The Dominican Republic’s Grupo Corripio and Puerto Rico’s Grupo Ferré Rangel are the two largest media groups in the Caribbean. Both groups have a significant commonality: a very important audience reach in the United States. With the audience as a backbone, “both media companies joined forces in 2018 to build a larger and stronger audience network of Hispanics in the U.S,” Augusto Romano, CEO of Digo Hispanic Mediatells Portada.
The U.S. Hispanic population has grown from 50.5 million in 2010 to 62.1 million in 2020. Hispanics accounted for 51% of entire U.S. population growth during that period. Due to the relative youth of the Hispanic population and its entrepreneurial character it can be said that, more than any other group, Latinos drive the U.S. economy.
In addition to its owned and operated sites, Digo Hispanic Media includes other handpicked premium, reputable, and well-established Spanish language publishers from Latin America and the U.S. in its network.” According to Romano, these premium publishers are the first point of reference for Hispanics in the U.S. and they have the need of staying connected to the news of what’s happening in their country of origin.” For example, these audiences are interested in content that deals specifically with sports heroes of Puerto Rican origin El Nuevo Dia Puerto Rico Managing Editor, Rafael Lamatells Portada .
The Vision for 2025…
“We are a data-driven company and our purpose has always been to make true connections between audiences and brands,” Aisha Burgos, SVP, Sales & Marketing, at Digo Hispanic Media asserts. “By 2025 we expect to take this to the next level by continuing being strategic with our partners, delivering the correct data connectivity and addressability with the audience they want to engage with, not only at the correct time, through the correct channel or device, but also in the correct environment, either in the real world, the metaverse or even outer space. The sky is the limit, pun intended!”, Burgos adds.
By 2025 we expect to take this to the next level, either in the real world, the metaverse or even outer space!
Supporting Digo’s network of publishers is another key element of Digo’s DNA .”As we all know content is king and the audience is the queen, and those are the two most valuable assets that publishers have. We will be side by side with our publishers to ensure that they can continue catering to their audience the content that they need and want in the formats and channels that they prefer, while they can also rely on us in helping them future-proof their business with new ad tech, user experience best practices and new monetization capabilities,” says Burgos.
…and What It Means for Brands.
Premium content and brand safety are two key pillars of Digo’s offering. “Advertisers will benefit from all of the above, plus they will have exclusive access to premium and culturally relevant environments where they can connect and engage with their desired audience,” CEO Romano emphasizes. Digo has developed its own ad-tech stack, which allows it to offer audience segmentation, dynamic-creative optimization and other services to advertisers. Digo also has partnerships with major DMPs. “Our ad-tech, plus our audience first-party data and our network allow us to develop the perfect solution for our clients, aiming always to achieve their business goals. Our clients will also benefit from relevant insights related to their target audience and will be able to execute new and more intelligent strategies to continue improving its ROAS,” Romano mantains.
Hispanic Media: Owned and Operated Sites Meet Brands’ Thirst for First-Party Data
In times of cookieless marketing and brands’ imperative to gain first-party data, having a Hispanic media partner who owns and operates (OO) digital media properties is very advantageous to advertisers. “Having owned and operated sites gives us a competitive advantage vs other networks since we are able to identify our audience and gather our first-party data with a key-value setup – universal id’s – allowing us to push the audience segments to our Ad Manager, SSP and/or our DSP. “This enables us to maintain data connectivity and addressability in a cookieless world. We have been testing and executing campaigns with this cookieless approach and we’ve seen great results in performance and costs,” Romano concludes.
Our ad-tech, plus our audience first-party data and our network allow us to develop the perfect solution for our clients!
Following surge of “pandemic purges,” American credit card holders chose to “wallet edit,” becoming more invested and selective in how they manage money, and enhancing preference for cash back cards.
