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Hispanics

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What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to an AlphaWise/Morgan Stanley survey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.

 

  • Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).

 

  • According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.

 

  • A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.

 

  • Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).

 

 

 

 

What: We talked to Adsmovil’s Alberto Pardo about the main challenges and recommendations to reach Hispanics effectively through mobile.
Why it matters: Hispanics are a hugely important part of the U.S. population, and communicating successfully with them demands a holistic understanding of the consumer’s identity and behavior.

You would have to be living under a rock not to know that Hispanics are an important part of the U.S. population. In fact, 18% of Americans are of Hispanic origin, and about 38 million speak Spanish at home. Nielsen expects Hispanic buying power to reach US 1.8 trillion by 2021, and it continues to rise in the FMCG market.

It is also no secret that Hispanics over-index in smartphone ownership, mobile usage and data consumption, which is why mobile marketing is an important tool to reach them, even if sometimes it can sound challenging. We talked to Alberto Pardo, founder & CEO of Adsmovil, and member of Portada’s Council of the Americas, about the key challenges of mobile marketing to Hispanics, and the ways in which new technologies can help…, or complicate things even more.

New Technologies Have Greatly Changed the Ways to Reach Hispanics

With the advent of new technologies surrounding the era of mobile phones and apps, it’s crucial to have access to the right tools, such as an SDK or Software Development Kit. An SDK is a set of tools that allow the creation and enrichment of applications.

“With an SDK we can tell the app ecosystem of a device. It allows us to create audience segments based on the apps a user has installed on his/her phone and target ads accordingly,” comments Alberto Pardo. “Also, with a diversity of Hispanic mobile web publishers and content, we can fully build custom audiences, derived entirely from mobile behavior, personalization, and intelligence.”

You Should Look at a Holistic Picture of the Consumer, but How Will You Know They Are Hispanic?

“Looking at a holistic picture of consumer context is key,” asserts Pardo. “The content they love, ads engaged with, places they go, keyword searched, content category frequented, app or site name domain, the app installed, language preference, etc.” As he explains, there are a number of ways of finding out if a consumer is Hispanic:

  1. If the language settings are in Spanish and if they have Hispanic apps installed on their phone. Based on the Spanish language content the user is consuming via mobile web or in-app.
  2. The location also plays a part: “We can determine that a Hispanic has been to a Latin supermarket, for example, and how often she frequents the location,” explains Pardo.
  3. “We can predict who is a Hispanic mom if she has been to an elementary school twice a day, 5 days a week (Monday to Friday). Adsmovil can analyze where the person has been (instead of where they are),” he adds.

Challenges of Reaching Hispanics Through Mobile

The first issue when trying to reach Hispanic at scale, says Pardo, is the lack of variety when it comes to high-quality Hispanic publishers in the U.S. “That’s why it’s so important to work with partners that count with a huge portfolio of publishes in the Spanish language, with the technology to properly target the right audience and an understanding of the Hispanic market.”

Not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.

Moreover, he explains, it’s important to understand that Hispanics have a very strong cultural identity, with many variations according to each region. “We have an amazing team who truly understand this market because they came from this market, and being able to reach each sub-Hispanic subgroup is essential when it comes to targeting Hispanics.”

The last challenge he mentions is protecting the brand’s image as advertising gets increasingly difficult in the U.S. “Many brands resort to blocking keywords that are an exact translation from English to Spanish, but that doesn’t necessarily work; not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.”

Remember: Not All Hispanics Are Created Equal

It’s important to target Hispanics according to their country of origin, and there are also a number of ways to do this. “We can target based on the content they are reading and consuming,” explains Pardo. “Hispanics frequently read Spanish content on sites and apps from their country of origin, such as Televisa or Tv Azteca for Mexicans, El Tiempo, Caracol or RCN for Colombians, etc.”

Another thing Adsmovil does is looking at the keywords they search. “Young Hispanics usually speak Spanish with their parents or text keywords of specific Hispanic ingredients or food. For example, the word “Beans” can be spelled very different based on the country of origin: caraotas in Venezuela, frijoles in Colombia and Mexico, chicharos in Republica Dominicana, porotos in Argentina and Chile, etc.” Then, according to the word they search, there’s a way of knowing where they’re from.

Finally, as Pardo mentions, it is necessary to adapt creatives according to level of acculturation as well as country of origin. “For example, we’d target second-generation Hispanics in English, an unacculturated Hispanic with a Spanish ad; or we’d add some Mexican flavor and keywords to an ad that will be targeting Mexicans, but we would never use the same ones for a campaign targeting Argentineans.”

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

Which video platforms do US Hispanic users prefer? What types of content do they provide? Does gender play a role in audiovisual content preference? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.

100% of US Hispanic users consumed audiovisual content through Google sites in the reporting period.

Source: comScore Video Metrix, US Hispanics-Spanish Primary Language, Work & Home, PC/Laptop Only, Type of Video: Total, February 2016, 2+Total Unique Viewers (000)
    Total Internet:4,999
    Top 10 Video Properties
1    Google Sites4,976
2    Facebook1,662
3    VEVO1,502
4    BroadbandTV1,259
5    Warner Music1,010
6    Yahoo Sites933
7    Comcast NBCUniversal721
8    Microsoft Sites714
9    ZEFR601
10    Vimeo595

Although Facebook ranked second on the list, in percentage terms it attracted 33% of users (three times less than Google sites).

Fifty percent of users chose to watch music videos through VEVO and Warner Music (reflecting users’ interest in this type of content).

Audio-visual content produced by YouTube personalities also appears to be one of the most prevalent interests among US Hispanics, which is reflected in the fact that 25% of unique visitors consumed BroadbandTV content.

Yahoo, ranked sixth, attracted 19% of users interested in video, while Comcast NBCUniversal (owned by the NBC network) attracted 14% of users.

Microsoft sites, ranked eighth, came in slightly below Comcast in terms of percentage of visitors.

ZEFR, the video advertising platform, drew 12% of all Hispanic users in the reporting period.

And finally, Vimeo, the video social network, came in last in the ranking, with 12% of users.

Viewing habits among Hispanic women

In general terms, viewing habits among US Hispanic women were similar to those of the overall population, except for the last two spots in the ranking. Specifically, it appears that women in this market segment are particularly interested in viewing content generated by YouTube personalities, with 21% of these users visiting the Maker Studios and Fullscreen platforms during the period reported.

