona Refresca, which comes in guava lime and passionfruit lime flavors, is marketed as a “premium spiked refresher” targeting women from 25 through 29 years old. The Svedka seltzer borrows the name of Svedka vodka, which is owned by Constellation. Corona Refresca was recently introduced in a handful of local markets, before deciding to go national, supported by English and Spanish language tv campaigns. Constellation took a similar approach with its new low-calorie Corona Premier brand, which was sold in regional markets before going national this year. The Corona Portfolio is brewed in Mexico by Constellation Brands and imported to the US by the company.
Publix Supermarkets Inc. has entered into an agreement with Idaho based Albertsons to buy three Safeway stores in Florida. Financial terms of the agreement were undisclosed, Abasto has reported. The three locations will continue operating under the Safeway banner until early September and will have grand opening dates with the Publix banners within the fourth quarter of this year.In 2008, Albertsons sold off most of its Florida stores, including 49 stores in a single deal to Publix, but held on to three locations in Altamonte Springs, Largo and Oakland Park. Now, with this deal, Albertsons will have no retail presence in Florida.Publix is Florida’s largest supermarket chain and currently has 1,187 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
California Milk Processor Board (CMPB)
Gallegos United has released its first work for the California Milk Processor Board (CMPB) after winning the account from Goodby, Silverstein & Partners, Mediapost has reported. The new campaign, called “You Can Always Count on Milk,” shows a lack of demographic checkpoints as the brand wants to reflect that today’s market doesn’t need demographic silos in order to be “culturally attune.” The first phase of the new campaign includes TV, with spots both in English and Spanish, as well as a newly redesigned gotmilk.com. The campaign will run across online video, social media, retail point-of-sale, mobile push notifications, and, for the first time, search engine buys to link up with parents seeking questions like “how much milk can I serve my child?” or “is milk healthy for me? “The iconic Got Milk? tagline will continue to be placed at the end of the ads due to its “strong brand equity.”
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.
Advance Auto Parts
Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.
Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.
McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign, inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger. Led by We Are Unlimited, in close partnership with The Marketing Store, Burrell, Alma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial servicesthrough its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment. The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development. The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau. Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship. Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.
Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.
Nestlé – Starbucks
Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.
Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M. MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.
What: OTT TV app VEMOX™ will host a media mixer between the local press and the Hispanic superstar, Chyno Miranda, at the Olympusat Corporate office. Why it matters: Miranda’s new tour as a soloist will take place in different stages including Miami, Lima, Santiago and Orlando, among other cities in the U.S. and Latin America. The press conference will take place on October 13th at the Olympusat Corporate office in City Place, West Palm Beach.
VEMOX™, the OTT TV Everywhere app that offers the ultimate entertainment experience for the Hispanic family, will host a media mixer between the local press and the Hispanic superstar, Chyno Miranda, at the Olympusat Corporate office in City Place, West Palm Beach. The internationally-known artist will take this opportunity to answer questions about his solo career and his upcoming international tour.
Chyno Miranda is currently one of the most recognizable personalities in the Latin music industry. Known for major hits such as Andas En Mi Cabeza ft. Daddy Yankee, Me Voy Enamorando ft. Farruko, Niña Bonita, Tu Angelito, Lo Que No Sabes Tú, El Poeta, Regálame un Muack¸ among others musical hits that earn him over 2.5 billion views and over 20 million social media followers.
As a solo artist, Chyno offers an original repertoire that includes popular hits, such as Quédate Conmigo ft. Wisin and Gente de Zona which is also popular in a salsa version, and Tú Me Elevas¸as well as successful collaborations, including Bailar Contigoft. 3BALLMTY& El Jova, and Vamo’ A La Calle Remixft.Carlos Baute.
Events such as the media mixer sponsored by VEMOX, serve as a platform to inform Chyno’s loyal fans more details about his upcoming international tour. During his stay, the artist will record a special presentation for Ultra Fiesta, hosted by Luis Jairala, in which he will answer questions regarding his career and upcoming performances. His new tour as a soloist will take him to some of the biggest stages including Miami, Lima, Santiago and Orlando, among other cities in the U.S. and Latin America. The press conference will take place on October 13th at the Olympusat Corporate office in City Place, West Palm Beach.
Chyno has performed in some of the most iconic stages throughout the world, including the Madison Square Garden, the Staples Center, the American Airlines Arena, the Fillmore and House of Blues, the Quinta Vergara in Chile, the TROXY in London and Palacio Vista Alegre in Madrid. Hi last tour, as part of Chino y Nacho, sold-out over 100 venues in Latin America, the United States and Europe.
Critically-acclaimed throughout his career and as part of the tropical pop duo Chino y Nacho, he received multiple accolades, including the Latin Grammy, in 2010, for Best Urban Music Album, the Antorcha de Oro and Antorcha de Plata at the Viña del Mar Music Festival, four Billboard awards, five Premios Lo Nuestro, two Premios Tu Mundo, among other recognitions at Premios Juventud, Premios Heat and the BMI Latin Awards. The artist also performed on multiple occasions at several awards shows and ceremonies.
His single, Quédate Conmigo, already has over 44 million hits, and topped the popularity charts in Venezuela and Ecuador a week after its release. The songs have also been streamed millions of times, placing in the Top 5 sales on iTunes, the # 2 spot in the U.S. and the # 4 spot on Spotify’s Global Viral chart.
The digital video landscape provides amazing opportunities for advertisers to connect with U.S. Hispanics across paid, owned and earned media. Be it branded entertainment, social influencer campaigns, managed media buys or programmatic, the choices are many.
According to the latest IAB Ad Spend Study, 69% of digital video ad spending — or nearly US$6 billion dollars — will be allocated programmatically this year alone. U.S. Hispanic programmatic video spending has been growing in tandem.
Yet navigating the Hispanic online space can be challenging, given that the publisher landscape is extremely fragmented by different cultural identities and countries of origin. Programmatic is a particularly useful strategy to reach the U.S. Latino market at scale by facilitating access to this fragmented audience across many outlets simultaneously.
As a premiere supplier of U.S. Hispanic programmatic video, NGL Media has been blazing a trail in the space with an offering of 300+ premium publisher partners. For those who are ready to jump into the U.S. Hispanic programmatic world, we’re happy to share some best practices.
1. Understand Open Marketplace vs. Private Marketplace vs. Programmatic Direct
All programmatic is bought via DSPs and the majority through trading desks — essentially buying arms of agencies. Three basic types of programmatic deals currently dominate the field: open marketplace, private marketplace and programmatic direct.