According to a Wells Fargo Active Cash Card survey, the COVID-19 pandemic prompted two-thirds (63%) of credit card-holding consumers to initiate “pandemic purges.” When looking at what exactly consumers decluttered, the survey found that three-quarters (72%) decluttered their closets, one-third (29%) purged their friends on social media, and another one-third (33%) simplified and decluttered their finances. Coming out of the pandemic, more than one-third (36%) of consumers surveyed say they are becoming more involved in money management, gaining enhanced perspective on their financial standing and goals.
The survey also reveals that the primary drivers in choosing a credit card are cash back features (44%), followed by rewards (38%) and sign-up bonuses (22%). While many consumers seem to understand the benefits of earning rewards, cardholders compare managing their credit card rewards to tedious or mundane tasks, such as doing their taxes (18%), being stuck in traffic (14%), or waiting in line at the DMV (13%), proving the desire for a more straightforward, ubiquitous credit card value proposition like earning the same cash rewards on virtually all purchases.
Cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.
“The pandemic helped many of us realize that less is truly more and encouraged us to remove unnecessary complications from our lives and get back to the basics, which is why we designed the Active Cash Card for those who want a high-value cash back credit card without caps or limits,” said Krista Phillips, head of Branded Cards and Marketing for Wells Fargo Credit Cards. “Now more than ever, cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.”
Wells Fargo presents the Wallet Edit Workshop Series
With the recent launch of the new Active Cash Card, Wells Fargo is encouraging consumers to bring the joy of simplicity to their finances with a Wallet Edit — a tidying up process to inventory everything in their wallets and determine if it serves a real purpose, makes life easier and provides actual value. The free, virtual Wallet Edit Workshops — facilitated by Marsha Barnes, certified financial social worker, financial educator, and personal finance commentator, and Jen Robin, a professional home organizer and founder and CEO of Life in Jeneral — will provide participants tips and guidance on how to get the most out of the items in their wallets, including their credit cards.
Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards.
“We’re excited to be partnering with Wells Fargo and their new Active Cash Card to introduce people to another fun, easy way to simplify and declutter their financial lives, especially as people have become even more focused on their money post-pandemic,” said Robin. Barnes added, “Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards, redeem all of those gift cards collecting dust, and make decisions about what your current credit cards are (or aren’t) doing for you now.”
Additional key findings from the survey include:
Unpacking the wallet: What do Americans’ wallets look like?
Unsurprisingly, the majority (81%) of older adults (55 – 64) are more likely to carry traditional wallets, whether it’s organized or bursting at the seams than those 35 – 54 (76%). Nearly one-quarter (24%) of those ages 18 – 34 use unconventional methods, such as rubber bands (13%), or digital payment tools like Venmo and Apple Pay (11%).
More than one-quarter of credit cardholders (27%) admitted to not using their gift cards before they expire, while 61% say their membership cards go unused.
Younger consumers ages 18 – 34 are more likely (70%) to have a gift card in their wallet at any given time than the total respondents surveyed (53%).
Financial friction: Money vs. love
Credit cardholders consider their own wallet as neat and slim, yet they are quick to call their partner’s wallet overstuffed.
Almost two-thirds (62%) of consumers surveyed say their own wallet is neat and slim, yet only 52% say the same about their partner’s wallet.
Nearly one-third (31%) of consumers surveyed said they do not consult their spouse/partner before making purchases.
However, another 29% say they consult their partner on all of their purchases as they are both very involved in their finances.
When considering a new credit card, the drivers vary by age and gender, with younger people anticipating more life events and large purchases.
Younger cardholders (ages 18 – 34) are the most willing to consider a new card for any reason compared to other generations, but especially for a large upcoming purchase (younger cardholders: 39% vs. total respondents: 29%).
Women (38%) and Midwesterners (42%), however, are the most reluctant to change their cards for any reason, indicating they are happy with their credit card(s).
Is talking about money still taboo?
More than one-third (36%) of cardholders said they received bad financial advice or were never taught about finance.
Younger consumers ages 18 – 34 are three times more likely than those ages 65+ to be given bad or outdated financial advice.
