Ivan Adaime


What: We spoke to Ivan Adaime, recently appointed CEO at ImpreMedia, about what he’s learned from his time at the company and what he forecasts for these rapidly-changing times.
Why it matters: ImpreMedia’s years of experience with Hispanic audiences and Ivan’s career path are an example of how hard work, willingness to adapt and an ability to recognize your strengths are the basic requirements for success in the digital age.

Ivan Adaime first arrived at ImpreMedia, a New York-based media company that targets U.S. Hispanic audiences, as VP, Digital in 2012. Just a few weeks ago, he was promoted to CEO. We touched base with him in order to revisit his learnings throughout his time at the company and find out about what he envisions for this new transition that has placed him at the forefront of the initiative.


Portada: You have been working at ImpreMedia for almost 7 years. How would you summarize this experience?

Ivan Adaime: It has been a great experience full of learnings. A little bit over six years ago, we put in place a new strategy for our digital offerings. Since then, our audience has been growing year over year and is now 10 times higher than it was 6 years ago. We reach now over one million users daily and have over a quarter million of active newsletter subscribers.

It wasn’t a straight line though. The media landscape changed wildly and we had our fair share of mistakes and self-inflicted wounds, but we learned from them all. Once the content, the user experience, and the audience were in place, we started to get results on the revenue front, increased in the last years due to programmatic.


Portada: What are some valuable things that you have learned in the last 5 years?

I.A.: We learned that putting your user first always pays off. The rest, including monetization, will follow. Since we don’t do any paid audience acquisition, we focused on satisfying our readers’ need to grow. Therefore, we invested mainly in two main areas: content and technology that allow us to offer a great user experience.

We also learned a great deal working with data. It has helped us understand much better what our audience and advertisers value. In many cases is not what we think that they value. Working with data is not plug and play, though. You first need to know what you want to know. Only then you’ll be able to mine for the data that will help you take the best product and business decisions.

Most importantly, we learned how important focus is. There are so many opportunities in media today, but you can’t follow them all. You need to go after those that make sense to you. If not, you’ll lose many resources pursuing opportunities that are not meant to be.



 We learned that putting your user first always pays off. The rest, including monetization, will follow.

Portada: What is the future of Spanish-language digital media in the U.S?

I.A.: I think it faces a great future as it has and will have a sizable audience willing to consume media in Spanish. This segment of the U.S. population is here to stay. On top,  all reports forecast that a good portion of the population growth in this country will come from Hispanics, either already living within or new immigrants. But this audience’s media habits are changing rapidly, thus the opportunities will be greater for media that are able to adapt to these changes and build sustainable business models.


Portada: We understand ImpreMedia sells a substantial amount of its digital inventory programmatically, can you explain why this offering has grown and what the growth drivers are?

That is correct, most of our digital revenues are programmatic and that’s what has been fueling our growth year over year. Since we saw 2 or 3 years ago that the shift to programmatic was inevitable, we put a lot of effort into updating our ad stack. One thing is having it structured for direct sales, but it’s very different having it optimized for programmatic. We invested a lot of resources on data, improving page speed loading times, viewability and combating ad fraud.

We are the only Hispanic publisher that has the Trustworthy Accountability Group (TAG)’s certification for improving transparency and fraudulent advertising. We cleaned up the user experience and removed all intrusive ad formats from our websites. In short, we greatly improved the quality of our inventory. And that translated into a much greater yield. Add to the mix our audience growth and you have pretty much the main drivers of our programmatic reality.

Working with data is not plug and play. You first need to know what you want to know.

Portada: Who are your main partners in the programmatic offering on the DSP side?

I.A.: We tend to work with the main players in the digital advertising ecosystem: Google, Amazon, AppNexus. We are connected with the main exchanges via server-to-server bidding and we have PMPs active with agencies and advertisers through several DSP platforms. We too do work with smaller companies that add genuine inventory demand, the one that cannot be found in the exchanges.


Portada: What do you think will be the role of video? Do you think publishers have an important opportunity getting audiovisual (TV) budgets going forward?

I.A.: Some publishers might have an opportunity, but it is not a battle that all publishers should fight. For some it would make sense; for others, definitely not. Timing is also important. The infamous “Pivot to Video” that left a good number of casualties in the media ecosystem should be an important lesson moving forward. Don’t get me wrong, our video offerings are growing year over year, and most likely will continue to do so, but we are doing it at our own pace.

Opportunities will be greater for media that are able to adapt to changes and build sustainable business models.

Portada: The roots of ImpreMedia are in newspaper publishing, how are these roots reflected in ImpreMedia’s DNA today?

I.A.: Our roots are well reflected in our commitment to stand for —and to super-serve— our community when it matters most. That hasn’t changed a bit and is our daily guide. What is very different is the audience that we reach in the digital front  95% comes from a mobile device, 60% is under 45 years old, predominantly women. Thus the content and the way to reach them is very different.


Portada: What role do you see for print media going forward at ImpreMedia?

I.A.: It definitely has a role as we still have a sizable audience that wants to engage with our print products on a regular basis.


Portada: What will the salient features of ImpreMedia be in 5 years?

I.A.: We’ve been living in a period of rapid change and most likely this will continue. We are seeing a lot of great opportunities in the near future. If we succeed in pursuing them, in five years our audience will be even bigger and more engaged than it is today. But we will follow each opportunity responsibly. We are committed to building a company for the long run, one that is able to survive platform and user-consumption changes. To do so we need to be humble and agile to read and react to those changes. Therefore, we will continue to operate in a nimble way, focusing our energies and investments on core strengths and pursuing new opportunities in our own terms.