The open marketplace is a virtual auction. Using software, buyers place bids on billions of ad impressions made available on the ad exchange. For buyers and sellers, the process can feel chaotic. For brands seeking a more premium and transparent environment, however, private marketplaces have proven to be even more attractive.
A private market place (PMP) offers a more controlled environment. The difference between open marketplace and PMPs? With the latter, the buyer sets up a direct connection to a seller’s inventory. The buyer knows exactly what inventory they’re getting, which provides a greater level of quality assurance. The seller and buyer agree on key performance indices (KPIs) and targeting specs, working together to optimize for performance and scale. A PMP brings full transparency to buyers, greater publisher control, and more premium inventory at scale.
Programmatic direct agreements are automated buys that leverage programmatic platforms, but more closely resemble a managed buy albeit with certain guarantees arranged in advance. Negotiations may include premium inventory at a set price for a guaranteed set of impressions. It’s like calling a car rental company and reserving a specific make and model rather than asking for a “mid-sized auto.”
As more and more clients jump into the programmatic space, the prevailing trend is for brands to lock up inventory in the private, rather than open marketplace. This helps assure inventory demands will be met. Demand for programmatic direct deals is also growing for this same reason.
Programmatic is a particularly useful strategy to reach the U.S. Latino market at scale by facilitating access to this fragmented audience across many outlets simultaneously.
2. Choose Your SSP or DSP Partners Wisely
Supply-side platforms (SSPs) automate the SALE of advertising by using software. Demand-side platforms (DSPs) automate the BUYING of advertising by using software.
What’s the difference? Publishers and their reps use SSPs to try to maximize pricing and provide access to buyers that might otherwise not buy their properties as a standalone but will as part of a larger programmatic buy.
Brands, agencies and their representatives use DSPs to purchase the best quality inventory at the best possible price. However, perhaps even more crucial is the search for critical mass and optimization across a broad list of sites. The other important piece — perhaps the biggest in the eyes of many marketers — is that DSPs and programmatic allow you to overlay targeting data through the DSP.
Whether you’re looking for a DSP or SSP, the process can be overwhelming. The market is inundated with options. Make sure you look for a supply side platform that’s well-connected. The wider the range of associations to inventory outlets, the wider the potential ad inventory.
Other important considerations include technical support offered and the ability to optimize campaigns for frequency caps, budgets and creative. Transparency about how the DSP or SSP makes its money is another item to be mindful of.
Finally, data is the name of the game here. Look for vendors who have access to reputable data management platforms (DMPs) and allow buyers to leverage first- or third-party data sources.
3. Avoid Data-Overlay Over-Targeting
The holy grail of marketing is to find the perfect message to deliver during points along the consumer decision journey. The use of data now allows marketers to pinpoint by specific demographics, activities and interests.
Scale can be hard to find in the U.S. Hispanic marketplace, especially if you’re looking for high-quality inventory. During the planning stage, coordinate with your SSP or publisher partner to determine the viability of an upcoming campaign and to see how much data targeting will prove useful. When setting up a PMP, be sure to include in your request for proposal (RFP) a question about how much data overlay the SSP or publisher can offer while still providing the necessary scale you seek.
Remember: Each layer of data targeting filters out more consumers. Too many layers will hinder your ability to reach desired impression goals. When targeting the Hispanic market, many clients want to add multiple layers of Hispanic user data. Some even want to target by browsers set to Spanish language. Doing so can be problematic, given already limited U.S Latino online videoinventory. By finding a supply partner that has already aggregated premium Hispanic specific inventory (such as NGL Media), you have the flexibility to remove overly restrictive data targeting.
4. Hold Your Supply Chain Accountable
Huge brands like P&G and Unilever are leading the charge against digital pain points. Issues like brand safety, bot fraud/invalid traffic and performance errors have filled the trade headlines as of late. Every part of the supply chain must be held accountable: from exchanges to media companies to ad tech partners.
As you’re exploring new business relationships, be sure to address the following with your supply partners:
Invalid Traffic (IVT) and other forms of fraud: Some estimates say 20-25% of all digital expenditures goes towards fraudulent inventory, or more than $15 billion. The Media Rating Council defines two types of non-human traffic. “General IVT” is relatively simple to detect, while “Sophisticated IVT” is much harder, given that it “originates from hijacked devices, malware or misappropriated content.”
Keep in mind that some bot traffic is legit. Google runs legitimate bots across the Internet to obtain information. Most agree that some level of IVT is to be expected given all of the converging technologies that often don’t perfectly line up. Moreover, advertisers seeking 0% is less practical in today’s evolving digital environment.
Use third-party vendors to measure IVT, such as MOAT, Integral Ad Science (IAS), DoubleVerify (DV) and White Ops.
Viewability: Standards vary by company, agency and even campaign. The Internet Advertising Bureau (IAB) defines viewability as 50% of the video must be in view for two seconds or longer.
Others have set the bar higher, requiring 100 percent of pixels be in view with the sound on for half the duration of the video. Native and outstream video in some cases are allowed to play with or without the sound, and be auto-played or user-initiated.
Talk about this metric and make sure every partner in the supply-chain is clear about the client’s expectations. Define how viewability will be measured. Will it be with a third-party vendor like DV or MOAT? How will the metric be reported back to the programmatic platform?
Measurement technologies are not perfect, so if you’re requesting guarantees against viewability performance, expect to pay a higher cost per thousand (CPM).
Brand Safety: It’s always been important for clients to know their advertising is supporting content free of hate, pornography, strong language, gratuitous violence, etc.
Use a brand safety technology like IAS or DV to avoid non-safe brand sites, but also strive for transparency with your supply partner. Strike a balance.
Technology might flag an article about parenting on a premium site that mentions “breast feeding” because of the word “breast,” causing that site to be listed as inappropriate and thus blocked. Watch the blocked list, and then use common sense to determine if publishers were blocked for good reason — or because of the limitations of the technology.
Financial transparency: Clients should be able to see where their dollars are going and how well the campaign is going. Programmatic trade can help increase transparency for every impression.
5. People Still Matter
Find a partner with the resources, experience and drive to continuously update its technology. Like every area in the modern world, the pace of change is brutal. Just to keep pace with the competition, companies must innovate. Make sure you choose a partner that understands and anticipates market changes. At NGL Media, we’ve heavily invested in our proprietary video technology stack, which allows us to be nimble and agile in an ever-changing digital market.
A programmatic deal should be a true partnership between buyer and seller, especially when running PMPs. It’s easy to set up the software and let the machines run on autopilot, only interacting with the technology platforms, rather than other humans. But communication between buyer and seller is key to making sure the systems work smoothly and the campaign achieves the desired scale. People often make all the difference between a successful and an unsuccessful programmatic video advertising campaign.
