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Fortune 500 world-class leaders of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal confirmed to attend L’ATTITUDE 2021.

The global CEOs of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal will take the stage at L’ATTITUDE 2021, presented by Bank of America, to discuss how the New Mainstream Economy, led by the U.S. Latino Cohort, is driving sustainable economic growth. National media, A-List celebrities, entrepreneurs, and elected officials will also contribute to the dialog at this year’s event, set to take place in San Diego, CA from September 29 to October 2, 2021.

Boasting more than 30 sessions over the course of four days, L’ATTITUDE is a ground-breaking initiative creating a national town hall of the nation’s best and brightest. In partnership with top-tier media outlets such as MSNBC, CNBC, the Wall Street Journal and Dow Jones MarketWatch, this year’s event is expected to be the biggest in its four-year history.

World-class CEO
Sol Trujillo, co-founder of L’ATTITUDE

“In the wake of the global pandemic, it’s never been more critical to unlock exponential growth,” said Sol Trujillo, iconic business leader and co-founder of L’ATTITUDE. “History and data indicate the U.S. economy cannot fully rebound without the Hispanic cohort continuing its economic leadership role, and we’re thrilled to welcome a long list of distinguished business leaders and sponsors who recognize this path towards economic prosperity. We are eager to spark a dialogue, provide real market examples of success, and translate discourse into action.”

Among the CEO attendees confirmed to participate in L’ATTITUDE 2021 are:

  • Bob Chapek, CEO, The Walt Disney Company
  • John Donahoe, President and CEO, Nike, Inc.
  • Almar Latour, CEO, Dow Jones
  • Craig Menear, Chairman and CEO, The Home Depot
  • Brian Moynihan, Chairman of the Board and CEO, Bank of America
  • Chuck Robbins, Chairman and CEO, Cisco
  • Dan Schulman, President and CEO, PayPal
  • John Stankey, CEO, AT&T
  • Tony Vinciquerra, Chairman and CEO, Sony Pictures Entertainment

Apart from the headliner CEO’s participating at L’ATTITUDE 2021, attendees will have the opportunity to meet the most powerful Latinas in America today, along with emerging entrepreneurs making a difference in the worlds of business, finance, entrepreneurship, politics, and Hollywood’s biggest celebrities.

Among the programs featured at this year’s event, those that attend will be the very first people in the country to learn about the latest news from special reports being unveiled nationally, including:

  • The LDC U.S. Latino GDP Report with the latest and highly anticipated data about the economic output of our U.S. Latino cohort, which could move up even higher than in the last report where it ranked as the eighth largest economy in the world (if it were a country).
  • The LDC Media Report where Hollywood and our country’s leading media and entertainment companies are rated regarding their progress in featuring diverse U.S. Latino talent, both in front of and behind the camera.
  • The 2021 State of Hispanic Wealth Report from NAHREP (National Association of Hispanic Real Estate Professionals) that provides the business and finance communities with invaluable insight into Hispanic participation in homeownership, small business development, and wealth building.
  • A special report from ALPFA (Association of Latino Professionals for America) on America’s 50 Most Powerful Latinas
  • The LDC Perception of Latinos in America Report provides a national platform for calling attention to the latest facts and data about the Latino brand and false stereotypes, but also for stimulating action-oriented discussion about how to catalyze the full economic potential of the U.S. Latino community in the New Mainstream Economy.
  • HITEC and LDC 2021 Latinos in Technology is a report that will shed light on U.S. Latinos in tech – from the classroom to the board room – and they are leading the way in the usage of new technology and are helping build new advanced technologies.

L’ATTITUDE annually leads the way in introducing the world to emerging U.S. Latino entertainment talent, and this year’s exclusive performances will be headlined by two world-famous artists during the Friday Night Gala and Saturday Night Live Concert. With more details to come, these exciting shows will be curated by international producer and multi-Platinum GRAMMY-winner Emilio Estefan, a partner in the event alongside globally-renowned business executive Trujillo, and Gary Acosta, L’ATTITUDE co-founder and CEO of NAHREP (National Association of Hispanic Real Estate Professionals).

“U.S. Latinos are the most prolific entrepreneurs in the country, and small business growth will be one of the key topics at this year’s event,” added Acosta. “From catalyzing small business growth, to showcasing the most powerful Latinas, to sparking the next wave of Latino tech entrepreneurs and innovation, L’ATTITUDE truly offers something for everyone.”

The L’ATTITUDE agenda will include breakout sessions, small group presentations, and special programs, including:

  • LATINXT, where you’ll meet the next generation of U.S. Latino talent in Business and in Entertainment.
  • Latinas with L’ATTITUDE, presenting in collaboration with ALPFA, this year’s 50 Most Powerful Latinas
  • Match-Up, an exclusive national competition where U.S. Latino entrepreneurs will vie for over $10 million in capital investments to grow their enterprises.

To learn more and register for the event, visit www.lattitude.net.

 

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystal Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

CNN en Español’s programming and key audience highlights across different platforms including TV, Digital, Social and Audio will be presented at the Virtual UPFRONT on Tuesday  June 15 at 1pm est. Register and get a first-hand look at what CNN en Español has in store for fall 2021-2022.

At the CNN en Español virtual Upfront new programming, great talents and opportunities to expand advertiser coverage through the CNNE network and digital platform will be discussed. Send your information to gilda.torres@warnermedia.com and she will gladly help you with the registration process.

Recent Coverage of CNN en Español

Últimas noticias de CNN en Español is now CNN 5 Cosas

CNN Audio and CNN en Español Launch ‘Desafíos Globales’ with José Levy

CNN en Español presents “Don Francisco Reflexiones 2021” with Hispanic television legend Mario Kreutzberger, better known as “Don Francisco”

Cultural relevance is of prime importance for media to engage its target audience.  El Nuevo Dia Puerto Rico is an example of a culturally relevant media property, particularly for the more than 5 million Puerto Ricans living in the U.S. mainland. Portada talked to several executives at El Nuevo Dia to understand how it serves as a bridge between the local community in Puerto Rican and the diaspora in the U.S.

This Thought Leadership article is presented by Digo Hispanic Media.

An estimated 5.6 million Hispanics of Puerto Rican origin lived in the United States mainland in 2017, according to a Pew Research Center analysis of Census Bureau’s American Community Survey. An additional 3.4 million people live in Puerto Rico. After Mexicans, Puerto Ricans are the second-largest population of Hispanic origin living in the United States, accounting for about 10% of the U.S. Hispanic population in 2017.

The Puerto Rican population is concentrated in Florida (20% of Puerto Ricans in the U.S and 5,4% of the Floridian population ), New York (20%, 5.7%), New Jersey (8%, 5.3%) and Pennsylvania (8%, 3.7%). There are also sizable Puerto Rican populations of at least 200,000 in Connecticut (8.2%, of the overall population), Massachusetts (4.9%), Illinois and California. Puerto Ricans living in the U.S. tend to have a higher income than the rest of Hispanics, with the median annual personal earnings for Hispanics ages 16 and older at US $25,000, compared with $28,600 for Puerto Ricans.

An estimated 5.6 million Hispanics of Puerto Rican origin live in the U.S. mainland.

Cultural Relevance: A Bridge Between the Local Community and the Diaspora

Maria Eugenia Ferre Rangel
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media

El Nuevo Dia is the digital media property with the largest reach in Puerto Rico. In 2020 it had 7 million unique users on average on a monthly basis, from which 38% were from Puerto Rico and 34% from mainland United States.  What role does cultural relevance play in the way El Nuevo Dia caters to the Puerto Rican diaspora in the U.S?
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media & Chief Communications Officer, Grupo Ferré Rangel, tells Portada that her team is “ strongly committed to offer a journalism that informs, educates and gives a voice to those that are not heard. Being part of the history, on events such as the hurricanes, earthquakes, pandemic and the elections, comes also with a great responsibility of being a credible and reliable source of information for Puerto Ricans on the Island and around the globe.” Rafael Lama, Managing Editor of  El Nuevo Dia Puerto Rico, adds that his publication tries to work as a bridge between the local community and the diaspora. “Anything that is geared towards nostalgia or products or brands that Puerto Ricans do not get in the U.S. has a very strong impact on our audience.” As an example he cites that when they published news related to the expansion of Puerto Rican beer Medalla into the U.S. he saw that that content works very well for El Nuevo Dia Puerto Rico’s audience in the United States. “We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez,” Lama claims.

We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez.