Source: comScore Video Metrix, US Hispanics-Women-Spanish Primary Language, Work & Home, PC/Laptop Only, Type of Video: Total, February 2016, 2+Total Unique Viewers (000)
    Total Internet : Custom Target2,027
    Top 10 Video Properties
1    Google Sites1,905
2    Facebook629
3    VEVO564
4    BroadbandTV428
5    Warner Music374
6    Yahoo Sites330
7    Comcast NBCUniversal270
8    Microsoft Sites258
9    Maker Studios Inc.221
10    Fullscreen Media Network209

Which websites do US Hispanics prefer? What activities do these sites allow them to do? Does gender play a role when it comes to choosing online media? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.

85% of US Hispanic users visited Google sites in the reporting period.

Source: comScore Media Metrix, US Hispanics-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet:4,999
    Top 10 Properties
1    Google Sites4,226
2    Microsoft Sites3,135
3    Facebook2,839
4    Yahoo Sites2,626
5    Amazon Sites1,405
6    Apple Inc.1,015
7    AOL, Inc.988
8    Comcast NBCUniversal932
9    eBay782
10    Wikimedia Foundation Sites671

Microsoft sites came in second, chosen by 63% of unique users.

The production and consumption of content are important activities for US Hispanics, who also gravitate towards Facebook, which ranked third with 57% of users.

The Yahoo and AOL portals together attracted 73% of unique visitors, which would indicate a certain level of user interest in consuming general information.

E-commerce occupies a considerable place within the habits of Hispanic users—Amazon and eBay collectively received 44% of unique visitors.

Apple, the only site dedicated exclusively to vertical technology, ranked sixth with 20% of unique users.

Almost 20% of users view NBC’s television content, which placed Comcast in eighth place in the ranking.

Rounding out tenth place were the Wikipedia sites, which reflect some “encyclopedic” interest among 13% of users.

What Women Want

Female site usage was consistent with overall user preferences, with the exception of vertical technology.

Source: comScore Media Metrix, US Hispanics-Women-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet : Custom Target2,027
    Top 10 Properties
1    Google Sites1,660
2    Microsoft Sites1,212
3    Facebook1,100
4    Yahoo Sites1,077
5    Amazon Sites515
6    Comcast NBCUniversal382
7    AOL, Inc.344
8    Apple Inc.337
9    Dropbox Sites255
10    eBay242

 

Specifically, it seems that for women, the content provided by NBC is more interesting to them than Apple products (whose site ranks eighth among female users).

Another interesting note is the presence of Dropbox, ranked ninth, which would appear to indicate a higher interest in file than e-commerce (eBay), ranked tenth.

As for Wikipedia sites, which occupy last place in the general ranking, they do not appear at all among the sites favored by female users.

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Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packard sent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.

So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.

How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?

Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.

Do Smaller Segments Require Smaller Efforts? 

Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo PROG 2 (21)Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”

But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.

Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,”  they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”

Misconceptions, Arbitrary Budgets Are a Disservice

An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.

On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.

What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.

Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.

Full-Service Agencies Struggle to Adapt to Current Landscape

Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”

“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an PROG 2 (15)argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.

Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”

Ensuring Authenticity While Adopting to Changing Consumer Landscapes

Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.

Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”

PROG 2 (22)She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”

Brand and Agency Collaboration Key to Success

Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”

In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.

Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”

The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?”
MODERATOR:
Zachary Rosenberg, President, Milner Butcher Media Group
PANELISTS:
Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
Alejandro Solorio, Hispanic Marketing Director, Comcast
Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola
Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV
Description:
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying
REGISTER here at the online promotion price!

What: FLUVIP, an influencer marketing company, has decided to open offices in Mexico.
Why it matters: According to Sebastián Jasminoy, FLUVIP’s CEO, the influencer market in Mexico must be worth somewhere between US $15 to $20 million a year.

logoAccording to eMarketer, Mexico is the most important advertising market among the Spanish-speaking countries in Latin America, with more than US $5 billion spent on advertising in 2015. This has not gone unnoticed by FLUVIP, an influencer marketing company that uses programmatic technology to plan, implement and optimize campaigns for brands, backed up with data and analytics. It also provides influencers with a technological platform, as well as data to help them gain insights in order to get to know their audiences better and engage them in a more strategic way.

Influencers are no longer just amplifying campaigns, but also creating quality content.

“Mexico’s economy has been growing steadily over the last several years, and that, coupled with the increase in ad spending, makes it a very attractive market,” says Sebastián Jasminoy, FLUVIP’s CEO. “Additionally, the opening of the Mexican office is part of our geo-expansion plans for this year.” This plan was possible to achieve thanks to the latest round of investment that FLUVIP conducted earlier this year.

There is very little official research about influencer marketing in LATAM, but Jasminoy and his team believe that in México, it must be worth somewhere between $15MM to $20MM USD in 2016.

Portada: What kind of influencers are brands looking for when it comes to targeting Hispanic audiences?

SJ: “All kinds of influencers, with all kinds affinities and social platforms. We have worked with everything from the auto category to CPG and telecommunications. The key ingredient is the way the influencers can engage with their audience and the quality of the content they create.”

“There is research stating that 74% of marketers will use influencer marketing campaigns as part of the overall marketing strategy. We have seen a trend on the part of both brands and influencers to implement best practices in influencer marketing campaigns.  Brands are demanding more engaging and real influencers to help them gain credibility, and to certify their products and services.”

Portada: Do brands prefer local or multicultural influencers?
“In Mexico, brands prefer local influencers. In the rest of LatAm, sometimes they share multicultural influencers because of their geographic location and similar customs.”

Portada: What are you expecting to see in the influencers market?

SJ: “The content created by influencers is becoming more personalized. We are no longer seeing just the amplification of the campaign, but also the creation of quality content.”

What: We speak to Alejandro Roman Fuster, the Head of Sales Planning and Order Management at Pulpo Media, about how media planning agencies have begun to collaborate with political campaigns looking to target of Hispanic audiences.
Why It Matters: Today, both brands and political campaigns that have strategies for making use of Big Data and analytical tools for targeting win big. Roman Fuster explains why targeting a consumer is similar to targeting a voter.

In this day and age, every campaign needs a digital partner. The world is as connected as ever, and data is constantly being generated through the many available platforms users are plugged into. To capitalize on this, Pulpo Media has created tools that aid in the analysis of that gargantuan mass of ever-expanding data to create clear insight about consumer and user behavior and preferences. For better or worse, these tools have become handy for political campaigns looking to understand their voters as well.

Media Planners: the ‘Right Match’ for Political Clients?

