What: AdAge has published its yearly Hispanic Fact Pack presenting the leading ad focus companies of the U.S. Hispanic Market, in which Mobvious has been ranked third.
Why it matters: Digital advertising has gained important ground in the U.S. Hispanic market. Companies like Mobvious, that moved up two spots in the ranking compared to the previous year, are leading the way to reach Hispanic audiences in a transparent and effective way.

Mobvious, the company specialized in providing digital advertising solutions to the U.S. Hispanic market, and recently acquired by Prisa Brand Solutions, has been placed at the third spot on the Hispanic Fact Pack 2018 ranking as one of the networks with the highest reach within the Hispanic market in the United States.

According to Ad Age, Mobvious moved up from the fifth spot in 2017 to the third spot in 2018. Similarly, Full Screen México, also a company owned by Prisa Brand Solutions, has been ranked at the fourth position.

Mobvious has been characterized by its authentic mobile advertising efforts for the Hispanic market. Isabel Rafferty, U.S. Hispanic, was born in Mexico and has been living in the U.S. for over 20 years, where she became the leader of the company. Her broad knowledge and experience regarding the U.S. Latino market, as well as Mobvious’ Premium publishers, widen the company’s reach of Hispanic audiences in the United States.

“Being recognized as leaders and gaining better ranking positions along our allied companies on Ad Age’s Hispanic Fact Pack 2018 strengthens our experience and reach within the U.S. Hispanic market. We are a serious company with renown in the industry, and our objective is helping advertisers and agencies to reach Hispanic audiences effectively. This ranking shows our commitment to working for transparency and tangible results,” commented Isabel Rafferty, Founder & CEO of Mobvious.

The Hispanic Fact Pack offers important information about the Hispanic market in the United States, regarding media, agencies, and demographics.

Key insights from the study:

  • 51% of the U.S. Hispanic population is younger than 30 years old. The average age of all Hispanics is 29, 41 for non-Hispanics.
  • Procter & Gamble is the #1 advertiser in Hispanic media, with a US $336M investment in 2017.
  • About 66% of online Hispanic audiences own at least one Smart-home device.
  • 60% of Hispanic adults prefer watching TV in English. Among those, 35% prefer English only and 25% Spanish only.

What: Mobvious, a European firm specializing in mobile marketing solutions, is entering the U.S. market. The firm’s main focus will be the bicultural Hispanic.With the support of HiMedia Group and Latam Digital Ventures, the European firm specializing in mobile marketing will be led by Isabel Rafferty.
Why it matters: The mobile (video) marketing space is luring an increasing amount of companies to the U.S. market.

Mobvious, a European firm specializing in mobile marketing solutions is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures.  Located in Miami, Mobvious’ new office will be co-founded and led by Isabel Rafferty (picture).  Rafferty previously worked at Adsmovil. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.
isabelraffertyMoviousMobvious will provide innovative and interactive formats (including video, audio and social), including programmatic, as well as an exclusive network of high-quality publishers, to develop and implement mobile campaigns for the bicultural millennial Hispanic market.

“The experience, vision and relationships Isabel has built during her career are fundamental to lead Mobvious and make it a competitive player in the United States market,” stated Cyril Zimmermann, CEO of HiMedia.

Mobvious is the third company, after Fullscreen and Primia.Digital, which took over assets of Orange Advertising Networks, that has received financial support from Latam Digital Ventures, a holding company designed to create and buy digital media and advertising technology enterprises.


“We work with over 200 high quality publishers reaching Us Hispanics. Its was important for our company to work with publishers that connected well with the millennial Hispanic audience with quality content concentrating in what we call passion content. Content that millennial still consume in Spanish due to the authenticity or quality .One of the publisher we represent is “ Yo Amo los Zapatos” who has the #1 facebook page in the world for engagement. They reach over million uniques a month and have over 39 million fans. All content is for Latina women,” Rafferty notes.


As to what ad-categories she deems particularly suitable for Mobvious, Rafferty notes that Mobvious is suited for any brand or advertiser that are interested in reaching US Hispanic audiences via mobile. “We work well with brands looking to do innovative advertising like movie studios as we have very unique and out of the box units . We also work great reaching very precise subsegments of the Hispanic audience since we have very rich data allowing us to be very precise in our targeting; great for telecom , automotive, CPG, apparel, entertainment, restaurants and bars, etc…”

Expanding to Latin America

Mobvious is also entering the Latin American market. “We started to hire a team in Mexico, so we will be present in Latam very soon,” Rafferty concludes.

Join us at PORTADA Mexico!