As another example Lama cites that recently, after the passing of Mexican clown Cepillín, his team put out a story about his last appearance in Puerto Rico back in 2010, and his impact on the kids that grew up in the 80’s. The content was one of the top performing stories of the day. 

How Brands can Best Leverage Media with Cultural Relevance

Cultural Relevance
Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy,‎UM Worldwide

Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy, UM Worldwide, where he plans and buys media for Fortune 100 brands, asserts that “a culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events, and promotes trends that shape today’s culture.”

Chairwoman Ferré Rangel recommends that brands leverage editorial content in their marketing strategies.  “We’re interested in being a trusted partner that will add value through synergies and strategic alliances, maximizing technology to reach their audiences in a more efficient and effective way. For example, we’ve been very successful with content marketing and audience segmentation efforts that have increased campaign performance and optimization to local brands, ” Ferré Rangel claims.

A culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events.

How the Biden Campaign Targeted Puerto Ricans

President Biden and Vice President Harris gave exclusive interviews to El Nuevo Dia before the presidential election. El Nuevo Dia was the only local media that had access to them reflecting its cultural relevance when it comes to engage Puerto Ricans. Managing Editor Rafael Lama says that he knew that the Biden campaign wanted to target Puerto Ricans in Florida, New York and Pennsylvania as 35% of the traffic of ElNuevodia.com comes from the United States, particularly those regions. According to Lama, while Puerto Ricans in Puerto Rico can not vote for president of the U.S., they have an important role in conveying to the U.S. based diaspora that they should vote for an administration that cares for the problems of the island. Without going into politics, we know that there was a lot of friction between the Trump administration and Puerto Rico about the hurricane relief. In our exclusive interview we asked Biden and Harris what their plans for Puerto Rico are,” says Lama.

During the 2020 Elections season, while El Nuevo Día was producing specific content for its audience around the topic, there was a substantial spike in audience engagement, asserts Janette Robles, Audience Intelligence Manager at GFR Media: “There was an increase of users in the island of +2.82% when comparing average traffic from previous months. We also saw an increase in the average session duration of +2.40% during the same period of comparison, so we can say people were more engaged with the content and were visiting our site to get more information regarding the elections, that was developed and published in a relevant way and in context for Puerto Ricans.” Robles emphasizes that if the same exercise is done for  Puerto Ricans living in the U.S. she saw an increase in page views of almost 2% during that period vs previous months. “But what is just outstanding was the increase we saw in the average session duration of the diaspora. It increased by 5.6% during that period vs previous months,” Robles concludes.

Election specific content increased average session duration of the diaspora by 5.6%.

 

Dating App Marketing: According to the first quarter 2021 financial report of the Match Group, the world’s biggest dating services provider, growth in North America average subscribers was primarily driven by dating services Tinder, Hinge, BLK, PlentyOfFish, and Chispa. Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match, leads brand marketing for several brands including Chispa, the dating app for Hispanics in the U.S. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited subscriber growth.

Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match

In her position Estacolchic leads a team of 12 executives involved with online, offline, and brand marketing and ensuring a deep understanding of  audience and users, the role of culture in their lives, and what the audience looks for when it comes to romantic and social relationships.

During the first quarter of 2021 marketing  expenses, which include online and off-line advertising, at Match Group amounted to  US $179.5 million. In the Q1 2021 quarter, the Match Group reported a number of paid member count of over 10.9 million subscribers. Chispa, specifically,  announced that it achieved a total of 4 million downloads. Estacolchic also shares with Portada that daily users increased by 28% (q1 2020 vs q1 2021), subscribers by 25% and paid members by 68%. In addition, the total number of downloads grew by 85% between the first quarter of 2020 and the first quarter of  2021. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited high growth rates.

Dating App Marketing: How Does Chispa’s Marketing Strategy Differ from Match’s overall Marketing Strategy?

Estacolchic emphasizes that Chispa is a community-focused app and that acquisition strategies are designed to attract the U.S. Latino market based on their specific media consumption habits, messaging, and creative nuances that appeal to their unique needs. “While we conduct tests and leverage/apply the learnings across all our brands, each brand implements and optimizes its strategy based on individual goals and performance. As we build our brands, each focuses on different messaging pillars and we establish different brand promises based on relevance.”

Evolving Cross-Channel Execution

According to Estacolchic, the market has quickly evolved in the last few years, offering many more options to intercept audiences and connect with them.  Almost nowhere is this truer than in dating app marketing. “This diversification of channels allows us to tailor and hyper-segment our messaging and targeting options to capture different tribes. This has forced us to quickly adapt our cross-channel strategies, learn and leverage these new touch-points and exciting creative formats depending on what works for each community. We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each. In our case, we try to quickly test each new social or content space and media opportunity, while we learn the best practices for each to maximize impact across the funnel.”

 We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each.

TikTok Activation

As an example of channel diversification, Estacolchic mentions TikTok: “TikTok is a great example, where we started activating the channel for brand awareness and content engagement, and quickly discovered those same brand-building assets were driving direct conversion/lower funnel impact.”

Dating App Marketing: The Role of Consumer Reviews

In the digital direct-to-consumer economy, online consumer reviews play a very important role. This is  obviously also the case for dating app marketing.  “We constantly monitor user reviews and they play a key role in helping us improve our product and enhance the user experience and communication efforts. Our Marketing, Care and Product teams are deeply involved in analyzing reviews to address key issues and determine the best plan of action based on general trends we notice. We also use this channel to connect with our Success Couples, which we feature on our social pages and advertising across channels”, Estacolchic notes.

Offline Marketing and its Attribution

Chispa has activated “everything offline, from TV, Radio, OOH, Live and Virtual Events, PR, and Promotions,” says Estacolchic. “Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs: those who searched for the app on the app store directly. We are able to look at results very granularly by specific market, point in time, and target segment to do channel attribution.”

Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs (those who searched for the app on the app store directly).

Upcoming Initiatives: Podcasts and New Bicultural Hispanics Campaign

Chispa’s dating app marketing evergreen initiatives include performance, social, and influencer marketing.  “Additionally, we are always planning for new and exciting promotions where our users can win unique experiences that always connect back to their culture. In addition, we will be testing more around podcasts, creating original and interactive content for social platforms, activating new brand partnerships, expanding our community involvement and support efforts, and launching a new brand campaign especially created for the bicultural US Latino audience by our agency partners.”

Estacolchic also notes that they recently launched a partnership with the Tragos Party Game, an initiative that includes a new product feature supported by a 360˚ marketing activation and we will continue to activate tactics to support that.

Investing in media partners who have a strong community  orientation is paramount to Chispa, according to Estacolchic: ” Being a Latino-focused product and brand, all of Chispa’s campaigns have been and are with media partners that are either fully dedicated to the community and have a specific arm that’s for US Latinos, regardless of their language of preference or the language of the content the media outlet offers.”

 

 

L’ATTITUDE, the premiere U.S. business, and economic event focused on the New Mainstream Economy, enters its fourth year stronger than ever offering an in-person experience between September 29 and October 2, 2021, in San Diego, CA. The L’ATTITUDE Mainstream Experience is the largest gathering in the country focused on the New Mainstream Economy and the U.S. Latino cohort leading economic growth across nearly every business sector. 

L’ATTITUDE will again boast a who’s who list of high-profile CEOs, financial executives, business leaders, political leaders, key media, and entertainment celebrities all focused on leveraging America’s unique economic power, the U.S. Latino cohort. The 2021 event will include the release of the latest data from the annual U.S. Latino GDP Report provided by the Latino Donor Collaborative (LDC), which experts predict will demonstrate the economic output of the U.S. Latino cohort surpassing Great Britain and France to become the sixth-largest economy in the world.

L'Attitude 2021
Sol Trujillo, co-founder of L’ATTITUDE

“The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” said Sol Trujillo, co-founder of L’ATTITUDE.  “As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth. The New Mainstream Economy led by the U.S. Latino cohort has fueled our nation’s recovery dating back to the Great Recession, and will once again lead us into the next stage of economic prosperity.”

As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth.

A series of special features will play a prominent role at L’ATTITUDE 2021, showcasing Latino(a) business leaders who demonstrate benchmarking action on boards and leadership teams, and commitment to serving the growing U.S. Latino cohort. The announcement of the 50 Most Powerful Latinas will take place in partnership with the Association of Latino Professionals for America (ALPFA), recognizing the powerful women driving business growth across our economy. Match-Up at L’ATTITUDE will take place as a special feature, growing this year to fund up to two-dozen emerging Latino-owned companies that are ready to scale and become market leaders, while L’ATTITUDE Ventures, supporting Match-Up, is rapidly becoming the largest Latino-owned and focused venture capital fund in the country. LATINXT at L’ATTITUDE is expanding this year to introduce the world to the next big superstars in not only entertainment, but across all sectors including technology, business, retail, housing, healthcare, politics, and sports.