Pulpo Media, which specializes in online Hispanic media and audience targeting, may not have originally envisioned becoming involved in political planning, but has found that its data and targeting abilities work just as well for voters as they do for consumers. Typically, brands approach Pulpo for assistance in reaching very targeted audiences through their digital properties as well as parent company Entravision’s radio stations and television channels. Part of their jobs is to stay close to advertising agencies, who often hire them to execute their campaigns for clients.

A few years ago, during commercial conversations with advertising agencies they pitched Hispanic services to regularly, agencies wondered whether Pulpo might be a “right match” for some of their political clients. It turns out that they were.

Media companies that have specialized in Hispanic targeting are finding themselves in demand in the face of a large, thriving Hispanic-American population of 50 million people. But as that population has grown, many fail to understand how much it has evolved in terms of its makeup, education, consumption preferences and behavior. This is also very true of the Hispanic voter.

The Shifting Landscape of Hispanic-American Voters

Alejandro Roman Fuster, the Head of Sales Planning and Order Management at Pulpo Media, asserts that much of Pulpo’s success has had to do with its deep understanding of the complex, varied and evolving Hispanic voterid_500x279culture. “The Hispanic population has been drifting from a first-generation consumer to a second-plus generation consumer who is much more acculturated, and understands American society much more than their parents and grandparents did,” Roman Fuster says. “When looking at these new generations, they are hybrids comfortable in both Hispanic settings and general market settings.”

Two years ago, campaigns acted like recording an ad in Spanish was enough.

When it comes to politics, it’s too easy to assume that all Hispanics care about is immigration, or that they will always vote Democrat. “Two years ago, campaigns acted like recording an ad in Spanish was enough,” Roman Fuster says. Pulpo’s love of data has allowed it to create a strategy that works just as well for political campaigns as it does for brands.

In the end, Roman Fuster believes that “voters are also consumers.” While the “data is not necessarily similar, the process is.” When a political client approaches Pulpo, a similar technique is used to develop a media proposal as the one they use for their regular clients. In both cases, Pulpo strives to develop data-based KPIs that are as specific as possible to drive the campaign. The variables can be treated almost interchangeably, as candidates and geographical regions “functions as a market, and voters are the consumers.”

Roman Fuster continues: “Political candidates, like brands, will have characteristics and must generate a representation of the voter/consumer that requires the same analysis as planning for a brand.” Campaigns know what they ultimately want: votes. But Pulpo’s job, as is that of any agency that targets specific demographics or audiences, is to find the best path to those votes.

Putting Data to Work

For its political clients, Pulpo actually does assign each traceable follower a specific cost to help measure ROI. In establishing KPIs, the team grapples with questions like whether or not it should focus on interactions with the banner or event attendance and whether or not there is time to develop complex benchmarks, or if cost-effectiveness will take front seat (sometimes political campaigns give them just 24 hours to create a plan). Instead of looking solely at Hispanics’ political leanings, Pulpo helps its clients look at transversal messages that cross party affiliations.

The audience team pulls public and private data from censuses, housing surveys and external data it pays to access. Then the data intelligent team crosses online behavior with offline behavior to identify trends and create propensity models that generate different profiles and potential buyer info within the target audience.

“The goal is to help our clients understand the power of data” in order to “construct a story” about these voters and their lives that can be used to create campaign messages that truly resonate. For example, “new voters may not be as ‘brand loyal’ as their more seasoned counterparts and even older voters are being more flexible in terms of whom they vote for,” says Roman Fuster. Younger Hispanics are completely mobile dependent and conduct almost all browsing on their phone.

Hispanic voters are now 60% bilingual and bicultural, so targeting through a Spanish-language ad may not be the best way to target them after all. This kind of data helps agencies know where their audience lives and target their messages and plans appropriately.

Leveraging Entravision’s Properties

Pulpo’s data analysis expertise is only one its secret weapons. Entravision’s 56 television stations and 49 Spanish-language radio stations are powerful tools for Pulpo in terms of granting clients exclusive exposure on platforms that are sure to reach Hispanic audiences.

When working with political clients, Pulpo can and does make use of some of Entravision’s premium programs, among them popular personalities like Eddie ‘Piolin’ Sotelo, El Erazno and Alex ‘El Genio’ Lucas. A Pulpo proposal for a political candidate sometimes includes interviews on Entravision’s different shows, accompanied by corresponding social media campaigns on the programs’ accounts. Not all agencies can offer this kind of exposure.

New voters may not be as ‘brand loyal’ as their more seasoned counterparts and even older voters are being more flexible in terms of whom they vote for.

Pulpo is just one example of an agency that is catering to the high demand for insight on Hispanic voters, and while it may have gotten a head start, others are probably not far behind, as they have undoubtedly found that they need to develop similar tools to keep up. Every campaign needs to be better, more micro-targeted, than the last, and with access to so much data, those willing to organize it have found that a miraculous level of detail can be attained in terms of what truly motivated human behavior – and voting habits.

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

U.S./U.S. HISPANIC MARKET

TV STILL RELEVANT: Companies considering shifting their budgets to online video should pay attention: recent studies by TiVo Research, companies like A&E Networks and engagement consulting firm 84.51 suggest that reducing spending on television spots has a negative impact on sales. Sales declined at 15 consumer packaged goods companies that cut their TV advertising budget by between 20% and 70%. Losses came to a total of $94 million. Of course, this study was conducted by television networks, so our readers can decide how much weight to give their studies.

COLLABORATION ON TV AND DIGITAL: Advertisers are increasingly using data about TV audiences to target their digital video buys, according to Videology. Using geographical and behavioral data from TV viewing information, digital video campaigns can target people who saw their or competitors’ campaigns on TV already, or segment audiences according to what they are watching on TV.

Verizon and Hearst Media Partners are launching a joint venture to develop digital video programming for mobile consumption, starting with a channel for young Americans living in the Midwest and the South as well as a channel focused on comedy news.

Digital video games are picking up steam, as 2016 began with record numbers for downloads. Sales of games downloaded hit a total of $6.3 billion in January, an increase of 8 percent from January 2015, according gaming intelligence firm SuperData Research.

 

PrintUNIVISION, AT&T TRUCE FOR HISPANIC AUDIENCES: Univision and AT&T got into a tizzy recently over the expired transmission deal for UniMás, Galavisión and Univision Deportes NetworkCharge, as the channels went offline last Friday. But AT&T agreed to put them back online for last night’s Democratic presidential debate, which was sponsored by Univision and The Washington Postafter Univision asked the  network to make the important event available to its 5.6 million subscribers.