What: Chrysler unveils its’ latest brand campaign “Hero,” specifically developed and created for Hispanic market, for the all-new minivan Chrysler Pacifica. Why it matters: Spot will air in top Hispanic markets including Chicago, Dallas, Houston, Los Angeles, Miami and more.
The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.
“Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.
The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.
The growth of the U.S. auto industry is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment.
“We built the all-new 2017 Chrysler Pacifica with kids in mind – and for the moms and dads who perform superhero feats every day – by designing a minivan with more than 100 available safety and security features to transform the minivan segment,” said Tim Kuniskis, Head of Passenger Cars, Dodge, SRT, Chrysler and FIAT, FCA – North America. “With a full array of comfort and convenience technologies, including hands-free sliding door, Uconnect Theater, ParkSense Rear Park Assist and our exclusive Stow ‘n Go, the Pacifica’s ‘super’ powers give parents and children the ability to play the role of hero in their everyday life.”
“Advertising to multicultural consumers is a high priority for our company,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “Today, U.S. auto industry growth is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment. Our campaign is tailored for bicultural Latino families and we use humor and an endearing story to showcase the unique features that make Chrysler Pacifica the ‘hero’ of all minivans.”
Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.
What: From November 30 to December 27th, retailer Big Lots will be running the CELEBRA BIG! holidays campaign featuring “El Chavo,” the animated character based on the beloved Mexican television personality created by Roberto Gómez Bolaños. Why It Matters: Big Lots, which has over 1,400 stores in 48 states across the U.S., is making use of the iconic El Chavo character, licensed by Televisa, to connect with Hispanic, particularly Hispanic women. The campaign has TV, radio, video, and paid social components.
This year, Big Lots will be partnering with Blogsi Network (part of the Just Hispanics Group) to run an exclusively Spanish-language campaign and sweepstakes to target Hispanic Americans.
Blogsi Account Director Pacino Mancillas spearheaded the campaign’s strategy, commenting: “Our direct client, Jason Riveiro, is the multicultural manager at Big Lots. We were brainstorming ideas for the Holiday push and he came out with the idea of El Chavo ‘to connect’ with the hearts of our Hispanic shopper.”
To implement the campaign, Blogsi and Big Lots teamed up with Univision Communications Inc (UCI) and its Consumer Products division, which serves as the exclusive licensee of the El Chavo brand in the U.S. and has a full line of branded merchandise sold at retailers all over the country.
Targeting Hispanic Women in Spanish
CELEBRA BIG! features a sweepstakes giving away gift cards worth $2,500 and an accompanying gift basket. A winner will be selected at random once a week during the duration of the campaign. To register, participants will need to sign up with their name, phone number and e-mail address.
Mancillas added, “The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.” While building a Hispanic consumer database will be a welcome consequence of the campaign, Big Lots is focusing on transmitting the great value and variety of products that Big Lots offers. The retail chain is particularly targeting Hispanic women, and all content will be in Spanish.
The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.
The campaign will be featured on television, radio and digital; there will be four TV spots on Univision Network’s different channels featuring special offers and deals, four TV spots featuring the sweepstakes. On radio, banners and video spots featuring special offers as well as the sweepstakes will air on Pandora and Uforia. For digital outreach, the brand will be releasing a special CelebraBIG! Sweeps landing page and conduct social media coverage on all of their existing channels.
HAVAS Media is doing the buying, and Televisa, whose licensed products are represented by Univision’s Corporate Products division, provided support for the design, licensing and strategy “throughout the entire production phase,” Mancillas said. “Televisa has been a great partner for us for over seven years. We know them very well: they understand our target perfectly, therefore we knew that this would bring a lot of good to the table.”
What: Video ID technology company ZEFR has opened a division dedicated solely to the Hispanic market after closing a US$30 million fundraising round led by Institutional Venture Partners. Why It Matters: As the Hispanic population grows to 17.4% of the total U.S. population and will account for more than half of country’s growth by 2020, U.S. Online Video and Ad-technology companies looking to expand their reach are investing in reaching this key demographic.
Article by Gretchen Gardner
ZEFR, a Los Angeles-based video identification technology company that uses its videoID™ technology to help brands target influencers and topics through video content on YouTube, manages 275 million videos and tracks 31 billion video views a month. In the wake of a US $30 million fundraising round led by Institutional Venture Partners, ZEFR has opened up a division dedicated solely to the US Hispanic market. We talked to Angie Correa, the company’s new National Strategy and Sales Director for the US Hispanic market, and a former Terra Networks USA Senior Sales Executive, about how the company decided to invest in this growing market and the strategy they plan to put in place to conquer it.
“The Hispanic population accounts for 17.4% of the total U.S. population and will account for more than half of the population growth in the country by 2020. There’s no denying the consumer power of Hispanics is massive,” said Correa. What’s more, the Hispanic market is anything but homogeneous, and ZEFR knows that different strategies will be required for the U.S. vs. foreign-born Hispanics, “as well as varying levels of cultural integration.”
There is a huge need in the market to bring new technology to improve the connection possible between brands and Hispanic consumers.
Technology ranks Social Influencers
And ZEFR has never been a company that shies away from the nuances of different markets –in fact, that’s what has made the company unique from the beginning, Correa claims. “ZEFR is centered on improving advertising by aligning the right brand message with the right content and/or influencer,” Correa said, and her team knows that Hispanic consumers’ taste is just as, if not more, nuanced as that of the general American public, identifying “a huge need in the market to bring new technology to improve the connection possible between brands and Hispanic consumers.”
ZEFRs technical expertise positions the company well to take on this challenge, as its IMS technology “ranks every Influencer across every social platform” and allows them to find the perfect candidates for each brand’s campaign needs. This is a different approach to talent management than that of many other MCNs, as they choose not to “own” talent, but identify Influencers that want to work with brands and help build that organic relationship.
Correa is adamant that this approach “drives better results and deeper relationships between the Influencer, brand and ZEFR,” and pointed us to a campaign they ran with Honda called “A Space for Dreams.” The campaign made use of two important statistics related to the Hispanic market: Hispanics use YouTube heavily, and are also key to auto sales. Selecting two Hispanic YouTube Influencers, they filmed a “Day in the Life” vlog in which they regularly used Honda’s CRV.
The results were huge: record-setting sales and 80% more organic views than Honda had paid for originally. In Correa’s words, the campaign was successful because it “brought to life content that resonated with their followers.”