An important addition this year will be L’ATTITUDE Connections, where executives of America’s biggest companies will connect with new mainstream Latino businesses and suppliers.

Among the many exciting new additions to the L’ATTITUDE Mainstream Experience, will be Festival at L’ATTITUDE, which will feature The Taste of L’ATTITUDE, a seaside culinary experience and celebration of Latino chefs and influencers that have been negatively impacted by COVID-19. Joining in this tribute onsite will be world-famous Chef Jose Andres whose organization, World Central Kitchen, has served millions of free meals during the food shortages of COVID-19.

As part of Festival at L’ATTITUDE, musical entertainment will be provided in the adjacent Performance Shell featuring the next generation of Latino bands and singers during the afternoon, leading up to a once-in-a-lifetime evening of superstar entertainment, produced by L’ATTITUDE partner, Emilio Estefan. With top-tier names soon to be announced, and others left as surprises, this will be a can’t-miss addition to L’ATTITUDE that will be remembered for years to come.

Estefan added, “It gives me the greatest joy to complement this premier business and economic event with Festival at L’ATTITUDE, a celebration of rising Latino(a) talent and world-renowned artists, each intent on giving unforgettable performances for the first time ever at the San Diego Performance Shell.”

Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.

“L’ATTITUDE has been described as the only gathering in the country where you can hear, interact with, learn from, and be inspired by such a robust and diverse list of participants and celebrities,” added Gary Acosta, L’ATTITUDE co-founder. “Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.”

Pre-registration for L’ATTITUDE 2021 is now available with the full agenda and list of participants to be announced in the coming weeks. Interested participants are encouraged to register early as heavy demand is expected at the host venue, the Grand Hyatt of San Diego. To learn more, visit www.lattitude.net.

Premium content and brand safe media are key for brand advertising ROI, Kevin Rehberg, VP, Client Development, Alliance for Audited Media (AAM) and Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, tell Portada.


This Thought Leadership article is presented by Digo Hispanic Media.

In all too recent U.S. history we have seen the harmful role social media can play by spreading entirely fabricated content.  The brand marketing community can play a crucial role by advertising in media properties practicing professional journalism and thereby supporting a repluralization of media and a commitment to facts as a public good. While investing in premium content and truth based media is very important for corporate social responsibility  reasons, it is also crucial in order for brands to avoid ad fraud, achieve ROI and brand safety.

In fact, the costs of not investing in professional media properties are huge.  Digital ad fraud, according to different industry estimates, costs marketers anywhere between U $6 billion and US $42 US billion annually. So on average there are US $24 billion a year stolen from marketers.  Yet, there only have been a handful of global  arrests because of digital ad fraud; so ad fraud is a very low risk high reward way to steal money and unfortunately that money is coming from brand marketers and quality publishers.

  On average there are US $24 billion a year stolen from marketers. That money is coming from brand marketers and quality publishers.

What is Premium Content?

Kevin Rehberg
Kevin Rehberg, VP, Client Development,Alliance for Audited Media (AAM).

“From a verification standpoint, premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience. This allows the marketing partners of premium publishers to invest in their advertising inventory with confidence,” says Kevin Rehberg, Vice President, Client Development at the Alliance for Audited Media (AAM). AAM is a media industry non-for profit organization. Our mission is to connect marketers with quality publishers. That is more important now than it has ever been. 

As a way to work with quality publishers, Rehberg recommends brands to check out the list of AMM clients “which gives buyers an excellent indication of who the quality publishers are.” Another useful resource for buyers are Digital Publisher Audits, “  where marketers can find publishers that can be added to their inclusion lists with confidence,” Rehberg adds.

  Premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience..

All platforms and all quality publishers should subject themselves to transparency for the benefit of the marketer. It’s up to the marketer to demand what gets audited.  Ultimately the pressure to be audited should come from brand marketers.  There are 4 cornerstones to use an audit to get ROI, Rehberg notes:

  • Support best practices for digital advertising from (TAG Trustworthy Accountability Group)
  • Build your inclusion list with AAM audited publishers
  • Buy from authorized resellers via ad.txt
  • Use MRC (Media Rating Council) accredited technology.”

To Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, premium content means “content that you cannot get anywhere else. Whether it comes from in-depth reporting, investigative pieces, analysis or fact checking, we at El Nuevo Día consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.”

  We consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.

“Production quality, duration and relevance of the story are certainly part of the equation,”  Lama notes. But he adds that premium content can also be based on quick response: “We also produce quick response premium content.  As an example, Lama notes that during last year’s local election for the governor of Puerto Rico and the last debate, “we did a live fact checking for all six candidates. That was produced on the spot and quite quickly, but it was premium content, as we dedicated seven journalists to the project during the two-hour debate, and we planned and prepared about three weeks ahead.”

Joseph Kiwanuka, VP, Partner, Cultural Connections & Strategy, UM Worldwide, an agency that buys media for clients including Coca-Cola, ExxonMobil, Fitbit, GoPro and Spotify, notes that from “an advertiser perspective, premium content has a significant role in catalyzing a brand’s marketing success. Today, brands need customized and bespoke messaging and placements that deliver value and quality to engaged audiences across many of the mass and niche online destinations. Brand safety is vital as brands must deliver trusted placements to the right authenticated audiences and be able to report on accurate engagement activity on trusted platforms.”

How El Nuevo Dia Puerto Rico Works with Advertisers

Rafael Lama
Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico

How can brands and publishers best work together to allow brands to reach their target audience and objectives without crossing the editorial line and/or impacting the user’s experience?  According to AAM’s Rehberg, when it comes to multicultural and Hispanic specific marketing “what you want to do as an advertiser is to buy as directly as possible to the quality publishers who deliver high percentages of Hispanic audiences. The more you go into quantity and further away from quality, you run a much higher risk of not serving impressions to the audience you want to deliver those impressions to and not reach your business outcomes,” notes Rehberg.

El Nuevo Dia Puerto Rico’s Lama says that a lot of planning and a lot of communication between editorial and commercial teams is needed. “As an example with the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers. For instance, in September and October we worked on a documentary about COVID deaths and about families not being able to say goodbye to their loved ones. Surprisingly, we got great feedback also from our sales team. We got a lot of health insurance companies and hospitals who wanted to be part of the content and who ended up designing copy and creatives that were very proactive in terms of telling the audience to take care of themselves and be healthy. In the end, the project had both great journalistic and commercial results.”

With the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers.

About Digo Hispanic Media

 

Minority-owned businesses play a crucial role in helping Corporate America meet corporate social responsibility objectives. As importantly, minority-owned media properties can be ideal advertising vehicles to engage diverse communities. We talked to Isabel Rafferty, CEO & Founder at Canela Media, to understand how women and minority- owned companies such as Canela Media* are bringing a new perspective to the table.

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

Minority Owned Business
Isabel Rafferty, CEO & Founder at Canela Media

According to Rafferty, “marketers are supposed to know their customers – to know what they want, what their habits are, and what resonates with them. The danger here is that marketers who lack familiarity with the audiences they’re trying to reach, be they Hispanic or otherwise, can easily fall back onto stereotypes and other “conventional wisdom” that end up alienating potential customers instead of bringing them into the fold. The value of a minority-owned business and female-owned business is that it is able to offer perspective borne from first-hand experience which allows brands to form deeper connections with the audiences they want to reach, and this leads to greater returns in the long run. “

Minority-Owned Businesses are Rooted in the Community…

There is a lot of catch up to do by the advertising community when it comes to investing in media that is really vested in the communities it targets, says Rafferty.  “Corporate America tends to go with the big names – Univision, Telemundo – simply because they’re recognizably affiliated with the Hispanic community, but the reality is that neither of those companies is truly a minority-owned business. If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies. “

  If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies.

…and Provide Brand Safe Environments.

Rafferty adds that for brands looking for a safe place to advertise, “a minority-owned media company focused on and curated for our audience can provide the assurance that their content will be shown to the promised audiences in the promised locations. In our case, since Canela.TV’s media library can be seen by the public, brands know  precisely what types of content their ads will be shown against, which takes some of the pressure off them. We can provide a list of all of our content with ratings and curate the content targeted by a campaign to align best.”
“Minority-owned media companies can foster truth-based reporting by embracing cultural nuances and championing accurate representation of diverse audiences. We are built for Latinos by Latinos with the goal of uplifting our community,” the CEO of Canela Media concludes.