FUSION GOES AFTER VIDEO: Fusion just hired Jigar Mehta, one of the minds behind Al Jazeera’s extremely popular AJ+ channel. Mehta headed engagement at AJ+, and will now become VP of digital operations at his new company, overseeing social, audience development and analytics to grow video views of the Fusion website as well as social networks.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

LAT-AM MARKET

FLUVIP, a leading Influencer Marketing company in Latin America and the U.S. Hispanic market, and Cisneros corporate divisions Cisneros Interactive and Cisneros Media recently hosted the region’s leading social media influencers in Miami, to introduce them to FLUVIP and discuss ways to connect with brands through monetization. The guest list included Alberto Mateo (actor), Lupita Ferrer (actress), Carlos Mata (actor), Alberto Mauco (TV personality), Marisa del Portillo (actress and TV personality) and Rosina Grosso (actress, model, and TV personality).

A recent study by marketing research firm GkF suggests that Latin American residents use devices like cell phones and tablets to watch video content almost as much as they consume television. The survey included residents of Mexico, Colombia, Chile, Argentina and Brazil, and was commissioned by ESPN to increase understanding of media consumption in Latin America. Television is still number one, with residents watching more than 20 hours week, but they also spend 17 hours consuming media on cell phones and tablets.

GOOGLE OPENS DOORS TO LATAM VLOGGERS: As the influence of LatAm online video stars continues to grow, Google recently invited bloggers from Mexico, Brazil and Ecuador to visit its YouTube pop-up space in Mexico to meet each other and participate in a “Creator Day” workshop focused on YouTube and engagement.

nick-1neuBroadcaster Viacom International Media Network (VIMN) for Latin America announced that it has launched the Video On Demand (VOD) premium content package Nick First through the Megacable TV Everywhere platform for free. The package will offer free content from Nickelodeon for subscribers of Megacable Play.

AVANTEL TEAMS UP WITH DIRECTV AND FOX: Colombia’s Avantel is teaming up to provide content from DirecTV’s TV everywhere platforms DirecTV Sports, DirecTV Play and FOX Play for free to Avantel subscribers. For the first year, the content will also be free for LTE subscribers. Colombia is currently experiencing difficulty with 4G adoption, as the network only covers the country’s largest cities.

 

Baseball may be America’s favorite pastime, but Major League Baseball is full of Latin American flavor, as many of the leagues stars and biggest fans are Latino. We spoke to the L.A. Dodgers‘ Spanish-Language Media Sales Manager Jesse Nuñez to discuss their targeted marketing efforts, and how they incorporate the Dodgers into the way that Latinos identify with Los Angeles.

Let’s start with some context: more than a quarter of Major League Baseball players are Latino, something that probably wouldn’t come as a surprise to most baseball fans. But what many may not know is that reaching and engaging Latino audiences is now a priority for the MLB, as they make up almost half of some teams’ fanbases.

In 2015, the League hired two agencies, Anomaly and Latin Works, for a Hispanic-focused marketing effort that resulted in ‘Aqui,’ a campaign of 30 and 60-second spots running on ESPN. At the time, Jacqueline Parks, the chief marketing officer for Major League Baseball, commented: “Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been. We are buying media and forming media partnerships to engage Latinos more proactively.” viva

Teams like the Dodgers are essential to helping the League succeed in this effort: of 3.9 million fans in attendance at Dodgers games last year, 2.1 million were Latino. So it’s fair to say that the Dodgers have been tackling the task of building long-lasting relationships with Latino audiences for far longer than the League has.

“Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been. We are buying media and forming media partnerships to engage Latinos more proactively.”

The Dodgers seek a balance of targeted marketing campaigns, sponsorship deals and community outreach in their campaigns to build lasting relationships with their current and potential Latino fanbase. In terms of traditional outreach through sponsorships, Nuñez says that targeting Hispanics this way is a priority, but that “everyone in the corporate partnerships team is well-versed in the opportunity that exists with the Dodgers’ Latino fanbase.” But to the Dodgers, the surest way to Latinos’ hearts is through their communities.

Reaching Latinos through Strengthening their Communities

Nuñez speaks more about community outreach than traditional marketing methods when discussing their Latino targeting, and the effort that the organization makes is impressive.

“Dodgers have an extensive community outreach program from within the organization directly through the Community Affairs Department, as well as through its Dodgers Foundation.” According to Nuñez, both of those entities are “extensively” involved with the community at-large, which is significantly Latino.

“These initiatives have been a part of the Dodgers outreach many years before the Commissioner viewed youth outreach as a priority to reach Latinos,” says Nuñez.

The Dodgers Foundation, run by Nichol Whitman, has implemented an impressive array of community projects, including the Dodgers Dreamfields, through which over 37 of the 50 youth baseball fields have been completed with a $5 million investment. The Dodgers RBI Program (Reviving Baseball in Inner Cities) provides youth baseball and softball coaching, education, health resources, uniforms, equipment and grants for 4,000 kids in L.A.

The team also conducts much of its outreach through the Community Affairs department, led by Naomi Rodriguez, which organizes groups like the Kids 4 Dodgers Baseball, presented with Nike to serve low-income youth and their families who have a hard time paying to attend games. These families receive tickets, transportation to and from the stadium, “Dodger Dollars” and a t-shirt. This program helped over 20,000 kids last year alone.

“We want to emphasize all of the magical things that happen in and around the game. We’re trying to capture the idea that Latinos in the U.S. have an opportunity for greatness ‘aqui,’ here, with Major League Baseball.”

Nuñez comments: “The Department also runs and manages the Dodger Alumni and Current Player Programs through which Dodger Greats from past and present serve the community by speaking to youth groups, conducting clinics and visiting hospitals and other care facilities.”

Mi Casa Es Su Casa

The MLB and Dodgers’ focus on Latinos all boils down to making them feel welcomed and at home with baseball. “We want to emphasize all of the magical things that happen in and around the game. We’re trying to capture the idea that Latinos in the U.S. have an opportunity for greatness ‘aqui,’ here, with Major League Baseball,” LatinWorks President & Chief Creative Officer Sergio Alcocer said.

Nuñez highlights that Los Angeles’s Latino community is not only large, but mixed. Some have grown up in Los Angeles, some are more recent transplants. Some have grown up with baseball fever – either in or out of Los Angeles – and some haven’t. The Dodgers wants to embrace them all.

“We are beginning to capture the folks that perhaps didn’t have a strong baseball heritage in their country of origin as they become more acculturated as Latinos in the first, second and third generations,” says Nuñez.

“The affinity to the team is very much a part of the fabric of what it means to be a Latino in Los Angeles, and as families transition from immigrants to residents they become a part of that fabric, and as such, their interest in the Dodgers becomes more and more solidified.”