What: Digital Trends has launched Digital Trends en Español, a new site for the Hispanic market that features original content; the latest consumer tech product news and reviews in Spanish.The new site will be available at es.digitaltrends.com., supported by Digital Trends editorial team and sponsored by T-Mobile. Why it matters: The Tech news and review category has traditionally been a fruitful one for publishers. Digital Trends follows into the footsteps of CNET en espanol, who by the way has the same title sponsor:T-Mobile.
Consumer technology lifestyle publisher Digital Trends has unveiled Digital Trends en Español, a new site for original tech news and reviews for the Spanish-speaking market in the United States. T-Mobile is the flagship sponsor of the new site, which is supported by the Digital Trends editorial team. Digital Trends en Español is available now at es.digitaltrends.com.
The launch of Digital Trends en Español is a major milestone for Digital Trends. In late 2014, Digital Trends completed DT Home, a modern 6,000-square-foot testing facility, to better generate the spot-on product reviews. Digital Trends has grown to 35 employees in Portland and more than 50 nationwide, a 100 percent increase since 2012, and has recently added offices in San Francisco, Los Angeles and Chicago and also has an editorial and business office in New York City. The site has doubled its readership every year since inception and now reaches 20 million unique visitors per month.
“Digital Trends is proud to fulfill the demand here in the U.S. for top tech news and reviews in Spanish,” said Digital Trends CEO Ian Bell. “Our core business is to help people make informed purchases of everything from smartphones to wearables to cars and household appliances – and Digital Trends en Español serving the Spanish-speaking market is a natural extension for us.”
“As T-Mobile continues to shake up the wireless industry, our focus on the growing U.S. Hispanic community has never wavered,” said Peter DeLuca, Senior Vice President of Brand and Advertising at T-Mobile. “Sponsoring Digital Trends en Español is a great opportunity for the Un-carrier, as we value the importance and influence of the tech-savvy Hispanic market. It’s great that Digital Trends is making their significant resource for consumer electronics and mobile industry news accessible to the Spanish-dominant customer.”
What:Busca Corp., a digital entertainment network headquartered in La Jolla, California, has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site. Tomatazos.com went live on April 6th , 2015 in Mexico and will later roll out to other Latin American territories. It will expand to Colombia, Chile and Argentina in 2016, and in 2017 it will go on to the rest of the region, except Brazil. For the US Hispanic market, the company will make use of Tomatazos.com in Spanish. “if there is any demand for a Hispanic version of Tomatazos, we may consider it”, but “it is rather a RottenTomatoes USA call,” says Ramon Toledo, Busca Corp.’s founder and CEO. Why it matters: Entertainment Content, including movie reviews and advertising, belongs to the more profitable sectors of Digital Media. Busca Corp. also represents all CBS Interactive digital properties, in Mexico and LatAm for online advertising sales, including CNet en español.
Busca Corp., a digital entertainment network headquartered in La Jolla, California with offices in Silicon Valley, Tijuana, Mexico City, Bogota Colombia and Santiago Chile, announced that it has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site.
The website went live on April 6th , 2015 in Mexico and later roll out to other Latin American territories: it will expand to Colombia, Chile and Argentina in 2016, and 2017 will go on to the rest of the region, except from Brazil.
Regarding editorial, although Tomatazos.com is a Busca Corp. effort it is also supported by some RottenTomatoes original content, but “most of our content will be done at home and supported by other news portals through their reviews, as neither RottenTomatoes nor Tomatazos make their own movies reviews,”says Ramon Toledo, Busca Corp.’s founder and CEO (photo).
The Editorial content will be compiled by the two units Busca Corp has in Mexico. The Mexican and Latin American film content will be produced in Mexico D.F, whereas all the U.S. films content will be done in Tijuana.
Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands. But, according to Toledo, premieres, Spanish and DVD movies, Netflix content and Streaming are the categories that have the biggest potential. Toledo says that there is no guide to Netflix movies in Latin America. “TV series is another category we are planning to include. Our plan is to sell in Mexico, Chile and Colombia through Busca Corp. sales teams, ”he adds..
Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands.
Busca Corp. is launching Tomatazos.com using the company’s innovative platform technology, the same platform and technology the company uses for its flagship site LevelUp.com, which welcomes nearly five million unique visitors each month, and is Latin America’s #1 online video game community and social networking destination.
Creating a vast community of movie fans, Busca Corp. will integrate all of the latest social tools into Tomatazos.com. Busca Corp. has also hired a local team of talented reporters, editors and translators to produce an ongoing stream of unique regional content. It is all part of the company’s commitment to establishing the website as Latin America’s premiere destination for top quality film reviews, synopses, trailers, news original editorial and fan forums.
In addition to having rights to develop and manage Tomatazos.com’s editorial content, Busca Corp. will also oversee the property’s commercialization and monetization. In year one of the agreement, the company’s sales strategy will focus primarily on the Mexican marketplace. In year two, it will focus on Argentina, Chile, Colombia, and Venezuela. And in year three, it will roll out to additional countries across Latin America. Busca Corp. also represents all CBS Interactive in Mexico and LatAm for online advertising sales.They are 30 sites in total, excluding those in China and Korea.
“The Latin American film community is robust, and those filmmakers and fans are an important part of the worldwide film community,” commented Matt Atchity, the Editor-in-Chief of RottenTomatoes.com, which has a large and growing base of users across Latin America.
“We’re excited to add Tomatazos.com to our growing digital media portfolio,” commented Toledo Busca. “By aligning with Rotten Tomatoes, the leading brand in movie ratings and reviews, we will help movie lovers throughout Latin America discover the best Movie content from around the world. In light of Latin America’s immense untapped potential, we have set an aggressive expansion strategy for Tomatazos.com. However, I have no doubt that our hard-working and talented team will do what it takes to make it happen.”
What: Meredith Corporation unveiled its new QuarterlyEnglish-language magazine “Parents Latina,” created specifically for Hispanic Millennial Moms.The quarterly debuts with a guaranteed rate base of 700,000 and incorporates top-notch parenting content of Parents and Ser Padres magazines with the cultural values and heritage specific to bilingual Latina mothers. Why it matters: Almost all recent magazine launches in the Hispanic market have been English-language magazines, vs. Spanish-languages, in general, and Hispanic magazines in particular were hard hit last year due to the decrease in print advertising Procter & Gamble, the largest advertiser in the category.
Meredith Corporationhas unveiled Parents Latina, a new English-language magazine targeting U.S. Hispanic millennial moms, one of the fastest growing consumer segments in the marketplace.
Parents Latina is the latest enhancement to the Meredith Parents Network, which already includes Parents, FamilyFun, American Baby, and Ser Padres, as well as the digital brand extensions of Fit Pregnancy and Parenting. Parents Latina, which will be published initially on a quarterly basis, debuts with a guaranteed rate base of 700,000. It joins Meredith’s portfolio of brands serving U.S. Hispanic women including Siempre Mujer, Ser Padres,Ser Padres Espera, and Ser Padres Bebé.