Hispanic consumer behavior
According to the Active Cash Card survey, Hispanic and Black respondents were more likely to participate in a pandemic purge during the past year
76% of Hispanic respondents and 72% of Black respondents compared to 62% of Asian cardholders and 58% of White cardholders.
Hispanic cardholders are more likely to let their gift cards unused before they expire than other ethnicities
30% of Hispanic respondents admit to letting their gift cards expire without using them compared to 15% of White cardholders
Hispanic respondents were more likely to claim they would switch credit cards for an upcoming life event, like pregnancy or wedding
27% of Hispanic respondents agreed with this statement compared to 12% of White respondents, 20% of Black respondents and 15% of Asian respondents.
The Hispanic Market has become the New Mainstream. Due to their enormous contribution to workforce and consumption growth “Latinos play a crucial role in the new Mainstream Economy”, Sol Trujillo, Co-Founder L’ATTITUDE tells Portada. The key role of Latinos in the present and future of the multicultural U.S. economy will be discussed at the L’ATTITUDE Conference in San Diego from September 29 to October 2, 2021.
Latinos are by a very wide margin the number one factor explaining workforce, population and GDP growth in the United States, Sol Trujillo, Co-Founder L’ATTITUDE asserts. This fact creates major opportunities for growth in what Trujillo calls the new mainstream economy, which will be discussed by entrepreneurs, business executives and celebrities at the L’ATTITUDE Conference from September 29 to October 2, 2021. “I want every business professional to come to L’ATTITUDE to see what the conversation is about.”
The difference between XX and XXI Century America is defined by the two Ds; Digitization and Demographics. The latter is driven by Latinos.
According to Trujillo the difference between XX and XXI Century America is defined by the two “Ds”; Digitization and Demographics, the latter being driven by Latinos. “The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” Trujillo, adds.
Hispanic Market: Latino GDP is the World’s Eighth Largest…
As a summary statistic for the economic performance of Latinos in the United States, the 2018 Latino GDP is breath-taking. The total economic output (or GDP) of Latinos in the United States was US $2.6 trillion in 2018, up from US $2.3 trillion in 2017, and US $1.7 trillion in 2010. If U.S. Latinos were a stand-alone country, they would account for the 8th largest GDP in the world – larger than the GDPs of Italy, Brazil or South Korea (see chart below).
While impressive for its size, the U.S. Latino GDP is most noteworthy for its extraordinary growth rate. Among the world’s 10 largest GDPs in 2018, the Latino GDP was the single fastest growing. Latino real GDP grew 21 percent faster than India’s and 30 percent faster than China’s. The single largest driver of rapid Latino GDP growth since 2010 is personal consumption. From 2010 to 2018, Latino real consumption grew 133 percent faster than non-Latino consumption. This dramatic increase is driven by large gains in personal income, which naturally flow from Latinos’ rapid gains in educational attainment and strong labor force participation.
There is no cohort in America that is more resilient than the Latino cohort. Even during the pandemic, the latest NAHREP (National Association of Hispanic Real Estate Professionals) report shows that in 2020 the Hispanic market accounted for 52% of all net new mortgages. “Even with the pandemic, Latinos are still the primary believers of the American dream, there was even an increase in the number of second homes owned by Latinos. Latinos are matriculating on to college at the highest rate of all cohorts,” Trujillo notes.
In 2020 Latinos accounted for 52% of all net new mortgages.
The Latino GDP annual growth rate will be announced at the 2021 edition of L’ATTITUDE. The data is estimated by scientists employed by the Latino Donor Collaborative, a non-profit organization that strives to create a fact-based narrative of the Hispanic market through original research. The GDP is based on a detailed, bottom-up construction which leverages publicly available data from major U.S. agencies. The most recent year for which the core building block is available is 2018.