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With the third-largest audience in Super Bowl history, Super Bowl 50‘s pre and post-game digital stats revealed interesting insight on how the Big Game’s audience is evolving, as the build-up to the game is now almost as important as game day itself. Streaming viewership was at its highest ever, Facebook and Twitter generated less game-related activity than last year and Instagram got in on the Super Bowl video content bandwagon.

descarga

Pre-Super Bowl Tallies

  • There was a huge jump in social media activity in the final 48 hours with 3.7 million social actions explicitly related to Super Bowl 50 ads and teasers across Facebook, Twitter, YouTube (likes, comments, tweets, shares, etc). That is a jump of over 2mm from Friday.
  • Pokemon, Hyundai and Heinz generated the most organic digital activity (details below), while Doritos, T-Mobile, Bud Light and Amazon each deployed different tactics to gain reach and some momentum heading into the big game.
  • On TV: An estimated US$1,244 million has been spent on 3,207 national ads. All told, paid and earned television airings of Super Bowl ads and teasers have amassed 404.5 million TV impressions. Bud Light (104.2 million) is owning the lion’s share of the impressions.
  • The race for online views is being led by Hyundai (52.3 million), Budweiser (29 million) and Wix (27.9 million), all of which are investing in getting their ads seen on YouTube and Facebook. Of the 404.6.8 million views so far for all Super 50 ads and teasers, iSpot.tv estimates 117.1 million are organic or unpaid. Of note, Hyundai has spent to generate 33.9 million views on this teaser.
  • Earned TV impressions before ads are inserted: Some Super Bowl 50 ads and teasers, despite not running in paid ad slots, have generated significant impressions from replays on news and entertainment programs. Before paying to officially air an ad on national TV, Amazon Echo has generated 10.8 million TV views, followed by Audi (10.3 million), SoFi (9.7 million), TurboTax (9.7 million), Hyundai (9.4 million), and MINI USA (8.8 million).

Post-Game Highlights

Now that the game is over and the trophies have been handed out, the digital stats are in, and they do not disappoint.

  • The game generated 200 million posts, comments or likes on Facebook during the game and 3.9 million Tweets during the halftime show featuring Coldplay, Beyonce and Bruno Mars. 
  • While these numbers sound high, they are lower than last year’s 265 million posts, comments or likes, despite Facebook’s new Sports Stadium feature for football fans. Tweets went down since 2014, too, when there were 16.9 million tweets about the game from 3.8 million unique authors.
  • But streaming made a huge surge this year, as online viewers tuned in to 315 minutes of game coverage. An average of 1.4 million people streamed the game per minute. This is up from last year’s 800,000 average viewers per minute, 1.3 million concurrent users and 213 million total minutes. This is mainly due to the new offering of “OTT” devices like Apple TV, Roku and Xbox One.
  • Instagram joined the party this year as well with a new Super Bowl video channel that pulled in 38 million people and generated 155 million interactions including posts, likes and comments.

 

 

Top Three Super Bowl Spots Ranked by Organic Views and Social Actions

Hyundai’s bet on ‘First Date’ worked out, and while it generated just 79.5k social actions, it reached 269mm users through organic views.

https://youtu.be/fGIyEkMuhVY

 

Mountain Dew’s ‘Puppymonkeybaby’ was unforgettably unique, and captured almost 13% of the game’s social response with 244.6k social actions and a total of over 272mm impressions. On game day it had 2.25mm organic views.

https://www.youtube.com/watch?v=ql7uY36-LwA

 

Hyundai’s ‘Ryanville’ – starring Ryan Reynolds – was responsible for almost 5% of the total digital response for Super Bowl ads on Sunday alone, earning over 2 million organic views and generating over 31.4k social actions. It’s total social volume was 23.8 million impressions.

 

Pre/Post-Game Highlights: Hispanic Audiences

Global audience technology company Yume carried out the first survey to specifically gauge how U.S. Hispanics planned to watch the Big Game. It found that the way respondents watch the game is shifting to become truly multi-screen.

  • According to the U.S. Hispanic survey, 37% of respondents planned to watch the game on more screens than last year.
  • The survey also found that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.

The U.S. live survey found that the majority of respondents watched the Big Game at home this year, with 28% purchasing new equipment to watch the game. 67% of respondents believe that game-time ads ignite brand awareness and 26% looked up a product advertised during The Big Game on their smartphone.

U.S. Hispanic Poll Key Findings

Ad activity:

Actions likely to perform on their smartphone while watching:

  • 45% intended to follow players and/or teams on their smartphone
  • 35% intended to download a Big Game related app on their smartphone

How respondents planned to watch:

  • 29% planned to purchase new electronic equipment for the game
  • 27% planned to stream live on a smart TV, 15% smartphone, 14% tablet

“Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world,” says Paul Neto, Director of Research, YuMe. “Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens.”

What: According to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a new research study from the IAB Digital media has reached parity with TV as a primary information source about presidential candidates.
Why it matters: The study also found U.S. Hispanic & African-American voters are more likely to get political news via mobile.‘Political Influentials,’on the other hand, are much more reliant on digital media than TV.

 

credit: Israel Ortega, December 11, 2015
credit: Israel Ortega, December 11, 2015

Digital media has reached parity with TV as a primary information source about presidential candidates (61% for both digital and TV) and political issues (67% for digital vs. 69% for TV) among registered U.S. voters, according to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a new research study from the Interactive Advertising Bureau (IAB).

The findings demonstrate that digital is a critical medium for reaching U.S. voters during the primaries, with three-quarters of those who have seen a candidate’s online or mobile ad taking action afterwards, such as searching for more information about the candidate or starting an in-person conversation about them.

More than a third (35%) of registered voters say digital will be their most important method for getting candidate information during this election season. These U.S. voters are more likely to be younger (35% vs. 23% total), to take action after seeing an online political ad (71% vs. 53% total), stream the debates (30% vs. 20% total), and to vote in the primaries (90% vs. 85% total).

35% of registered voters say digital will be their most important method for getting candidate information during this election season.

U.S. Hispanics

credit: scpr.org
credit: scpr.org

Delving deeper into the results, the study reveals that certain demographic groups are more reliant on mobile for political news and views than others, particularly U.S. Hispanics and African-Americans. The report shows that:

  • 67 percent of Hispanic voters and 60 percent of African-American voters visit political sites on a mobile device as opposed to 49 percent of voters overall.
  • In addition, Hispanic voters are significantly more likely to take an action after viewing a digital or mobile ad for a candidate, with 87 percent of them saying they have done so.