Backed by the trusted Parents brand, Parents Latina incorporates parenting content of Parents and Ser Padres magazines with the cultural values and heritage specific to bilingual Latina mothers. A wide range of relevant topics will be featured in each issue, including kid’s health and nutrition, women’s health and beauty, home and lifestyle, cooking and family recipes, and finance and budget planning.
By 2030 one out of three children born in the U.S. will be of Hispanic heritage.
Meredith’s Hispanic Media Group currently reaches over 5 million Hispanic women including more than 2 million Hispanic millennial moms. According to the most recent census, by 2030 one out of three children born in the U.S. will be of Hispanic heritage. Advertisers in the launch issue feature well-known brands and marketers as L’Oreal, Procter & Gamble, Johnson & Johnson, SheaMoisture and Toyota among others.
“Millennials expect customization, and Parents Latina allows us to deliver culturally relevant content in English to an important segment of highly engaged Hispanic millennials,” says Dana Points, Content Director, Meredith Parents Network. “Research shows that U.S. Hispanics are consuming more media content in English, reflecting growing acculturation. Yet in our pre-launch research, 80 percent of potential readers felt there wasn’t a magazine that currently spoke to the English-dominant Latina mom, and 90 percent found the concept of Parents Latina very appealing.”
“Parents Latina speaks directly to Latina moms who are raising children in a modern-day multicultural family setting,” says Grace Bastidas, editor of Parents Latina. “I’m thrilled to introduce a new magazine that has been created to help parents like me balance our American and Hispanic cultures, so that our families can enjoy the best of both world.
Major launches in English
Most of the new Hispanic magazine launches have been in the English-language category. Carlos Pelay, Research Director/Founder at Media Economics Group, tells Portada that the momentum seems to be in favor of English-language titles. “With the exception of Playboy Latino, which launched at the end of 2014), all of the major launches in the past few years have been English-language (e.g. Cosmo for Latinas/Hearst, and Glam Belleza Latina/Conde Nast),” notes Pelay.
Pelay adds that a whole, regardless of language, the magazine segment was hit hard last year. One significant factor was Procter & Gamble’s shift in ad spending from “traditional” to digital and social media. Overall, P&G is estimated to have reduced spending across all media (general market) by 14.4% and by 40% in Hispanic magazines. This was a significant blow because P&G has traditionally been the top advertiser in this segment. Unfortunately, the Hispanic magazine segment has for too long been too dependent on the personal care category which accounted for almost half (48% ) of ALL ad dollars last year. Just two advertisers – P&G and L’Oreal – accounted for almost one-third (31%) of Hispanic magazine segment revenues.
What: After merging with K. Fernandez Marketing of San Antonio, cross-cultural agency Sensis is opening an office in Austin today March 2.K. Fernandez Marketing Founder, Karla Fernandez Parker has been appointed Sensis’ managing director of Texas. Why it matters: The Texas office is Los Angeles-based Sensis’ fourth office after Washington DC, Atlanta and Los Angeles. Texas offers exponential returns and growth for marketers, specially in relation to the Hispanic market.
Cross-cultural agency Sensis will open an office in Austin on March 2 after merging with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.
The Austin-based office, located in a technology corridor, is the fourth office for Los Angeles-headquartered Sensis. In addition, the agency also has an office in Washington, D.C. and most recently opened an office in Atlanta to capitalize on the Hispanic growth in the Southeast.
A brand engagement and marketing veteran, Fernandez Parker specializes in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. She has worked with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.
“Texas is the exemplar minority-majority state making it fertile ground for our cross-cultural approach,” Sensis founder and President José Villa said. “Austin remains an intersection of creativity and technology, affording us the opportunity to serve clients in ways they’re not used to. Add to that Karla’s expertise in cross-cultural branding and engagement and we’re delighted by the potential Texas holds for us.”
“I’m very pleased to be joining the Sensis Team,” Fernandez Parker said. “With my knowledge of the Texas marketplace from the border to every major metropolitan area and even semi-urban markets, the sky is the limit for the impact we can make for clients by joining forces.”
Sensis has grown in the last 17 years from a company building websites to a strategic marketing firm harnessing the power of digital communications to reach a multicultural world. Texas offers exponential returns and growth for marketers. It is rich with Hispanic families who made their mark on Texas generations ago. Some hold steadfast to their Hispanic traditions while others have embraced the culture of their adopted country. There is also a continued influx of recent immigrants working to adapt to their new environment while still rooted in their countries of origin.
A measured approach is necessary for reaching this diverse and valuable market.
“A measured approach is necessary for reaching this diverse and valuable market,” Villa said. “There is no magic bullet. Karla understands that and we expect our partnership will yield great results for the regional marketers in Texas who are still trying to find the right approach for this ever-growing audience.”
What: Spanish-language newspaper UNIDOS en el Sur de California is eliminating home-delivery of the publication and focusing on distribution through news racks and retail locations in high-density Hispanic communities in Orange County, western Riverside, San Bernardino, and eastern Los Angeles County starting Feb. 6. As a result of the changes UNIDOS’ total circulation will decrease from 244,000 to 170,000 through the elimination of the Coachella Valley edition and of the home-delivered distribution. Why it matters: UNIDOS, a unit of Freedom News Group, itself a part of Freedom Communications, is optimizing its distribution strategy and cutting costs as the parent company is facing financial difficulties.
Spanish-language weekly newspaper UNIDOS en el Sur de California is modifying its distribution by moving to exclusively target single copy distribution through news racks and retail locations in Orange County, western Riverside, San Bernardino and eastern Los Angeles County beginning Feb. 6. Home-delivered distribution in Orange County and Inland Southern California will be terminated following the Jan. 30 edition. Orlando Ramirez, publisher of UNIDOS, tells Portada that with the new distribution plan, UNIDOS overall distribution will decrease its circulation from 244,000 to 170,000 with the elimination of home delivery and The Coachella Valley Edition. According to Ramirez, the decisions are based on a “thorough evaluation of our market” to determine the most effective way to reach the Latin consumer. Unidos tested home delivery but ultimately determined that the most effective distribution was through racks and retail locations.The newspaper is increasing the number of copies in high-traffic rack locations by 36,000, and adding additional distribution locations within South Orange County. Total circulation is 170,000 on Fridays, which includes 75,000 copies in Orange County and 95,000 in Riverside and San Bernardino counties. The three counties are among the most desirable in the nation for reaching Hispanics with expendable income and buying power.