Latinos Explain the Vast Majority of U.S. Population and GDP Growth
According to Trujillo, who served as the CEO of Telstra, US West and Orange S.A. and has held executive positions in the United States Federal government, the Hispanic market contribution to U.S. population growth is particularly critical in the light of low baby boomer and Gen X birth rates. Accounting for 60% of expected population growth from 2005 – 2050, US Latinos are the fastest growing ethnic cohort in America. Trujillo notes that the “single most explanatory factor for GDP growth is labor force growth rate. Because there are more people working with more money in their pockets and this allows them to consume more and therefore the national output grows.”
As a passionate American citizen, Trujillo says that he needs to make sure that GDP growth is sustainable on the face of a a declining population growth rate of the Anglo American cohort: “The baby boomer cohort is at a net decline, the GenX birth rate is even lower. The African American population growth is flat and the Asian American is growing, but from a small basis. The very high Latino cohort growth rate is more than offsetting the net negative growth of the Anglo American cohort.”
The Latino growth rate is more than offsetting the net negative growth of the Anglo American cohort.
More Immigration Needed to Increase Workforce
Trujillo, the first CEO of a major corporation who is Latino, adds that the only way for continued growth of the U.S. economy is through more workers who can consume: “Robots do not consume, although everyone says they will replace everybody.” As an example of the negative impact of restrictive immigration policies, Trujillo cites Japan, a country that was very productive through the baby boomer cohort and has been stagnant for the last two decades, because it stopped immigration. According to Trujillo, in about 7-8 years China will be hitting the same wall. Trujillo refers to the Reagan administration as an example of an economically impactful immigration policy. On Nov. 6, 1986 Ronald Reagan signed the Immigration Reform and Control Act of 1986, the most far-reaching immigration law passed during his presidency. The Act’s most significant effect was that it allowed immigrants who had entered the U.S. illegally before Jan. 1, 1982 to apply for legal status, provided they paid fines and back taxes. This provision — which Reagan himself referred to as “amnesty,” allowed around 3 million immigrants to secure legal status after paying US $185, demonstrating “good moral character” and learning to speak English.
Hispanic Market: Access to Capital is Paramount
As the aging baby boomer cohort retires, Hispanic market participants are increasingly creating businesses and jobs. In fact Trujillo says that “Latinos are the most prolific entrepreneurial cohort in America, generating over 80% of net new business, but they don’t have access to capital. We need more people to create wealth by providing access to capital and fund investments.” Access to capital will be an important topic on the agenda of the upcoming L’ATTITUDE conference Sep. 29-Oct. 2, 2021.
U.S. Latinos are making America younger, more entrepreneurial, more likely to be employed, and increasingly affluent. They are contributing disproportionately to America’s productivity and economic growth. The Latino factor is a critical driver of America’s New Mainstream Economy.
This Sunday, June 20th, CNN en Español will present special programming dedicated to portraying the remarkable lives and stories of Latinos whose names will remain in the hearts of many for generations to come.
Starting at 7 PM (ET) the HBO Original Documentary “Siempre, Luis” will air in the U.S. region only and tells the story of an unstoppable changemaker and proud American, Luis A. Miranda Jr., who is a Puerto-Rican community activist, prominent New York political consultant, and long-time Washington Heights resident.
The film tracks Luis’ journey in the United States, which began with his acceptance to a clinical psychology doctoral program at New York University. Following his move at the age of nineteen, Luis quickly finds success in the competitive and fast-paced world of New York City politics, becoming a key figure in communicating to political candidates the importance of engaging with the Latinx community.
When disaster strikes Puerto Rico in the form of Hurricane Irma and is quickly followed by the catastrophic devastation of Hurricane Maria, Luis uses his influence and resources to mobilize powerful figures and organizations to bring aid to his home island in a most dire time, working closely with his family along the way.
He bears witness to unprecedented national political apathy in the face of the deadliest natural disaster to strike Puerto Rico, becoming an advocate for a Puerto Rican diaspora reeling in its aftermath. He grapples with a growing national xenophobia that threatens his family’s vision of a more inclusive Union. Without missing a beat, he works to bring a much-needed fundraising, and morale-building, new touring production of Hamilton to the island alongside his son, Lin-Manuel, all while remaining a committed father who refuses to outsource the around-the-clock obligations that define fatherhood.