*Canela Media’s certifications as minority-owned business and a female owned business are the below:
Women/Minority Business Enterprise (WMBE) by the The Supplier Clearinghouse for the Utility Supplier Diversity Program of the California Public Utilities Commission
 Women’s Business Enterpsie (WBE) by the WBENC (Women’s Business Enterprise National Council)
Minority Business Enterprise (MBE) by the NMSDC (National Minority Supplier Development Council

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

 

Constellation Brands, the largest beer import company in the U.S., is working on consumer deep dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.

 

 

Constellation Brands Marketing
Amy D’Souza, Media Director, Constellation Brands

“We’re working now on doing consumer deep dives with Hispanic consumers in a broader number of markets to better understand the challenges they are facing in everyday life, general outlook on the future based on the impact of Covid and the role they see our brands playing in their lives”, Amy D’Souza, Media Director, Constellation Brands and Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands tell Portada.

“In the past we would have used our top 3 – 5 Hispanic markets as representation of the total U.S. Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population.”

 Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population. 

Constellation Brands is the largest beer import company in the U.S. measured by sales and has the third-largest market share (10.9%), based on shipment volume of all major beer suppliers, according to BeerInsights.com. Constellation’s beer portfolio includes imported brands such as Modelo Especial, Negra Modelo and Pacífico. In the fiscal year ending on February 29,2020, Constellation Brands reported advertising/marketing investment of US $769.5 million. For fiscal 2021, the Constellation Brands Marketing team expects marketing as a percent of net sales to be in the 9% to 9.5% range. Per the most recent financial report, both Corona and Modelo continue to grow market share.

Constellation Brands Marketing
Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands

Constellation Brands Marketing: Consumer Centric Portrait

The new consumer deep dive initiative will also cover Spanish dominant, English dominant and Bicultural Hispanic consumers “so we can break out the differences based on acculturation.  This will provide us a consumer-centric portrait of how Hispanics are experiencing life in the U.S. today given all the social unrest and impact that Covid has had on their lives,” DSouza and Ramos claim.

According to both D’Souza and Ramos, who are members of the Portada network of brand marketers, the new Constellation Brands marketing team effort will help ensure that Constellation Brands speaks authentically and engages “consumers in ways that represent them whether that’s through advertising, what we support in the community and promotions we put together.  This will also help us evolve our CSR efforts with brands like Corona and Modelo that can positively impact Hispanic communities.”

For an analysis of another major brewer’s major Hispanic marketing initiative, check out A Deep Dive into Miller Lite’s Hispanic Give Back 12 – Pack Initiative.

Canela.TV, one of the first AVOD streaming services for U.S. Hispanics, will host its first-ever upfront presentation themed “We Make It Happen / Lo Hacemos Posible” on May 17th at 3:00 pm ET.

Hosted by Canela Media’s founder and CEO Isabel Rafferty, the virtual upfront will reveal the exciting developments on Canela.TV’s slate for 2021 and beyond and showcase how advertisers can tap into the diversity and scale of Hispanic audiences.

Canela.TV’s platform was built exclusively for Latinos by Latinos, powered by Canela Media – the only certified female and minority-owned company in its competitive set.

Hispanic Audiences
Isabel Rafferty, CEO and founder of Canela Media

“We Make It Happen / Lo Hacemos Posible” speaks to the heart of Latinos in the entertainment industry, as new barriers are broken, and Latinos have become a driving social and economic force in the U.S. Canela.TV has “Made it Happen” by creating a culturally driven platform whose offerings reflect the culture, values and diversity of Latino audiences, and where advertisers can connect with those audiences to elevate their brands.

Our focus on a demographic that has been undervalued in the past by most major streamers has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data.

“We are tremendously excited to be joining the virtual Upfront stage this year for the first time to showcase our approach to Hispanic-focused streaming,” said Rafferty. “Canela.TV has been growing at a phenomenal pace, thanks to our focus on a demographic that has been undervalued in the past by most major streamers. This has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data – giving advertisers valuable opportunities that they won’t be able to find with legacy media players.”

Canela.TV was launched in May 2020 and has since captured the attention of audiences looking for multicultural content that aligns with their culture, values and interests. Earlier this year, Canela.TV debuted Canela News, the first free live streaming news service with daily broadcasts aimed directly at cord-cutting Hispanics.

Our platform is empowering the next generation of Latino storytellers.

“We built Canela.TV from the ground up with the aim of making Hispanic viewers feel like their stories and voices were valued in media and entertainment,” added Rafferty. “Our platform is empowering the next generation of Latino storytellers, and we look forward to demonstrating just what this platform can do for advertisers at our upfront next month.”

Tune in on Monday, May 17th at 3:00 pm ET. Register for the presentation here.

Canela.TV will also be participating in the IAB NewFronts with a Spotlight Session on May 6th at 2:10 pm ET. The Spotlight Session is part of IAB’s Inclusion Institute initiatives to support DEI in the industry.

CNN 5 Cosas brings listeners the day’s top headlines. The news brief is CNN en Español‘s most popular audio product to date, with more than  1.5 million monthly downloads  on average, and strong listener populations in Latin America, the USA, and Spain,  amongst others.

CNN 5 Cosas
Juan Muñoz, CNN en Español’s Digital and Social Media Director.

The show is released hourly Monday through Friday, from 6am to 6pm (ET), and once on Saturday and Sunday.

The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it.

“Our news briefing has a long history and it will continue to serve our CNN en Español Radio affiliates in the U.S Hispanic markets as well as in Latin America. This year, we will bring it into closer alignment with CNN’s much-loved 5 Cosas brand. The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it”, explained Juan Muñoz, CNN en Español’s Digital and Social Media Director.

CNN 5 CosasYou can find the show at cnn.com/5cosaspodcast or in your favorite podcast app.

The CNN en Español business unit is responsible for several multi-media platforms geared towards Spanish-speaking audiences around the world reaching 62 million households. These platforms include CNN en Español, a 24-hour cable news network for Latin America, Mexico and the U.S., as well as CNNEspanol.com and CNN en Español Radio, and CNN en Español on Twitter, Facebook and Instagram. The CNN en Español brand offers multiple platforms to Spanish-speaking audiences of the Americas.

Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peek of what’s to come for Miller Lite’s marketing.

 

Based in  Chicago, Catherine Pastiak is an Associate Marketing Manager on the Miller Lite brand team for Molson Coors. Pastiak handles creative and strategy and focuses on driving growth with the U.S. Latino consumer. Not only do Hispanics spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data, they also over-index in premium lights, which account for 28% of the beer volume Latinos purchase. An overarching theme in Pastiak’s job is to develop inclusive programming for Miller Lite campaigns. “Any new campaign needs to be relevant to the 21-34 year old Latino drinker,” Pastiak notes. As an example of a Miller Lite Hispanic integrated marketing, Pastiak explained the recent Miller Lite Give Back 12-Pack marketing initiative. According to Pastiak, this initiative also provides a sneak peek of how Miller Lite’s marketing and advertising will look like in the future. 

Miller Lite Marketing Strategy: The Give Back 12-Pack Initiative

Miller Lite Marketing
Miller Lite Give Back 12-Pack

To help bring relief to the Latino community during the past holidays, Pastiak helped launch the Miller Lite Give Back 12-Pack initiative which included the below three components.

  • From December 15 to December 31, 2021 beer drinkers who were 21+ could visit MillerLite.com/GiveBack12Pack for a chance to win their very own Give Back 12-Pack. Participants filled out a registration form at the site which included the opportunity to opt-in to receive future communications from Miller Lite. A total 2,000 Give Back 12-Pack gifts were awarded.
  •  Miller Lite also donated an additional US $50,000 to UnidosUS, the United States’s largest Latino nonprofit advocacy organization, to ensure Latino communities across the country have access to food and local resources for the holidays.

 Integrated Campaign

The integrated campaign to support the Give Back 12-Pack gifts had the following components:

  • Earned media through PR
  • Influencer Marketing
  • Targeted Email Marketing
  • Paid Social
  • In-store (Distributors provided tools for retailers nationwide)

Miller Lite Marketing Partners

Miller Lite needed to make sure that communication and advertising to the Latino consumer was efficient and engaging. This included PR materials (provided by Miller Lite partner IFC Next), creative (through DDB owned multicultural creative agency Alma) and media buying through Publicis Connect  Media Agency. The sweepstakes execution, including fulfillment,  was handled by Prizelogic.