The termination of home-delivered distribution, which is more costly than rack distribution, is surprising as many retailers favor home-delivered distribution due to the fact that it brings the content right into the house makers home. UNIDOS tells Portada that Target, Ashley Furniture and JC Penney are among its big box retail advertisers.
In 2014 Freedom merged Orange County’s Excelsior and Riverside’s La Prensa into one newspaper called UNIDOS.
Distribution points focus on Hispanic-dominant communities and locations where multigenerational Hispanics live, work, shop and play
Distribution points focus on Hispanic-dominant communities and locations where multigenerational Hispanics live, work, shop and play. They include Latino grocers, family and children-themed clothing stores, restaurants, toy stores, electronics retailers, beauty salons, entertainment venues and coffee shops.
“These moves are part of a new strategy to better target high-densty Latino neighbourhoods in Orange County, Western Riverside and San Bernardino counties and Eastern Los Angeles County. We know the locations in this new footprint perfom well, and it creates a higher quality distribution,” says Ramirez.
“The new distribution strategy provides better opportunities to reestablish UNIDOS within our core markets, and brings greater visibility in Latino neighbourhoods that are integrated into readers’ daily lives,” notes UNIDOS Publisher Orlando Ramirez, who first joined The Press-Enterprise in 1995 as part of his 33-year career as a journalist and leader within Hispanic media in Southern California.
In March 2014, Freedom Communications merged its two Spanish-language newspapers – Orange County’s 21 year-old Excelsior and the 15 year-old La Prensa – into one newspaper called UNIDOS en el Sur de California (meaning ‘united in Southern California’). La Prensa introduced a Coachella Valley edition in June 2013, which was also rebranded as UNIDOS with a 25,000 circulation. The Coachella Valley edition will discontinue as part of the updated distribution.
UNIDOS’ print edition includes the following three sections: Noticias(Spotlights news, business developments and newsmakers on a local, regional, national and international level – with a special focus on Latin America), Deportes (from Mexican and European soccer, to up-coming boxing matches, to national and local sports important to Southern Californians) and NEXT(the all-things-entertainment section appeals to multigenerational Hispanics.)
What: Financial services company Progreso Financiero will soon be known as Oportun. Why it matters: Under new name, the company will build upon Progreso Financiero’s commitment to providing affordable and responsible credit services to the Hispanic community. There is substantial demand for Financial Services among Hispanics, particularly after Immigration Reform recently added almost 5 million documented Hispanics to an already substantial population of more than 50 million.
Progreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, has announced that it will soon be named Oportun.
The company will adopt its new name over the coming months as it shares the name “Oportun” with customers and business partners. The name change will be completed by year’s end.
A recent consumer research project involving several rounds of qualitative and quantitative data helped shape the direction of the new name and identity. It is estimated that 23 million Hispanics in the United States have limited or no credit history. In fact, approximately half of the company’s first-time customers do not have a credit score at all. Progreso reports performance of all loans to two of the credit bureaus and enables customers to establish a credit history.
Having limited or no credit history can impact a person or family’s ability to rent a home or qualify for employment opportunities. It can also trigger higher premiums for car, health, and other types of insurance, or lead to higher deposits for basic services like utilities and cell phone plans.
“As we continue our mission, we want a name that builds on our customers’ perception of our company and what we do for them, and we wanted the name to be short and memorable. Oportun is based on the word Oportunidad, the Spanish word for Opportunity,” said Raul Vazquez, CEO of Progreso Financiero.
“Oportun is a name that best reflects how our customers see us. As a result of a very thorough consumer research process we are confident our Hispanic customers will embrace the new name and creative identity,” said Juan P. Valdes, Vice President of Marketing & Communications.
Since its founding, Progreso has loaned over US $1.3 billion to more than 485,000 customers.
What: Pizza Hut is turning almost its entire identity upside down with a massive menu expansion, a revamped digital experience, logo and uniforms. The shift comes along Pizza Hut’s largest-ever advertising campaign called “The Flavor of Now.” The pizza chain is also revamping its online ordering sites and launching a Spanish-language version of the site. Why it matters: The move comes as Pizza Hut is struggling to boost sales and revenues in the middle of a long-time decline. Similar Strategies for Yum Brands sibling companies Taco Bell and Domino’s brought positive results. Hispanics over-index in QSR attendance and average purchase order.
Pizza Hut, one of the largest U.S. pizza chain with almost 6,300-plus domestic stores, and 15,000 worldwide just announced an extreme brand makeover that will add new specialty pizzas, sauces and crust flavors to its menu, as well as update its logos, uniforms and website functionality, in a race to boost its growth and capitalize for a new generation of pizza eaters in America that want fast-casual pizza. Optimedia is Pizza Hut’s media agency.
The new menu items, which have been tested in a few locations, will be launched nationwide this Wednesday Nov. 19.
Hispanics online are part of the strategy
Over 40% of Pizza Hut’s business is conducted digitally so updating its online ordering sites and launching a Spanish-language version was also a must. A Spanish-language version of Pizza Hut makes sense. Quick service restaurants (QSR’s) like Pizza Hut are smart to target this demographic, as Hispanics have proved to be above-average quick-service restaurante users. According to NPD, more than 84 percent of Hispanics’ restaurant visits are at quick serves, and the average Hispanic consumer visits a limited-service restaurant 155 times each year, compared with the general population’s 151 visits. According to a Univision study (Univision QSR landscape), Hispanics are more likely to visit with friends and family than the general population. In addition, Hispanics, including millennials, are much more likely than the general population to visit QSRs. The study found that on average, Hispanics visit QSRs more than 10 times in a 30-day period, while non-Hispanics visit about seven times per month.
Over 40% of Pizza Hut’s business is conducted digitally.
“This is probably the biggest change we’ve made as Pizza Hut in our history, and so we wanted to signify that to consumers,” says Carrie Walsh, chief marketing officer.The new menu comes with the launch of Pizza Hut largest-ever advertising campaign called “The Flavor of Now.” The chain may even advertise in the Super Bowl for the first time in 15 years.
The announcement comes days after Plano-based Pizza Hut said it will have a new global chief executive and weeks after the parent company, Yum Brands Inc., based in Louisville, Ky., announced that Pizza Hut’s same-store sales are down 2 percent year-to-date.
To stay competitive, Pizza Hut looks to appeal to a wider base, launching new marketing vehicles and products that adhere to the sensibilities of both younger and older consumers among traditional and new clientele like Hispanics.