Making the case even stronger for the importance of digital media in the current election cycle, registered voters who are more heavily involved in politics and public affairs, called “Political Influentials” in the study, are particularly dependent on digital media for their political information (78% for digital vs. 63% for TV).

social media

descargaThe report also shows that social media plays a key role in the political process, with 28 percent of registered voters saying they get information on candidates via social platforms. Other social media findings include:

  • 31% of registered voters read political articles and links shared by their friends on social media
  • 25% of registered voters have seen an ad for a candidate on social media
  • 24% of registered voters have “defriended” or “unfollowed” someone because of his or her political posts on social media platforms

“The results of the study demonstrate the vital role of digital media in the political process and substantiate that digital is on par with TV among registered voters as a key resource,” said Sherrill Mane, Senior Vice President of Research, Analytics, and Measurement, IAB. “As the election season heats up, it is abundantly clear that candidates and advocacy groups must harness the informational and relationship-building power of digital media to succeed.”

“U.S. Hispanic and African-American voters are crucial to candidates, and this research shows that mobile is the best way to reach them,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB.

“The Race for the White House 2016: Registered Voters and Media and Information During the Primaries” was released during the 2016 IAB Annual Leadership Meeting at the JW Marriott Desert Springs Resort and Spa in Palm Desert, CA. To download the complete study, go toiab.com/electionstudy.

Methodology

The IAB commissioned Vision Critical to conduct this online study with 18+ U.S. registered voters in November 2015. The total sample of 1,513 is nationally representative of this registered voter population by age, gender, race, and ethnicity. Additional Hispanic registered voters were sampled to ensure statistical robustness in analyzing this important group of voters.

 

What: Versy, a social messaging platform that merges 150 content channels with group chats, is entering the US-Hispanic market.
Why It Matters: Hispanic and Latin American internet users are some of the most active on the planet, and Versy’s can give brands the tools to not only reach them, but engage effectively with them.

By Gretchen Gardner

As Social Advertising Budgets are the fastest growing category in the market,increasingly sophisticated social messaging platforms are entering the U.S. Hispanic market. versyvSocial messaging platforms are not easy to build. And connecting  them with compelling, bite-sized content in an informal but seamless way is  even harder.

But Versy, a venture led by a team of experienced experts in telecommunications and social networks, is doing just that. What’s more, the executive team is betting on the US-Hispanic to drive its success. Versy is already present in the Latin America with a particular emphasis in Mexico.

The team, 14 months in, began by developing a chat platform based on heavy research. CTO Bruce Jackson tells Portada. “In the first iteration, we did lots of research on how people organize their lives and how they socialize.”

Group Chat is more popular among U.S. Hispanics.

Focusing on Latin America and the US-Hispanic markets, groups that represent some of the Internet’s most active users, the executives found that group chat was much more popular among this demographic than elsewhere, where one-on-one chats may continue to dominate.

Their first move was to make the group chats unlimited in size so that they could “grow organically, like a house party,”says Jackson, in which friends could invite friends, and although you may not know everyone, you have something in common and feel comfortable interacting.

According to CEO Stephen Dunford, the team organized white-label instant messaging groups and accessed 85% of mobile subscribers in Latin America while building relationships with publishers like Warner Bros., Universal Pictures, Comedy Central and Sony, who were excited about Versy’s geographical focus.

There was another focus that drew the attention of publishers: Versy was, and is, convinced that the future of messaging platforms is in igniting conversations through adding content to the mix. While the market is saturated with messaging apps, nobody has been able to shift the priority from chat to content, and building engaging conversations around it.

Does the future of messaging platforms lie in igniting conversations by adding content to the mix?

One of the first to sign up for this switch was Ministry of Sound, a global music and entertainment brand that wanted to connect more with Latin American audiences. Versy gives one of the world’s largest independent labels something it cannot achieve on other platforms: an open forum, inspired by artists and their work, in which young music lovers can meaningfully interact the way they no longer do on Facebook or Twitter.

Similar success was found in a partnership with Brazilian radio station Metropolitana FM, which is based in Sao Paolo and has over 1.8 million monthly listeners. The station, which had been looking for new ways to diversify and engage audiences, now uses Versy to build chat rooms in which the radio presenters from one of their top shows, ‘Chupim‘ interact directly with listeners while on the air.

Cristiano Castilho, commercial director at Metropolitana FM, explained that the station’s goal wasn’t just to connect, but to interact with listeners in “a meaningful way.”

“Young people are always on the move with their mobile phones by their side, and Versy is the perfect platform to interact with them during live broadcast shows. Currently ‘Chupim’ is the channel with the highest number of engaged users interacting through Versy’s chat group,” Castilho said.

250 Content Channels

Developing a platform like this is no easy task, but with 250 branded and non-branded content channels eager to incorporate more video and sound into public and private chat, the Versy team is excited by the challenge.

While the Versy team doesn’t have an advertising model this early in the game, VP of Business Development Neal Hamilton was quick to point out that the platform itself gives brands a way to conduct content marketing that connects with people, as opposed to traditional advertising, which runs the risk of turning millennials off.

Plus, Hamilton notes: “Young people don’t see advertisements anymore, and not just because of ad-blockers, but because they are so used to them.”

The challenge, Hamilton states, is to give brands tools to use Versy to tell their story in a way that works. And since Versy connects you straight to the people, brands will have plenty of ways to measure the effectiveness of their content marketing strategies.

What: NBC UNIVERSO has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States.
Why it matters: The Walking Dead is television’s #1 Series Among Adults 18-49.This will mark the first time the series will air in Spanish on U.S. television and other platforms.

 

237654LOGO descarga (1)NBC UNIVERSO, the entertainment and sports cable channel for Latinos, has announced it has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States. This will mark the first time the series will air in Spanish on U.S. television and other platforms*.

“The Walking Dead” has been television’s highest-rated series among adults 18-49 for the past three years. NBC UNIVERSO will begin airing episodes from seasons one through three dubbed in Spanish beginning in early 2016.

In addition to enjoying the episodes on TV, subscribers of NBC UNIVERSO on participating cable, satellite, and telco services also will be able to view episodes of “The Walking Dead” on Video on Demand, as well as on nbcuniverso.com and the NBC UNIVERSO NOW app by entering the subscriber’s log-in information.

descarga (2)“The Walking Dead” will be one of several new compelling entertainment options for NBC UNIVERSO viewers. Additional programming NBC UNIVERSO will be debuting soon include the hit series “Prison Break”, which will premiere on Tue., Oct. 20 at 10pm ET/PT; and the highly popular, award-winning animated series “South Park”, which will premiere on Mon., Oct. 26 at 10pm ET/PT.