Influencer Marketing

Catherine Pastiak, Associate Marketing Manager – Miller Lite

To bring awareness about the program,  Miller Lite conducted a media relations campaign and partnered with notable Latino influencers to spread the word.

According to Pastiak, influencer marketing was a very important piece of the program. 

We love programs that have that community support element, build relationships with influencers and engage with the community.

“It was an opportunity to show that Miller Lite is going to continue to support the Latino community. That is why we love programs that have that community support element, build relationships with influencers and engage with the community,” Pastiak adds.

Six Influencers

For this important component of Miller Lite marketing, the company  partnered with six Hispanic influencers who each created unique content on Instagram and YouTube.

The influencers Miller Lite partnered with for the campaign included: 

    • Julio Macias: A Mexican–American actor. He appears on Netflix’s On My Block and Selena: The Series.  
    • Lupillo Rivera – An internationally renowned Regional Mexican musician. 
    • Julissa Calderon:  An Afro-Latina actress, writer, and comedy producer/director. She was recently seen on Gentefied. 
    • Darlene Demorizi – An online/TV personality and writer. She’s been a host on Vice and has a segment on Fuse called “Like, Share, Dímelo with Sasha & Dee.”
    • Gadiel Del Orbe – Influencer and speaker known for his work on BuzzFeed’s Pero Like
    • Eli Vazquez – Filmmaker, producer on BuzzFeed’s Pero Like and founder of  #SelfHype+Hype Media House.

All Influencers were bilingual and posted in whatever language they found it more interesting to communicate.

The influencer program was managed by ICF Next. All Influencers were bilingual and posted in whatever language they found it more interesting to communicate. They were  provided a creative brief and the right legal language. If the social media platform allowed for it they always linked to the landing page.

  • Each influencer highlighted how Miller Lite brought some relief to U.S. Latinos over the holidays by giving away $50,000 worth of food and beer and US $50,000 to UnidosUS. 
  • They showcased how, with the Give Back 12-Pack, beer drinkers could create a “Nochebuena meal” and pair it with Miller Lite. They also directed their followers to MillerLite.com/GiveBack12Pack to enter for a chance to win one of 2,000 gifts of $25.
    See below examples for messaging by influencer Lupillo Rivera.
  • Instagram
  • YouTube
  • Facebook

Miller Lite Marketing: Paid Social

Separate of the influencer campaign, Miller Lite Marketing run advertisements across Facebook, Instagram and Twitter highlighting the program run.  Creative was developed by Alma and media was planned and bought by Pubiicis’ Connect Media.  Creative distributed through Facebook and Instagram was either in English or Spanish. For the Twitter promotion English was used. Videos were animated in all cases and included a splash in the first 3 seconds.

The Results

  • For the Miller Lite Give Back 12-Pack program, the brand saw above benchmark engagement on paid social content across both English and Spanish.
  • Thanks to a targeted, bilingual approach, the Give Back 12-Pack email campaign saw the brand’s second highest open and click rates of the year. 
  • Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 
  • Through the influencer focus, Miller Lite was able to begin forging relationships with some of the most popular Latino voices across the entertainment industry. 
  • Increase in Miller Lite opt-in email database

    Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 

For an example of a heavily Hispanic oriented community program, please check out How Envoy Mortgage does community engagement that impacts people lives. 

 

Hemisphere Media Group announced that it has acquired the remaining 75% stake of Pantaya, a leading U.S. Hispanic Subscription Video-on-Demand Service from its joint venture partner, global content leader, Lionsgate for US $124 million in cash. As a result of the transaction, Hemisphere now owns 100% of Pantaya, up from its previous 25% minority stake.

Pantaya 100% acquired by Hemishpere Media Group
Alan Sokol, CEO, Hemisphere Media Group

Launched in August of 2017, Pantaya, which features over 400 movies and series,  is a player in the Spanish-language subscription video services market.  According to the press release, user demand has rapidly increased, and Pantaya now boasts approximately 900,000 paying subscribers, clearly demonstrating that U.S.-based Hispanics/Latinos enjoy – and want – culturally relevant, targeted streaming content. Hemisphere estimates that Pantaya’s subscriber base will grow to 2.5 to 3.0 million by the end of 2025.

Hemisphere estimates that the Pantaya subscriber base will grow to 2.5-3.0 million by the end of 2025.  
Paul Presburger
Paul Presburger, CEO, Pantaya

“In a very short period of time, Pantaya has become the destination for U.S. Hispanics seeking premium Spanish-language movies and series,” said Hemisphere Chief Executive Officer Alan Sokol. “Pantaya offers access to blockbuster movies, original, exclusive series and other premium, world-class content unavailable anywhere else. Pantaya’s success to date affirms the tremendous appetite of our audience for our unique content offering. Hemisphere plans to increase investment in content, expanding the output of series and movies, with the goal of accelerating subscriber growth and becoming a ‘must have’ entertainment option for the large and growing U.S. Hispanic audience.”

Pantaya Chief Executive Officer Paul Presburger, added, “As a result of our focus on exclusive premium content, our knowledge of the Hispanic consumer, and the breadth of our offering, Pantaya is now the industry’s leading streaming service for Spanish-speaking and bilingual consumers. Pantaya’s accessible price point, user-friendly interface and wide selection of the best Spanish-language content has led to significant growth. In the past year alone, Pantaya has increased its subscription base by 40 percent, and we believe we have significant runway for additional expansion ahead.” Pantaya, Lionsgate, STARZPLAY (the international premium subscription service of STARZ) will create a strategic content relationship that encompasses Spanish-language motion picture and television co-productions along with Pantaya’s continued licensing of Spanish-language content from Lionsgate’s 17,000-title film and television library.

In addition, of the 39 million unacculturated/bicultural adults 18+ in the U.S., 34 million are already accessing at least one streaming service, 27 million seek out shows and movies about Hispanic characters and stories, and 17 million are willing to pay for access to movies and series.

Pantaya: Subscription Based vs. Ad Based

Pantaya’s business model is based on subscriptions versus other U.S. Spanish-language video content services that are based on AVOD (Advertising based Video on Demand) like Univision’s Prende TV which was launched last week.  AVOD are accessed freely by consumers without having to pay a subscription. Univision recently bolstered its position in the Hispanic AVOD space by acquiring  AVOD service VIX, formerly known as Batanga, which offers content to millions of US Hispanics and consumers throughout Latin America.
Earlier in 2021, Univision announced plans to launch PrendeTV, designed to be the only ad-supported video streaming service created exclusively for US Hispanics, featuring free, premium, 100 per cent Spanish-language programming. (Check out this article regarding monetization of Hispanic AVOD services, including Hulu, Vida Primo and Pongalo (later acquired by VIX and now part of Univision).

Triple Lift, Receives Majority Investment from Vista Equity Partners

Native programmatic advertising platform TripleLift has been acquired by Vista Equity Partners, the private equity firm founded by Robert F. Smith.  The terms of the transaction were not disclosed but it has been reported that the transaction values TripleLift at US $1.4B.  The agreement marks one of the largest transactions in the advertising technology. sector. For TripleLift, merging with Vista allows for the firm to maintain strategy and culture, accelerate the business, and provide financial clarity for its shareholders. With 5 years of 70%+ growth, Vista is acquiring TripleLift’s growth opportunities across international and video markets, as being #1 in Native Advertising and top 3 in programmatic video. “We have developed into a leader in the advertising technology space and are excited about our next chapter,” said Eric Berry, Co-Founder and CEO of TripleLift.
Founded in 2012, TripleLift is driving the next generation of programmatic advertising by inventing new ad formats and building two-sided marketplaces that deliver monetization to publishers around the world. The company rose to prominence as the leader in Native programmatic advertising, expanded its offerings to display and video, and is now commercializing breakthrough products in Connected TV. TripleLift works with over 80% of the comScore 100 publishers, 100% of the Top 20 Demand Side Platforms (DSPs) and 100% of the AdAge Top 100 advertisers. Last year, TripleLift handled over 40 trillion ad transactions across desktop, mobile and connected television.