Yum Brands, the company that operates the licensed fast food brands of Taco Bell, Pizza Hut and KFC, was a top 35 advertiser to the U.S Hispanic consumer in 2013 and its advertising expenditures increased more than 30%, according to Kantar Media. So, this shows Hispanics clearly over index in attendance to Quick Service Restaurants (QSRs). According to NPD, more than 84 percent of Hispanics’ restaurant visits are at quick serves, and the average Hispanic consumer visits a limited-service restaurant 155 times each year, compared with the general population’s 151 visits.
84 percent of Hispanics’ restaurant visits are at quick serves
According to David Gibb the alterations will lead to “more trial of our brand, more frequency of our existing customers and attract new customers to the brand.”
The chain’s parent Yum Brands has previously seen big success with creative additions in the past as America’s tastes are changing…we will see how this goes.
What: DishLATINO is partnering with Julie Stav, a financial expert in the Hispanic community, to provide financial advice to its customers. Why it matters: A first of its kind effort, the campaign offers financial resources and guidance through commercials, vignettes and online resources to broaden understanding of credit, budgets in all aspects of customers’ lives.
DishLATINO will offer its subscribers financial advice and guidance from Julie Stav through a new educational campaign. Stav, a financial expert in the Hispanic community, will be featured in a series of public service announcement ads created by DishLATINO, part of DISH Network L.L.C., a wholly owned subsidiary of DISH Network Corp. specifically for its customers.
The campaign, a first of its kind for DishLATINO, aims to increase awareness among its Hispanic customers about personal financial management, highlighting the important role that credit plays in “opening doors” of opportunity in the United States.Stav is the go-to financial consultant for millions of Hispanics, author of best-selling books, and former host on the popular Univision news program, “Tu Dinero con Julie Stav.” In a series of educational TV spots available only to DishLATINO subscribers, Stav will offer her expert advice on a range of topics related to personal finance. In addition to providing general guidance on establishing credit, the ads notify customers of payment options available to help them meet their obligations, such as changing their billing date or transitioning to a more affordable package.
This isn’t just about paying bills on time or balancing a checkbook, rather it’s about practical money tips for families of all incomes to help plan for the future
“Many Hispanics who are new to the United States are unaware of the cultural nuances related to financial management and credit. This isn’t just about paying bills on time or balancing a checkbook, rather it’s about practical money tips for families of all incomes to help plan for the future. Empowering Hispanic consumers with information about their options makes them feel more confident about their financial management skills and opens up new possibilities,” Stav said.
What: Maker Studios, a multi-channel network owned by Disney, has signed a deal that will allow Latino-focused MCN MiTú Network to create original branded content targeting the Hispanic market. Maker will have access to MiTú’s Hispanic talent base and will produce short-form content in both English and Spanish. Why it matters: Content to target Latino Milennials is very hot. Both Maker Studios and MiTu are MCNs that are competitors. It is significant that Maker Studios seems to be outsourcing content production when it comes to target the Hispanic demographic.
Maker Studios, a multi-channel network owned by Disney, has announced the signing of an exclusive deal that will allow Latino-focused MCN MiTú Network to create original branded content targeting the Hispanic market.The deal comes after MiTú raised US $10 million in second-round funding led by Upfront Ventures, one of the original investors in Maker Studios.As part of this new partnership, Maker will have access to MiTú’s Hispanic talent base and will produce short-form content in both English and Spanish. MiTú claims to have 55 million global subscribers and more than 470 million monthly views across 1,300 partner channels on YouTube.
For MiTú, this deal adds another powerful distribution and biz partner. In August MiTú signed a programming development and distribution multiyear, multiplatform deal with Spanish-language media giant Televisa. MiTú also has a syndication deal for short-form content with Univision Communications. MiTú investors include Upfront Ventures, Chernin Group, Allen DeBevoise, Advancit Capital, Code Advisors’ Quincy Smith and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.
Hispanic Millennials in the U.S. are avid viewers of online video across all platforms.
MiTu chief revenue officer Charlie Echeverry called the deal a turning point for brands. ” We are confident that this partnership will provide world-class Latino branded content and social amplification solutions to Maker’s extensive portfolio of current partners, and serve as a vehicle for any brand eager to reach today’s digital Latino consumer base.”
“Hispanic millennials in the U.S. are avid viewers of online video across all platforms. Teaming up with MiTú allows us to meet the demands of so many of our brand partners who want to connect with today’s young generation of Latinos, as well as provide this service to new advertising partners ,” said Jason Krebs, Maker’s head of sales.
What: Momtastic,a resource for parenting tips & advice published by Evolve Media, has announced the launch of the new Momtastic Latina section, sponsored by American Family Insurance (AFI). Speaking directly to the Momtastic’s rapidly growing Hispanic readership, Why it matters: The vast majority of publishers targeting women are incorporating Hispanic specific content into their English-language offerings.
Momtastic, a destination offering inspiration and solutions for family and life, has announced the launch of the new Momtastic Latina section, sponsored by American Family Insurance (AFI). Speaking directly to the Momtastic’s rapidly growing Hispanic readership, the Latina section launch coincides with Hispanic Heritage Month, and incorporates American Family Insurance’s initiative, Por Ellos, Si Podemos (Because of Them, We Can).
Momtastic’s Latina section is a platform that celebrates, educates, and motivates the Hispanic community providing readers with the latest cultural news, entertainment highlights, recipes, holiday celebrations, and more. The Revamp Su Vida subsection will include editorial content and custom video series featuring Latina influencers who align with beauty, fashion, décor, food, family and more.
As the official launch partner, American Family Insurance will showcase Por Ellos, Si Podemos—an initiative that celebrates Latino leaders and public figures through a series of photographs portraying children as iconic Latino men and women. The portraits were shot by photographer Eunique Jones Gibson, who created the overall Because of Them, We Can initiative.The American Family Insurance sponsorship will include a variety of Por Ellos, Si Podemos elements, including a video player, photo gallery, branded takeovers, custom and aligning editorial, and social mosaic that pulls both English and Spanish social media content through relevant hashtags.
“American Family Insurance is pleased to partner with Momtastic to feature the unique work of Eunique Jones Gibson, celebrating Latino men and women who dared to dream big,” said Dwayne Maddox, Brand Ambassador Program Manager for American Family Insurance.
“Momtastic has long enjoyed a strong Hispanic following, so we’re very excited to devote an entire section to a demographic that makes up an important part of our readership,” said Rebecca Schmitt, Vice President and General Manager of TotallyHer Media.
What: Latin American broadcasters Brazil’s Globosat and Colombia’s Caracol TV have signed a Memorandum of Understanding to launch a Spanish-language pay-TV channel in the United States in 2015. Why it matters:The new joint venture will air existing content from Globosat and Caracol and will also develop new fiction programming aimed at the US market. (Caracol competitor RCN, also Colombian, provides content to the MundoFox network.)