“Very few series in television history have so thoroughly captivated young adult audiences like ‘The Walking Dead.’ It has been a blockbuster mainstream hit, and there’s a tremendous appetite for Latinos to fully enjoy this series in Spanish for the very first time in the U.S.,” said Ruben Mendiola, President, NBC UNIVERSO. “Adding ‘The Walking Dead’ to our primetime programming lineup is a clear demonstration of our commitment to bringing the most provocative and best-quality entertainment to U.S. Hispanics in Spanish.”

NBC UNIVERSO is currently available to 40 million households across the U.S. The network is telecast in HD nationwide on DirecTV; Western U.S. markets served by Comcast Xfinity TV; throughout Bright House Networks’ cable television footprint; and select Cox Communications markets.

Currently in its sixth season on AMC, new episodes of “The Walking Dead” air (in English) on Sundays at 9:00pm ET/PT.

 

The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company.

Pharma companies lag in Hispanic marketing

photo: Luca Volpi
photo: Luca Volpi

Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, but the category as a whole lags other sectors. The average Hispanic ad spend by pharmaceutical companies decreased 9 percent in 2014, from $6.9 to $6.3 million, the report said. On the other hand, over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent.

They should have been at this IAB Town Hall

On May 23, the IAB held a town-hall meeting to discuss opportunities and strategies for reaching Hispanics. Allvoices.com provides an excellent recap of what was presented and discussed. Included were case studies of Verizon Wireless’s “Goling” campaign during World Cup 2014 in partnership with Facebook’s Hispanic Creative Shop; Home Depot’s “Retool Your School” campaign from Briabe Mobile; and P&G’s “Orgullosa” social media campaign, created by Dieste. One of many interesting stats in this article: 66 percent of Digital Hispanics said they pay attention to online ads, considerably larger than the overall market (46 percent).

Nonprofits get creative infusion at Cannes Lions

Create GOOD is a joint initiative between Fast Company and Microsoft that aims to recognize and reward creative and socially drive organizations. The three winners are Haitian trilingual elementary school l’Ecole de Choix (the School of Choice), scientific cancer history research organization Paleo-oncology Research Organization (PRO), and Rainforest Partnership, the international non-profit committed to protecting tropical rain forests. Reps from each org will get a trip to the 62nd Cannes Lions International Festival of Creativity to lead workshops at the Microsoft Beach Club, where they can take advantage of the talent buzzing around to help them with marketing and identity challenges. Fast Company and Microsoft will take the final assets created from the workshops and run digital advertising on behalf of each organization on fastcompany.com to further generate awareness. The winners also will be featured at Fast Company’s Innovation Festival in November.

Expanding Vice

viceVice, the edgy and ever-expanding media conglomerate, is opening an office in Miami in order to expand its Hispanic-oriented content for consumers in the United States and Latin America. Brand journalism and sponsored content seem to be a big part of the mix, but current Vice programming for younger Latinos includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows the 2012 presidential elections in Mexico. The Miami bureau will coordinate all Vice’s Hispanic and LATAM activities.

Qué bonita

Meredith Hispanic Media just released a new report on social media’s influence on purchasing by U.S. Latinas. The report, Siempre Beauty III: Latinas and Social Media, found that Latinas continue to outspend mainstream consumers in the beauty category, with the majority of them finding social media the best way to get information and tips. Language is important to them: 52 percent of Latinas and 48 percent of Latina millennials prefer to receive beauty information from social media in Spanish as well as English, while 55 percent prefer to follow US based influencers and bloggers who provide access to bilingual content. Many more stats in the press release.

MassMutual and Univision go live in sponsorship

MassMutual will host free community events to offer financial education in Spanish in Houston. “Financial education starts at a local and individual level,” said Dr. Chris Mendoza, Latino Markets Director at MassMutual, in a press release. The sponsorship with Univision is part of a broader effort by MassMutual to help Hispanics secure their personal and professional financial futures, the company said. It also provides Spanish-language financial information and resources online at MassMutual.com/Latino.
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What: Fronteras Ventures has established as a new, US based licensing agency for the famous animated Latino personality “Condorito.” The character identified as “Ours” by more than 85% of Hispanics when compared with Mickey Mouse.
Why it matters: In light of brand licensing becoming a growth business, Fronteras Ventures has big plans in store to help US manufacturers find new consumers through their affinity with ‘Condorito and Friends.’In addition to Condorito’s merchandising license, Fronteras has a  motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile.)

descarga (1)On a written interview with Portada, Milka Pratt, Co-Founder, Licensing Director Fronteras Ventures, said that although the newspaper Fronteras is still coming out, it is not part of Fronteras Ventures . “We choose that name, since both companies began with Kent Kirschner’s idea, same founder and our friend. Besides, we like that name.”

Portada: Didn’t Condorito already have a LatAm presence?

Milka Pratt: Yes, Condorito has licensees agents in virtually each country in Latin America, but we must bear in mind that this is the most important and known cartoon character in the industry, which has also a strong presence on social networks like Facebook and Line with millions of followers. Now, what we aim from the US, which is home to the headquarters of many global companies, is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

 Milka Pratt-What we aim from the US is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

Portada: What is Fronteras Ventures realm and what other properties represent?

Milka Pratt: In addition to Condorito’s merchandising license, we also have a motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile) and additionally, we have the rest of the characters that are also very popular: Coné, Yayita , Yuyito, and the rest of his family and friends from Pelotillehue.

Portada: Which type of client may be interested in licensing Condorito?

Milka Pratt:  All manufacturers of products for Hispanic families and service companies that want to reach this market because , as mentioned earlier, the character is extremely popular in Latin America. There are even studies in USA which position this character as the second most recalled Latin American brand in this audience.We should keep in mind that the vast majority of Latinos who immigrated to USA grew up reading and laughing with Condorito. Therefore are very fondof him. If companies want to reach the Hispanic market, what better way to do it than having Condorito as their ‘Brand Embassador.’ Especially now that there are several projects in the pipeline, which include films and television series, among others.

What: Fronteras Ventures has established as a new, US based licensing agency for the famous animated Latino personality “Condorito.” The character identified as “Ours” by more than 85% of Hispanics when compared with Mickey Mouse.
Why it matters: In light of brand licensing becoming a growth business, Fronteras Ventures has big plans in store to help US manufacturers find new consumers through their affinity with ‘Condorito and Friends.’In addition to Condorito’s merchandising license, Fronteras has a  motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile.)

descarga (1)On a written interview with Portada, Milka Pratt, Co-Founder, Licensing Director Fronteras Ventures, said that although the newspaper Fronteras is still coming out, it is not part of Fronteras Ventures . “We choose that name, since both companies began with Kent Kirschner’s idea, same founder and our friend. Besides, we like that name.”