ID5 Raises US $6 million in Series A Funding

ID5, an independent identity solution provider, announced a “series A” funding round of $6 million. Alliance Entreprendre and Progress Ventures join existing lead investor 360 Capital Partners to support ID5 in growing its privacy-first identification service for the benefit of the whole digital advertising ecosystem. ID5 will use the funds to expand its operations globally, focusing on the US market. The company will invest in its technology infrastructure, further develop its products and grow its team. Since its launch in 2017, ID5 has been working towards the creation of an efficient identification infrastructure that supports media owners and respects users’ privacy choices. The technology has been adopted by hundreds of publishers and ad tech platforms globally, enabling ID5 to boost its global reach to over 600 million consumers daily and increase the value of its Universal ID service. According to Kristina Prokop, CEO and Co-founder at Eyeota “Rebuilding user identification with a privacy-first approach is a necessary step for the digital advertising ecosystem. As a partner of ID5, we are supportive of their efforts to lead the change for the industry.” “Closing this round now, in the wake of recent announcements by Google and Apple, is a strong signal sent to the market that there are alternatives to the Walled Gardens” says Mathieu Roche, co-founder and CEO of ID5. “We have seen tremendous adoption of Universal ID, our cookie-less identification service, by publishers and ad tech platforms. The backing of leading US and European investors gives us further means to achieve our ambition to become the global ID infrastructure powering digital advertising.“

Purpose driven community engagement and marketing is a big imperative for Corporate America. Houston headquartered national mortgage Lender Envoy Mortgage just initiated the Gift of Home program, an example of a brand that does the talk and the walk when it comes to corporate social responsibility and diversity. Erin Schwartz, Corporate Communications Director at Envoy Mortgage, explains to Portada how the Gift of Home program works and her overall approach to community engagement.

 

Erin Schwartz, Corporate Communications Manager at Envoy Mortgage
Erin Schwartz, Corporate Communications Director at Envoy Mortgage

Corporate Social Responsibility should not be taken lightly by corporations, particularly in times of COVID-19. Houston headquartered Envoy Mortgage, a top 100 national mortgage lender, is acting accordingly and recently introduced the Gift of Home program through which it will gift 50 households across the U.S. up to $150,000 in mortgage assistance, including taxes, as part of this program designed to show gratitude during a challenging time for customers. Through June 2021, Envoy Mortgage will randomly select 50 of its customers from across the country to receive one month’s mortgage payment and tax assistance. The recipients will be announced by surprise from market to market.

“Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.” Erin Schwartz, Corporate Communications Director at Envoy Mortgage, based in Houston, tells Portada. Schwartz, who leads all internal and external communication functions for Envoy’ Mortgage, adds that “when the pandemic hit many sectors were deeply impacted. There was a lot of uncertainty in financial services and mortgage services. However, lower interest rates did very well for the real estate industry. So we decided to give back and do something for people suffering in the pandemic.”

To ensure the greatest good, Gift of Home recipients are customers who play essential roles in their communities To select recipients Envoy Mortgage looks into two subsets of its customer database: Borrowers of VA (Veteran Loans) and FHA Loans (Loans that have a federal assistance). Within these two subsets they looked for first responders, nurses, educators and small business owners and their employees. Recipients are mostly in urban areas or within 30 miles of urban areas nationwide throughout Envoy Mortgage’s footprint of 130 branches nationwide .

Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.

Community Engagement: Hispanic and African-American

Josue Rios Gift of HomeThe program officially launched in Envoy Mortgage’s hometown of Houston, where the company surprised Josué Rios, a firefighter from Mexican descent, who contracted COVID-19 while working on the frontlines. Envoy Mortgage is making all of Mr. Rios’ mortgage payments, January through December 2021. “2020 was a challenging year, not only for my family, but also for so many others in our community. I’m overwhelmed and so grateful to be receiving the Gift of Home from Envoy Mortgage,” says Rios, who works at Fire Station 83. “This is life changing and means the world to me and my family.”

There are three Hispanic winners so far. The third winner was announced last Wednesday March 10 when Sandra Velasquez, a local Senior patient representative at the Children’s Pediatrician & Associates, COVID survivor, mother of four, head of HH, from Salvadorian origin in the DC area was surprised and delighted with Gift of Home from Envoy Mortgage, gifting her a month of her home loan mortgage payment including taxes. According to Schwartz, particularly Hispanics and African-Americans  are a great target for the Gift of Home program as well as for Envoy Mortgage’s  overall community engagement strategy which includes consumer education virtual seminars that educate about different mortgage programs whose down payment requirement is below 20%. Diverse population segments are particularly underrepresented in the real estate industry. This is not the case at Envoy Mortgage: 17% of Envoy team members identify as Hispanic, 15.71% of loans funded in 2020 were to borrowers that identified as Hispanic or Latino in their application. The Hispanic borrower average funded home loan amount was US $242,317.

Community First Communication Approach

Schwartz notes that Envoy Mortgage is a community first organization. “Being involved in our community is just part of our DNA. Our customers are our neighbors. Despite our advances in technology, people want to talk to other human beings. We are a high touch organization that wants to be involved with real persons.  This is our secret to ensuring our customers love their mortgage experience.” 

The recipients also become informal spokespersons and ambassadors and are interviewed on the radio and other local media outlets.

The microsite https://giftofhome.envoymortgage.com/  is the cornerstone of Envoy’s outreach and
the central dashboard and repository for showcasing the program and the recipients.  “It’s all about the recipients and their stories,” Schwartz asserts. Envoy Mortgage did do a paid social campaign (Instagram, Facebook and LinkedIn) for the kick-off of the program.  However, Schwartz notes that most of their outreach is  purely organic:  “The story tells itself. We engage local team members and loan officers who feel really proud to work for a company that does so much for the community. The recipients also become informal spokespersons and ambassadors and are interviewed in the radio and other local media outlets.”
The community engagement initiative has obtained a substantial amplification on social media. From January 12, 2021 to March 1 the Gift of Home initiative has garnered 1,169,509 impressions, 455,163 video views and 63,410 engagements

The Gift of Home community engagement program will run through the fall when it will be culminated with another grand winner. It is planned that there also will be a program during the holiday season every year.

Desafíos GlobalesCNN Audio and CNN en Español announced the launch of ‘Desafios Globales’, a new weekly podcast in which CNN en Español José Levy analyzes current world events and shows how their repercussions affect the global balance of power.

Levy, with more than 30 years of experience of international reporting for CNN, will summarize the most recent events in our “global village” – the painful conflicts, the diverse stories of world leaders, the race between science and the virus, the ongoing struggle for peace and the pursuit of a brighter future.

Join José Levy every Friday, and make sense of our shared “Desafios Globales.”

The first episode is now available across CNN Audio digital platforms, on mobile devices via the CNN app and all other podcast providers. Subsequent episodes will be released every Friday.

The CNN en Español business unit is responsible for several multi-media platforms geared towards Spanish-speaking audiences around the world reaching 62 million households. These platforms include CNN en Español, a 24-hour cable news network for Latin America, Mexico and the U.S., as well as CNNEspanol.com and CNN en Español Radio, and CNN en Español on Twitter, Facebook and Instagram. The CNN en Español brand offers multiple platforms to Spanish-speaking audiences of the Americas.

 

Impremedia has acquired the food and recipes sites Comedera.  Comedera joins Impremedias’s family of news and lifestyle brands.

comedera
Iván Adaime, Chief Executive Officer, Impremedia.

“We are excited to bring Comedera into the Impremedia family,” said Iván Adaime, Chief Executive Officer, Impremedia. “We know Hispanic consumers are increasingly looking online for cooking solutions to make their lives easier and better, and this acquisition provides us an ideal way to address this growing opportunity.”

“Latinos are known for celebrating around the table with family and friends. We don’t organize any event where food is not involved. On top of that, in our daily lives, we also enjoy food, and we are increasingly concerned about the ingredients and the choices we make in the kitchen”, Rafael Cores, Impremedia’s VP of Content, said in a statement.

“We know how important, rich and diverse the culinary experience is for our target audiences,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space, to everyday family cooks and new foodies.”

Comedera is a site for families and everyday cooks, with a history as one of the original food blogs. It was created by Madrid-based web entrepreneur and photographer Daniel Noboa, who launched it in 2012 and made it grow into a website that reaches millions of users every month.

Impremedia has a proven track record of building and scaling quality content brands. I’m thrilled that the site that I founded is ready to go to the next level,” said Daniel Noboa, founder of Comedera.

“We see a big opportunity in the food space. We will be investing in improving our recipe base while also getting in other food-related content areas,” concluded Adaime.

Last year impreMedia launched vertical sites Siempre Auto (Automotive) and Solo Dinero (Finance).