“Siempre, Luis” features interviews and appearances by notable figures in politics and entertainment, such as former Secretary of State Hillary Clinton, Speaker of the House Nancy Pelosi, the late former New York City Mayor Ed Koch, Senator Chuck Schumer, former New York State Assemblyman Roberto Ramirez, former New York Secretary of State Lorraine Cortez-Vazquez, U.S. Congresswoman Rep. Nydia Velalquez, Hamilton producer Jeffrey Seller, and many more.
More special programming
Following “Siempre, Luis,” CNN en Español will present the 30-minute special “Arte con Corazón Latino,” hosted by CNN en Español Correspondent Maria Santana and filmed completely in New York City at the Hispanic Society Museum & Library’s around the museum’s latest exhibit, Latinx Diaspora: Stories from Upper Manhattan.
The idea for the exhibit originally began as a commission inspired by this HBO Original Documentary, “Siempre, Luis,” and all the works that make up the murals contain a written quote from the special itself. The installation encompasses a mural program painted by artists Carlos Jesús Martínez Domínguez (FEEGZ), Dister Rondon, Danny Peguero, and Carla Torres.
Northern Manhattan Arts Alliance (NoMAA) partnered with HBO to select four local artists from among nearly 20 submissions. The artists were commissioned to execute a continuous mural series consisting of 4 “Milestone” panels, separated by 3 “Transition” murals unveiled on La Plaza de las Americas, United Palace, New York City in October 2020 for two weeks.
In this special, María Santana speaks with Philippe de Montebello, chairman of the Hispanic Society’s Board of Trustees, the Museum Director, Exhibit Curator, and the artists themselves, in and around the museum grounds, as well as showing throughout a few key Washington Heights locations. Santana does a visual deep dive into each of the works and discusses the artists’ inspiration and thought process behind their creation.
“It a great honor for me to present these films on Father’s Day whose main link is the story of a man who is considered an institution in the City of New York, especially in Washington Heights. Luis Miranda is his son’s, Lin Manuel, inspiration and these productions will inspire millions of Latinos in this country and around the world,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S.
Don’t miss “Siempre, Luis” #siempreLuisCNN and “Arte con Corazón Latino” starting at 7 PM (ET) Sunday, June 20th on CNN en Español.
The new programming will offer advertisers a chance to integrate with a top brand and its top talent on TV, Digital and Social in a seamless and targeted way to reach the ideal Latino audience: the most connected, highly educated, affluent Latinos with the highest spending power – the CNN en Español audience. Iconic TV personalities Maria Celeste Arrarás and Mario Kreutzberger “Don Francisco” will join CNN en Espanol’s acclaimed pool of on-air talent.
Fresh off the heels of its third consecutive year of growth in TV primetime and its highest digital audience since CNNEspanol.com’s launch, CNN en Español unveiled today its new programming for 2021-2022, and the Sunday night primetime lineup Domingo de Gigantes. With this new programming lineup, the network is poised to reinvent news sponsorship and will offer commercial partners a unique, 360° TV and Digital sales opportunity across all its platforms.
Arrarás will lead the network’s new documentary and investigative block, CNN Docufilms con Maria Celeste Arrarás at 8 PM (EST) . Coming off the success achieved in the special series he recently presented on CNN en Español, Kreutzberger returns with a new edition of “Don Francisco: Reflexiones 2021.” Kreutzberger will head Don Francisco: Reflexiones, at 9PM (EST) featuring close, thought-provoking conversations with celebrities and special guests around human connection and hope for the future.
These two new primetime Sunday shows will join the network’s celebrated En Dialogo con Longobardi with Marcelo Longobardi, and Oppenheimer Presenta with Andres Oppenheimer, as well as the network’s flagship weekend newscast, Mirador Mundial with Rafael Romo, all available in HD along with the rest of the network’s programming.