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What: impreMedia’s digital network IMPOWER! added several network partners to increase the reach of its network. According to ComScore’s Hispanic Ad Focus (September 2013), IMPOWER! is now sixth among the top 10 most-visited Hispanic Ad Focus online destinations with nearly 5.5 million unique visitors monthly. Particularly the mobile channel is seeing high growth.
Why it matters: Premium content publishers are aggregating properties to get the reach advertisers demand in the Hispanic market.

impreMedia announced that the  IMPOWER! digital network  has seen consistent growth, increasing 120 percent between June 2013 and September 2013 to 5.5 million unique monthly visitors, according to  ComScore Multi Platform Hispanic Ad Focus, September 2013.  In addition to growth from mobile users, other initiatives that have significantly bolstered its online presence include the launch of Quiero+Futbol, a vertical website dedicated to soccer, as well as new network partnerships with LatinosPost.com, ElComercio.com, Autoproyecto.com, and Latinola.com.

These partnerships with third parties also highlight some new digital properties that lately became active in the U.S. Hispanic space:

– LatinoPost is published in English and in Spanish by Latinos Media Group, a Hispanic media company that seeks to serve the general Hispanic community in the U.S. as well as in the rest of the world.

– Latinola.com is an English-language site that serves as  forum of ideas, opinions, commentaries and creativity to reflect the Los Angeles Latino community.

– Autoproyecto.com is a Spanish-language website with content and news for car lovers. The site also provides content to third-party TV, digital and print properties.

– (ElComercio.com is published by Ecuador’s El Comercio daily newspaper and is a member of Grupo Diarios America.)

The mobile channel is seeing high growth.

“As a result of our efforts, we’re seeing huge dividends as our digital platforms continue to grow exponentially particularly in the emerging Hispanic mobile space where IMPOWER! is making huge inroads,” said Ivan Adaime, general manager digital division at impreMedia.“Many advertisers such as GM, Chrysler, Honda, Kraft, McDonald’s and Marriott are taking notice and turning to our network for innovative ways to further engage with U.S. Hispanic audiences,” Adaime added.

impreMedia today is launching Quiero más fútbol, an interactive space designed to cater to the millions of U.S. Hispanic soccer fans.

Quiero más fútbol is a digital only product; one that doesn’t have a daddy print behind

The Spanish-language site features news and information of the Mexican soccer League, international soccer and up-to-the-minute stats on qualifying matches leading to the FIFA World Cup 2014 in Brazil. The site launches today and will be updated several times a day by a group of sports writers and editors; it will also feature video commentary by sports veteran reporter Mario Concha.

Quieromasfutbol - Mobile Site
Quieromasfutbol – Mobile Site

Unlike most impreMedia’s news sites, Quiero más fútbol has been built using a design technology known as “Responsive design,” a technology, which has been praised by sites as Mashable and TechCrunch, and that basically allows content to adjust (expand, shrink, change position, etc.) depending on which screen is being accessed from. The Boston Globe (bostonglobe.com) and the Barack Obama campaign (barackobama.com) are among the mainstream websites built under this technology.

But, as Iván Adaime, vp digital of impreMedia, tells Portada, the point of Responsive Design goes beyond technical trickery: “We have seen an important shift in the consumption habits of our readers,” says Adaime. “We’ve found that our audience is coming to our sites from more than one device. So, we are going to make sure their surfing experience is going to be great regardless the device they use to read our sites.”

Indeed, recent figures released by Nielsen show that about 45% of U.S. Hispanics own a smartphone; what’s more, they are also increasingly buying tablets. Serving them the content they want regardless of the device where they access it is simply the next logical step in the online growth trend, says Adaime, who previously handled marketing and audiences at La Nación in Buenos Aires.

Responsive Design

Responsive Design was first used by impreMedia in late 2012 when it launched a revamped look for Vista Magazine. It is also being used at several properties of La Nación, and will be implemented on other impreMedia news sites throughout 2013.

Asked about why making the soccer site a standalone product and not one within the sports section of the impreMedia-owned group of newspapers, Adaime said Quiero más fútbol is part of the company’s strategy to build online properties that don’t have a newspaper component behind.

“Quiero más fútbol is a digital only product; one that doesn’t have a daddy print behind,” he says.

Since ImpreMedia was acquired by a company owned by Argentinean media company La Nacion earlier this year, the organization has gone through some changes. Portada caught up with Ivan Adaime, new VP Digital ad ImpreMedia, to talk about new strategies at the Hispanic digital and print media company.

Portada: What experiences in terms of digital media best practices fromArgentina‘s La Nacion can be applied by ImpreMedia?
Ivan Adaime, VP Digital at impreMedia:
“Different countries, cultures and markets require different approaches. But I would also say that there are two main ideas that remain the same. On the product and audience side, to build great, distinctive and solid offers to different segments. On the revenue side, to listen carefully what advertisers need and help them to innovate, reach the right audience and get results.”

Portada: Will you continue to publish the Impre.com site or will you exclusively focus on the local newspaper digital brands?
“Our main focus will be the existing local news sites and our targeted brands like Vista.”

Have you done any national or local mobile advertising campaigns?
“We mainly do mobile display. Other different options beyond display advertising are being studied”

Portada:  Do ImpreMedia sites belong to a particular online ad network or are they exclusively sold through  ImpreMedia sales reps?
Ivan Adaime, VP Digital at impreMedia:
“Most of our US inventory is sold by our own sales team. But we also work with different partners.”

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