Music and Multicultural Marketing play an important role in Cadillac’s marketing,  Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer  tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.

In 2017 Cadillac received a  US $12 billion product-investment pledge to reinvigorate the brand and in early 2019 the General Motors brand named Debora Wahl as Cadillac’s global chief marketing officer. In 2019 Cadillac sales increased 1,1 % to 156,246 unit. The results represent the first annual increase in sales volume that the luxury brand has experienced in the American market since 2013. Music Marketing and Multicultural Marketing play an important role in Cadillac marketing overall and growth. That is why we

Advertising in 2021
Alexis Kerr, Cadillac

interviewed Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac.  “Music continues to be at the foundation of our efforts,” Kerr asserts. As an example she mentions the Cadillac LYRIC,  an electric crossover to be produced by Cadillac which will be available for purchase in the first half of 2022. According to Kerr, “with the introduction of LYRIC, we have appreciated how the world has embraced Cadillac by mentioning it in over 3,600 songs. Music is also something that crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.”

Music crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.

Portada LiveCadillac’s Alexis Kerr will be participating in Portada Live on March 24, our exclusive knowledge-sharing and networking event for brand marketers. She will be speaking along with other brand leaders on the topic of “Targeting Multicultural Consumers at Scale”.

 

Cadillac Marketing: Heavily Leaning into the Hispanic Community

Asked about which activations Cadillac is planning in 2021 in the multicultural space, Kerr answers that  “In 2021, we are leaning in heavily into the Hispanic community. We are fully engaging and focusing on properties we currently support. Hispanicize is a great example of a partnership that offers an activation as well as media buying opportunities. A few other media partners that we support that have our audience are Telemundo, Estrella, Unimas, Hulu Latina, Univision, Xandr Direct TV. We buy Hispanic Addressable TV to ensure a 1:1 at scale approach. Overall, we have an audience-first approach, we ensure that we leverage media companies that are Hispanic-owned.”

We buy Hispanic Addressable TV to ensure a 1:1 at scale approach.

Cadillac MarketingBrands are under increasing pressure  to invest in media properties that support truth-based journalism and diverse communities.  So is Cadillac’s Marketing. Yet, these media properties may not have enough reach to justify a media spend in ROI terms. What is Kerr’s view on this? “We have found creative ways to nurture our Multicultural media partners to ensure they serve us in various different ways vs just ROI.  Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”

We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. 

 

Hispanic content company Impremedia is launching  Siempre Auto: a digital destination specialized in cars and the automotive industry aimed at the Hispanic community living in the United States.  Hispanic car buying habits support the launch as Hispanics are aware of 10-20% fewer car brands than the general U.S. population, according to Nielsen.

Siempre Auto
Rafael Cores, VP of Content, Impremedia

Automotive marketers targeting Spanish-language car buyers in the U.S have a new vehicle to reach Hispanic car buyers at Siempre Auto. Siempre Auto offers specialized information about cars in Spanish. The content seeks to help readers to make the best decisions regarding their mobility needs. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “The reader always comes first. We provide the right information to suit the consumer’s needs: whether that is buying or selling a car, doing maintenance work on your vehicle, or staying updated with the news in the automotive industry.”

Over the past decade, the market of Hispanic car buyers and owners has undergone high growth and now comprises a very lucrative segment for the auto industry.

Siempre Auto: Targeting Hispanic In-Market Car Buyers

Ivan Adaime-ImpreMedia
Ivan Adaime, CEO, Impremedia

Over the past decade Hispanic car buying habits have undergone high growth and now comprise a very lucrative segment for the auto industry. “Despite that fact, there is no modern digital publication serving the needs of the Latino community:  Siempre Auto will fill that gap,” says Iván Adaime, CEO of Impremedia. Adaime tells Portada that “out of the top 10 advertisers at Impremedia there are several automotive companies on top of insurance companies.
Adaime notes that “data shows that 92% out of the 17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months. And this trend is fueled by more affluent Spanish-dominant Hispanics”. Impremedia mostly targets the Spanish-language market in the U.S. In fact, Adaime earlier this year told Portada that he has not seen the model of publishing in “english with cultural nuances working at scale.”

17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months.

Hispanic Car Buying Habits: Less Car Brand Awareness

Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian American – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “Automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. But when purchasing a vehicle, Hispanic and Black shoppers consider six to seven brands by the time they’re ready to buy. This represents two more brands compared to Asian Americans and non-Hispanic Whites. Hispanic and Black shoppers are more receptive to advertising efforts even if a brand wasn’t top-of-mind in the first place.” The reports adds that “Omnichannel advertising is essential for reaching multicultural consumers. Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.

Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.

According to Impremedia’s Adaime, “Hispanics’ finances dictate pragmatism, that could mean buying used cars or being very practical and price-conscious when buying a new one. We also know that Hispanics over-index for being in buying mode and thinking about making a car purchase in the near future.”

More Targeted Publications in the Pipeline

“Siempre Auto joins our vision of continuing to provide quality content targeted to the interests of different readers in a digital format and is our latest but not last addition to our lifestyle brands,” added Adaime. Impremedia recently launched Solo Dinero  a site targeting audiences and advertisers in the financial category.

New publications will be added in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and a lack of publishers serving those audiences.

“We are planning to launch new publications in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and, on the other hand, a lack of publishers serving those audiences. In this regard, the next few months are going to be pretty busy for us,” Adaime concludes.

While the option that celebrates and promotes the diversity of our country won, the election result shows a very divided citizenship. Purpose Driven Marketing: Two things  to know. 1.: Brands need to allocate a larger amount of their media spend to media properties that invest in professional journalism. 2:. The Total Market Approach makes even less sense in this environment.

1. Challenge: Social Media’s Harmful Role Spreading Entirely Fabricated Content

The spread of entirely fabricated  partisan content presented as factual through social media is very harmful to a functioning democracy. Evidence abounds: According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Separately about two-thirds of Americans (64%) say social media have a mostly negative effect, according to a  Pew Research Center Survey.

Solution: Purpose-Driven Marketing; Brands Invest in Professional and Trustworthy Media

Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. 

Rafael Cores
Rafael Cores, VP, Digital Content, Impremedia

Rafael Cores, VP, Digital Content at Impremedia tells Portada that “the vote has always been polarized, what perhaps is new is that there is more divisiveness so that one side that does not understand the other.” Cores emphasizes the value of strong editorial guidelines and professionalism:  “At Impremedia our editorial line has always been that  we are on the side of our community. We analyze carefully the policies that impact a majority of the Hispanic population and we report the attacks this community receives regardless from whom they are coming from. We try to provide information that is based on facts and not on opinions or false assertions.”

We try to provide information that is based on facts and not on opinions or false assertions.  

Independent professional journalists need to play a much more important role in providing facts and content to decision making (votes) citizen. Truth seeking journalism must be a value that unites America. However, the cost of professional content and news production and distribution is very high making the running of a profitably operated property a very challenging proposition, but for very few companies (e.g. The New York Times and The Washington Post) as tech powerhouses Google, Facebook and Twitter command more than 80% of the digital ad market.   In other words, we are talking about what economists describe as a market failure in the form of  free market outcomes that result in an uninformed citizenship. Purpose-driven brands can solve this by investing a larger part of their media mix in professionally managed media properties that are trustworthy. Consumers should reward these brands by buying their products and services in a similar way that they reward them by speaking out against racism (e.g. more than 35% of consumers aged between 19 and 26 years have  stopped shopping from a brand that has not spoken out against racism according to a survey by Oberland).

Consumers should reward brands who buy media in professionally managed properties in a similar way that they reward them if brands speak out against racism.  

2. Challenge: The Total Market Approach Is Useless

As expert Dan Goldgeier asserts, a divided country means a divided audience for marketers. That is certainly also the case in multicultural marketing. According to the Associated Press, 63% of Hispanics voted for Biden and 35% for Trump. For Muslims the split was 64/35 and for Catholics 49/50. With the exception of African Americans (90/8), a substantial political divide is always present when marketing to different multicultural segments. The Total Market Approach, understood as an overall marketing strategy that includes diverse segment considerations, too often produces fully integrated cross-cultural approaches based on “common denonimators” that ultimately sterilize  campaigns that fail to engage the target consumer. One key condition for effective purpose-driven marketing is that marketing communications successfully engage their target audience. That does not happen in most Total Market Campaigns.

 

Larissa Acosta
Larissa Acosta, Segments Team Leader, Integrated Marketing, Wells Fargo

Solution : Segment Based Marketing Leading with Diverse Insights

“The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target,” Larissa Acosta, Segments Team Leader, Integrated Marketing at Wells Fargo, tells Portada.