In addition to CNN en Espanol’s strong three years of growth in TV and ending a year with its highest digital audience, CNN en Español has asserted its strong social footprint as the most followed general news media outlet in Spanish on Twitter, Facebook, and Instagram. Also CNN en Espanol’s Audio unit
posted triple-digit year-on-year growth and its highest year on record in monthly downloads, leading with podcasts such as CNN 5 Cosas, Coronavirus: Realidad vs. Ficcioncon Dr. Elmer Huerta, Aristegui and Jose Levy’s Desafios Globales, among others.
Latinos in the US are the single largest and highest spending minority group in the country.
“CNN en Español can deliver a young, upscale, educated, bilingual Latino audience like no other network in the US, and the time is ripe for brands to join us in maximizing our relationship with this sophisticated, exciting, evolving consumer”, said Cynthia Hudson, Senior Vice President and Managing Director of CNN en Español and Hispanic Strategy for CNN/U.S. “Latinos in the US are the single largest and highest spending minority group in the country, and our excellent programming and an unparalleled team of on-air talent can bring brands closer to this audience than any other.”
Other initiatives that will be central to CNN en Espanol’s 2021-2022 season programming lineup are its ongoing Proyecto Ser Humano series, the network’s effort to raise awareness and find solutions to pervasive systemic discrimination through reporting, as well as special programming and coverage surrounding Hispanic Heritage Month to celebrate the contributions and rich culture of Latinos in the U.S., Voto Latino coverage of the 2022 Midterm election process, and continued expansion of our award-winning news, business, travel, entertainment and feature content that have made CNN en Español a top destination for US Latino audiences on all platforms.
Audience engagement rules in the digital age. Due to the rapid growth of video consumption, video engagement plays a crucial role for digital publishers. Video player features and implementation are key factors. Here we look at how two digital media properties increased their audience engagement metrics through video.
The Digo Video Player is offered to Digo Hispanic Media partner publishers in order to help them increase video impressions and to monetize them better. The Digo Video Player has multiple customizable features such as: Player Ratio, Player Settings, Floating Player and Floating Position. “We provide several formats such as the Fixed Player and in-Read Player but our most successful format is the “In-Slider”, says Augusto Romano, CEO of Digo Hispanic Media. “We call it this way because it combines features from the in-stream and video slider formats. This allows us to monetize the content with pre-rolls CPMs, which are premium placements and are 50 to 100% higher than video slider CPMs. When it comes to customizing ads you can choose among different settings. For example, you can choose an ad to be pre, mid or post roll; you can select a frequency cap, time between ads, among others; and for the ad to be skippable or not,” Romano adds.
The In-Slider combines features from the in-stream and video slider formats and allows to monetize the content with pre-roll CPMs, which are priced 50% to 100% higher than video slider CPMs.
Audience Engagement Increases Through Video Player Introduction
Digo’s Video Player was integrated in two digital publications El Vocero and El Colombiano. How do executives at these two publications describe the level of engagement and/or time spent of their audience as a result of the implementation of the video player? “Once we integrated the video player we have noticed not only a better response from visitors, but also an interesting increase in time spent on our page. The use of video news along with the advertising is a powerful tool to increase traffic and engagement, ” says Salvador Hasbún, President of El Vocero. “Since we implemented the video player strategy, the average time on screen increased to almost one minute for the Hispanic audience in the U.S. The engagement with our pages has increased gradually and enhanced page views per session. We believe in the power of video and its monetization, because it can engage the user in a shorter way than reading the content increasing the consumption of content on our site,” Laura Katerine Valdés, Digital Leader at El Colombiano, notes.
The use of video news along with the advertising is a powerful tool to increase traffic and engagement.
The Digo Hispanic media team works with publishers in order to better fulfill advertisers KPI’s. CEO Augusto Romano explains two initiatives in this regard. One is the “Digo: Better KPIs” initiative, where “our operations team collaborates with the publisher through an assessment that identifies opportunities in viewability, load times, ad-formats and guides them in the implementation of the solution approaches.” The other initiative is the “Digo: Play it More” initiative, which identifies opportunities to create more and better video inventory. “Here we work along two axes, player position, and content strategy, achieving excellent results,” Romano adds.