Portada: Didn’t Condorito already have a LatAm presence?

Milka Pratt: Yes, Condorito has licensees agents in virtually each country in Latin America, but we must bear in mind that this is the most important and known cartoon character in the industry, which has also a strong presence on social networks like Facebook and Line with millions of followers. Now, what we aim from the US, which is home to the headquarters of many global companies, is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

 Milka Pratt-What we aim from the US is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

Portada: What is Fronteras Ventures realm and what other properties represent?

Milka Pratt: In addition to Condorito’s merchandising license, we also have a motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile) and additionally, we have the rest of the characters that are also very popular: Coné, Yayita , Yuyito, and the rest of his family and friends from Pelotillehue.

Portada: Which type of client may be interested in licensing Condorito?

Milka Pratt:  All manufacturers of products for Hispanic families and service companies that want to reach this market because , as mentioned earlier, the character is extremely popular in Latin America. There are even studies in USA which position this character as the second most recalled Latin American brand in this audience.We should keep in mind that the vast majority of Latinos who immigrated to USA grew up reading and laughing with Condorito. Therefore are very fondof him. If companies want to reach the Hispanic market, what better way to do it than having Condorito as their ‘Brand Embassador.’ Especially now that there are several projects in the pipeline, which include films and television series, among others.

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What: Blogalicious , a community of multi-cultural digital influencers and publishers, has partnered with mobile software and advertising technology firm PadSquad for Multi-Cultural bloggers to maximize their mobile experiences.
Why it matters: PadSquad will use its  mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences.This move comes at a time when smartphone adoption in the U.S.  has been experiencing a 9% growth ,out of which Hispanics represent  77%.

blogalicious-logo2Blogalicious, a community of multi-cultural digital influencers and publishers, has announced a strategic partnership with mobile software and advertising technology firm PadSquad.

Through this partnership, PadSquad will use its proprietary mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences. The partnership will kick off at the sixth annual Blogalicious Weekend in San Antonio, Texas on November 6-8, 2014 with live demonstrations and a panel discussion including PadSquad’s CEO & Founder, Daniel Meehan.

Blogalicious’ B-Link Marketing Network brings together almost 700 digital publishers made up of African-American, Latina, Asian-American and Caucasian influencers. In the past few years, this community has witnessed how their audiences, which use mobile devices as they browse their sites, have exploded in growth.

“Many of our multi-cultural bloggers and publishers have mega followings and are very active on social media. Since mobile, social, and blogging are all so interconnected, it really made sense to offer our network a solution to help grow their business by leveraging their huge mobile audiences that already exist. PadSquad’s mobile publishing software has proven to be super easy to use, will help them drive more mobile revenue, and gets our network into mobile publishing very quickly,” comments Stacey Ferguson, Chief Curator of Blogalicious and owner of JusticeFergie.com.

“There are so many advertisers saying similar things in similar places. We are tremendously excited about the partnership with Blogalicious because it’s a perfect match between influential multi-cultural publishers, content that connects to deeply passionate and tech savvy audiences, using leading mobile technology. This is a huge opportunity for brands who are committed to making an impact on mobile in the multi-cultural market, ” PadSquad CEO & Founder, Daniel Meehan, states.

Hispanic multicultural consumer

Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013 and Multicultural consumers have led the growth in smartphone penetration, as they’re adopting smartphones at a higher rate than the U.S. average, Nielsen reported.

Hispanics are ahead of the curve in adopting digital devices, including smartphones, as over three-quarters (77%) of Latinos in the U.S. use smartphones.

Hispanics are ahead of the curve in adopting digital devices.Over three-quarters (77%) of Latinos in the U.S. use smartphones.

This segment, which represents 47 million traditional TV viewers in the U.S., has rapidly adopted multiple-screens into their daily video viewing routines. Hispanics watch more hours of videos online (6:41) and on their mobile phones (5:48) than the average American(8:21 and 6:22 respectively.)

Digital-consumer-hispanics

 

 

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

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

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

Multiplatform strategy using Entravision media

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

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

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

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

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

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

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

What: The new Spanish-language advertising campaign “Viviendo en Buenas Manos”  launched on Monday March 10 with a brand commercial introducing consumers to its message followed by commercials highlighting benefits of Allstate insurance. The campaign will be broadcast on national TV, national radio and top online portals, as well as social media.

allstate

Allstate Insurance Company is launching its new Spanish-language advertising campaign “Viviendo en Buenas Manos” (Living in Good Hands). The campaign, introduced last Monday,  is a celebration of the life journey of Hispanics in the United States.

It will launch with a brand commercial introducing consumers to the “Viviendo en Buenas Manos” message, followed by additional commercials that highlight benefits of Allstate auto and home insurance.

The brand commercial “Road of Life,” is the first of the series. It shows the key moments in the journey of Hispanics who come to the US in search of a better life, while emphasizing the hard work and the rewards that later come along with the journey:

https://www.youtube.com/watch?v=EJCIQ6EXBRU

There’s another product-focused spot called “Waiting” to debut during the campaign, which shows different situations of people who are waiting to be picked up and highlights Allstate’s claim satisfaction guarantee, stating that: “after an accident, we’ll resolve your claim fast and hassle free or we’ll give you your money back.” Here is the ad:

https://www.youtube.com/watch?v=g7ujTJhogd8

There are three more TV spots to be launched out to other media this month.Still, they will all continue showing everyday situations and how can those moments stop you momentarily. Highlight, however,  that you can keep on enjoying life if you are well protected.

Developed by Lápiz, a Leo Burnett Agency and led by creative director Maria Bernal and associate creative Directors Jorge Pomareda and Carlos Bretel, Viviendo en Buenas Manos’ will be supported with a best array of tools appearing in national TV, national radio and top online portals, as well as social media through Allstate Latino FaceBook.Tapestry is the media agency in charge of the launching.

“‘Viviendo en Buenas Manos’ is about the pursuit of a better life and it reminds people that while working hard to get to the next level on that journey, they should pause, enjoy and celebrate all of the good things in life that are all around them,” said Georgina Flores, director of multicultural marketing for Allstate Insurance Company.

“Hispanic Americans strive to protect their families and the things that are valuable to them. ‘Viviendo en Buenas Manos’ aims to demonstrate how Allstate can help protect what means most to you so you can make the most of life. That’s living in Good Hands,”Flores added.