The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies.

“Effective Marketing is about people and relationships. The more we focus on the consumer, their needs their wants, the greater are our opportunities to affect business outcomes. In key categories including financial services diverse consumers represent the engine growth. Multicultural audiences represent 3.2 trillion in spending power. Smart marketers who really understand the business opportunity will seek ways to lead with diverse insights,” Acosta concludes.

The news that Entravision is  purchasing Cisneros Interactive marks another chapter in the consolidation of the U.S. Hispanic and Latin American digital media space. Six questions and answers: Acquisition price? The rationale for the transaction? How Entravision is substituting off-line revenue losses with digital gains and more…(This article has been updated on December 17, 2020 with new insights from industry sources).

Entravision and Cisneros just announced that Entravision has acquired a majority stake in Cisneros Interactive. 6 things to take into account about the transaction and what it says about the multicultural and Latin American digital marketing sector.

1. Entravision purchases Cisneros Interactive: What is the price of the transaction?

Entravision Cisneros Interactive AcquisitionNeither the price of the transaction nor the size of the stake of Entravision in Cisneros Interactive was disclosed (other than it is larger than 50%) UPDATE:  According to our sources, the transaction did reflect a full cash-upfront payment with remaining strong incentives to deliver stronger results over time. Moving forward both Grupo Cisneros and Entravision will run the business based on agreed operational and financial standards within the compliance required as a public entity. 

A full cash-upfront payment with remaining strong incentives to deliver stronger results over time.

2. What is Entravision buying?

Currently, Cisneros Interactive’s portfolio consists of six initiatives:

Representations: Facebook’s Authorized Sales Partner in Latin America: Cisneros Interactive is Facebook’s strategic partner in Latin America, at this moment with presence in 9 countries (Ecuador, Paraguay, Bolivia, Uruguay, Panama, Guatemala, Costa Rica, Dominican Republic and Puerto Rico). Cisneros Interactive in these markets offers advertisers and ad agencies local selling efforts support, agency training and local credit and payment. Cisneros Interactive also has sales partnerships in some Latin American markets with Linkedin and Spotify with which it reaches 17 markets.

– UPDATED: Digital Audio:  Cisneros Interactive fully owns Audio.Ad, perhaps the largest digital Advertising network and the only Audio DSP in Latin America (Audio.trade). It additionally has the exclusive representation in Latin America of large audio publishers such as Tunein, PRISA’s programmatic inventory, Deezer, and podcast-giant Wondery. This unit has direct and strong synergies with AudioEngage, which is Entravision´s own digital audio network. 
– Mobile Video.  Cisneros Interactive has a mobile video platform spearheaded by its JustMob business unit which also holds a strong alliance with Unity, the global mobile platform provider and with presence throughout 16 countries in Latin America.
All Cisneros Interactive employees will remain with the company, with Victor Kong continuing as Chief Executive Officer, based out of Miami. Carlos Córdova will serve as COO of the company and head of all digital audio units. 

3. What is the rationale for the transaction in the U.S.?

Major drivers are to obtain critical mass, more marketing muscle and economies of scale.  Portada estimates,  that digital advertising in English-language media targeting Hispanics (predominantly the LatinX market) rose to US $1.07 billion in 2019 (check out our recent Insights Report  How brands engage U.S. Hispanics: New segmentation approaches). At least 80% of that amount is sold by Google and Facebook, leaving approximately  US $210 million for other companies. Portada also estimates that advertising in Spanish-language digital media targeting Hispanics in the U.S. lied at US $350 million in 2019, with approximately US$ 70 million for non-Google/Facebook players. In the U.S. Hispanic market the main second tier players are Univision Interactive,  NBC Interactive, Pandora and Spotify. Entravision digital revenues in the second quarter of 2020, were US $11.4 million. With the Cisneros Interactive acquisition and other acquisitions Entravision is attempting to step up and become a major player in the fifth of the market that is not dominated by Google and Facebook.

With the Cisneros Interactive acquisition  Entravision is attempting to step up and become a major player in the fifth of the digital ad market that is not dominated by Google and Facebook.

If you add the fact that despite all the “diversity marketing” talk during COVID-19 there have been stronger declines in digital ad volume in the U.S. Hispanic advertising market than in the general U.S. market (e.g. CEO Walter Ulloa mentioned during the second quarter conference call that digital revenues were $11.4 million, which represents a decrease of 32% versus the same period last year), the need for consolidation through an Entravision Cisneros Interactive acquisition is imperative.

and Latin America?

The expanding Latin American digital media market is dominated by Google and Facebook who get at least 80% of the sales volume.  The remaining sizable players are ad rep company IMS and video marketer Teads, and perhaps Spotify. Beyond these players, and some strong national market media, it can be said that there is no more “middle class”  in the Latin American and U.S. Hispanic markets.  Hence, the need of medium size players like Entravision and Cisneros Interactive to integrate.

There is no more ‘middle class’ among digital media properties targeting  Latin Americans. Google and Facebook origin more than 80% of the market volume.

 

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4. Entravision Cisneros Interactive acquisition: Are both companies complementary?

By and large they are, as Cisneros Interactive has a strong footprint and client base in Latin America, it serves over 4,700 brands and agencies each month, and Entravision Digital in the U.S. There are some overlaps like Cisneros Interactive Audio Advertising company Audio Ad and Entravision’s Audio Engage. Although, the press release states there will not be personnel changes, some cost saving rationalization in some units going forward may make sense.

5. How is Entravision expanding its digital business?

Entravision Cisneros Interactive Acquisition

For a number of years Entravision has worked on a digital strategy to meet market demand. In  2017, Esteban Lopez Blanco, at the time Chief Strategy Officer at Entravision told Portada  that he “expected a growth rate of the digital business of more than 40% for many years to come.” At the time he estimated the share of digital revenues in Entravision’s overall revenues to climb from 20% to 30% by 2019 or 2020. UPDATED: For 2021, Entravision expects the ratio to be above 50% of revenues.

Earlier this year, Entravision announced the launch of Entravision Digital , which consolidates its business units in the US and abroad and marketing technology businesses under the Entravision brand.  The company has worked over the past several years to  build a portfolio of digital assets that possess digital reach, data insights and creative and programmatic capabilities.  Entravision made its first foray into ad-tech when it bought Pulpo Media for US$ 15 million in 2014. In 2017 it bought Argentinean Martech company Headway , for a price insiders claim to lie between US $30 million and US $40 million, Headway includes  AudioEngage, a digital audio advertising platform; ScrollerAds, an optimized video advertising marketplace; DataXpand, an international data management platform and audience marketplace with consumer insights.
Entravision later bought Smadex, a programmatic, mobile-first, DSP services provider.

6.  Does digital growth at Entravision compensate for off-line declines?

In the short term the answer is no, because right now all revenue types are declining at least in part due to the COVID-19 pandemic. The share of digital revenues on overall revenues was of 25.3% according to Entravision’s second quarter 2020 financial results.  By far the largest part of Entravision’s revenue base is broadcast advertising (TV and Radio) which even before COVID-19 was having year on year revenue declines of at least 10%.  In the words of CEO Walter Ulloa, those declines got bigger with the advent of COVID-19: “Television revenues in the second quarter were down 29% to US $27 million, compared to the prior year period due to the pandemic. National television advertising revenue was down 25%, while local advertising revenue was down 43%. Audio revenues were down 53% during the second quarter, compared to the prior year. Local revenues were down 52%, while national revenues were down 54% in the quarter.” For Q3 2020 In early August, Entravision’s Q3 television advertising business is pacing minus 8%, our radio business is pacing minus 34%, and our digital businesses are pacing minus 18% versus the third quarter of 2019.

For 2021, Entravision expects digital revenues to lie above 50% of overall company revenues.

Walter Ulloa, CEO Entravision, mentioned during the second quarter 2020  financial results conference call on August 4 that  Entravision’s overall revenues decreased 35% to $45.1 million in the second quarter. Consolidated operating expenses were down 24%, and consolidated adjusted EBITDA was down 86% to $1.7 million, compared to $12.6 million last year.

The jury is still out on whether in the long term digital growth will compensate for the secular decline in off-line revenues, but inverstors are not betting on it:  If You Had Bought Entravision Communications’ Shares Five Years Ago You Would Be Down 79%, financial analysts at Simply Wall Street recently wrote.  But then stocks also turn-around.

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