Brazil’s Globosat and Colombia’s Caracol TV. Two major Latin American broadcasters, have signed a Memorandum of Understanding to launch a Spanish-language pay-TV channel in the United States in 2015. This will be Globosat’s most ambitious international expansion to date.
This will be Globosat’s most ambitious international expansion to date.
The new joint venture will air existing content from Globosat and Caracol and will also develop new high-quality fiction programming specifically aimed at the US market, which is one of the fastest growing markets in the US. Globosat will provide its know-how and library of Portuguese-language fiction, which can be dubbed into Spanish or adapted as formats. The operating budget and programming details of the new channel will be unveiled in October.
Both networks believe that their new pay-TV channel will be able to compete with Univision and NBCUniversal’s Telemundo over the audience, as they have gained increasing control over this market with popular telenovelas and new Spanish-language shows for US viewers.
Globosat, part of the privately controlled Globo group, is the biggest pay-TV operator in Latin America, with 34 Brazilian channels – spanning news, fiction, sports, culture, education and live entertainment – including 15 HD channels, 10 PPV channels and 6 VOD channels.The network already has partnerships in the US, including with MGM, NBC-Universal, Fox and Playboy. To tap into the US Hispanic market,the company needed strategic partnerships given that it’s core programming is in Portuguese.
Caracol TV, part of the publicly-listed Valorem Group, is Colombia’s largest free-to-air broadcaster, producing 5,200 programming hours per year, and is one of Latin America’s largest producers of telenovelas, including titles such as “El Cartel”.Caracol has offices in Miami, Madrid and Bogota and has maintained an production deal with Televisa (which owns about 38% of Univision).Caracol also operates its own US Hispanic pay-TV channel, Caracol TV International, launched in 2003, that focuses on news, entertainment and sports, and has over 2.1 million subscribers.
“Globosat, with almost 23 years of existence, has accumulated major experience in launching pay TV channels in collaboration with leading international groups. For us it’s a natural step to look carefully at the fastest growing sector in the US – the Spanish-language pay TV market,” said Globosat’s CEO, Alberto Pecegueiro.
Caracol’s CEO, Gonzalo Córdoba Mallarino commented that Globosat, “is the partner that we all wanted in this long-term project, which aims to strengthen our existing presence in the Hispanic market in the USA. This is a recognition of the quality of Colombian TV production and reaffirms our dedication to innovation and expansion into new sectors and markets, with new and refreshing content in a market we know and that is increasingly demanding.”
What: Spanish-language media company Televisa and MiTú have signed a multiyear multiplatform deal, under which they will jointly develop and distribute original programming in different formats. Televisa executives also explained at last week’s IAB Mexico Conference (coverage in Spanish) that Digital is now the “DNA” of Televisa’s content production system. Why it matters: The agreement will allow Televisa to leverage MiTu’s digital experience and its’ catalog of new Latino talents to develop content, concepts and innovative formats for various digital platforms.
Spanish-language media company Televisa and MiTú , an Internet-media and digital platform company focused on Latino audiences, have signed a multiyear multiplatform deal, under which they will jointly develop and distribute original programming in different formats. The Spanish-language producer will be using MiTu’s digital experience and roster of YouTube talent to develop content and formats for online media. Televisa will also distribute MiTu’s English- and Spanish-language content. Financials of the agreement were not disclosed.
Televisa president Jose Antonio Bastón (photo), said at last week’s IAB Mexico Annual Conference (see our Spanish-language coverage) that the agreement will allow Televisa to leverage MiTu’s digital experience and its’ catalog of new Latino talents to develop content, concepts and innovative formats for various digital platforms.
Digital, now the DNA of Televisa’s Content Production
“Since we started in the digital industry over 14 years ago, we have made a big effort to understand the changing habits of a new generation of consumers. As a result of this effort we started a deep process of transformation in the way Televisa approaches the digital realm, “he said.
Our digital efforts have changed from being a single business unit to become the intrinsic DNA of our content production.
During his participation in the 2014 edition of IAB Connecta, Bastón explained that “interactivity” is the key word around which Televisa’s digital strategy will be based in order to maintain its global leadership in the production and distribution of multiplatform Spanish-language programming.
The four strategy pillars:
Splitting own productions to digital platforms
Specific content development for digital native audiences
World class technological support
During the IAB Mexico conference, Bastón explained that the first pillar is the splitting of current content on digital platforms, as already happened during the 2014 Soccer World Cup in Brazil.
“The number of users who used our digital offering was extraordinary, almost 11 million. During some matches broadcasted on TV, the digital offering even beat pay-TV platforms in terms of audience,” assured Bastón.
Content production for digital native audiences is the strategy’s second pillar of the strategy, and for that matter productions like LOGOUT will be held, airing from 2015 onwards.
“A product made from its origin to the second screen to the second screen, what does this mean? That there is a product produced you see on the original screen and there also a product produced you’re watching at the same time while solely on the digital platform,” he specified.
Strategic alliances and technological support are the third and fourth pillars, and along with them is where the partnership with MiTu lays.
Four pillars in Televisa’s Digital Ecosystem
Bastón says that to design the current strategy , they first defined a digital ecosystem on four basic elements linked to exclusive content production:
“We are also integrating TV channels properties and paying specific niches such as music, film, radio, and publiching and film production.”
Bastón pointed out that all Televisa’s digital efforts have five common denominators: They are linked to exclusive content, have a high commercial potential, are born with a multi-platform logic, see interactivity as an opportunity to adapt content and increase engagement with brands .
He also recalled that, some time ago, the splitting to digital was limited to broadcast on digital the same contenton television.
“Today we have learned to produce specific content that is later complemented on different screens. Our original writers imagine and develop their stories considering a multi-screen approach. ”
What: General Motors is targeting a number of buyers with its new mid-size pickup trucks “Colorado and Canyon”, specially the Hispanic Market. Why it matters: With the new Colorado and Canyon, which will go on sale next fall, GM expects to steal buyers from crossover SUVs and full-size trucks.
The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks “Colorado and Canyon”, specially the Hispanic Market. Carat is General Motors media buying and planning agency.
According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.
“There are customers that can easily afford a fullsize pickup, both the price and operating cost, but it’s the wrong truck for them…They’re compromising and having trouble parking, or it doesn’t fit in their garage, or they live in a city and are trying to parallel park and can’t,” Johnson said to Wards Auto.
The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. But GM isn’t intimidated by the Tacoma’s stronghold in the segment.In this sense, Johnson noted that “it’s not often we get a launch like this where the segment is so dated that we can come in and leapfrog the competition.”
Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.