Since we implemented the video player strategy, the average time on screen increased to almost one minute for the Hispanic audience in the U.S.
Audience Engagement: For Video Advertisers to Take into Account
“Advertisers should take into account that by nature visitors will try as much as possible to avoid advertising, therefore video ads must be short, attractive and with a powerful message grabbing the attention from the first couple of seconds,” Salvador Hasbún, President of El Vocero notes. “Advertisers should consider that video is a good way to increase the engagement in websites, because the content can be consumed in a shorter time, providing the user the option to see more videos and read more articles,” El Colombiano’s Valdés notes.
To improve audience engagement, publishers and advertisers should continue improving the user experience and engagement, particularly around video content when it comes to connect with the Hispanic consumer. El Vocero’s Hasbún notes that “the most important factor is to keep supporting sites that are really relevant to the US Hispanic population. Hispanics are tied to their roots and content relevant to them generates an immediate bond.”
“We think that Hispanics will always be connected with what is happening in their countries, and that they are constantly looking for relevant and trustworthy content about it. We have the commitment to continue informing our Hispanic audience,” asserts El Colombiano’s Valdés.
Advertiser Demand for Safe Editorial Environments
“We are spearheading an initiative to present advertisers and agencies in the U.S. the benefits of each property we represent to make sure they understand the weight and value that each contributes to the communities they serve,” says Romano. “Although there are several solution approaches and initiatives in order to solve the uncertainties of the cookieless future, there is a large amount of advertisers who demand safe editorial environments and contexts. Publishers must be prepared to meet this challenge so that advertisers benefit from opportunities ahead.”
there is a large amount of advertisers who demand safe editorial environments and contexts. Publishers must be prepared to meet this challenge so that advertisers benefit from opportunities ahead.
CNN en Español’s programming and key audience highlights across different platforms including TV, Digital, Social and Audio will be presented at the Virtual UPFRONT on Tuesday June 15 at 1pm est. Register and get a first-hand look at what CNN en Español has in store for fall 2021-2022.
At the CNN en Español virtual Upfront new programming, great talents and opportunities to expand advertiser coverage through the CNNE network and digital platform will be discussed. Send your information to email@example.com and she will gladly help you with the registration process.
CNN en Español and CNN Audio announced the addition of the new podcast GloboEconomía, thus expanding the news network’s multiplatform content offering.
In this new audio product as in his does in his show GloboEconomia every Saturday, from 8-9 pm (Hora Miami) on CNN en Español, José Antonio Montenegro and his guests will analyze every week the current issues and trends that shape the economic, political and social news.
Among CNN en Español and CNN Audio’s original podcasts are “Coronavirus: Reality vs. Fiction with Dr. Elmer Huerta”, “Desafíos Globales with José Levy”, “Zona Pop CNN” and “CNN 5 cosas”. Audiences can also listen to the audios of the network’s programs such as “Aristegui”, “Conclusiones” and “Oppenheimer”, among others.
In the first episode of GloboEconomy, “Inclusive Globalization”, José Antonio Montenegro spoke with Professor Álvaro Santos, from Georgetown University, about the need to find global economic policies that provide a more generalized benefit to the entire population.
Montenegro, a lawyer, economist and communications expert, has directed and hosted the weekly program GloboEconomía on CNN en Español since October 2004. For 17 years he has been an executive in different financial institutions in Europe and the United States, before dedicating himself full time to the world of economic information from New York, where he has lived since 1990. Montenegro is also editor-in-chief of DesdeWallStreet.com.
GloboEconomía podcast will be available every Saturday starting this week at cnn.com/globoeconomia and on all podcast platforms. A new 30-minute episode will be released every Saturday.
Canela.TV, one of the first AVOD streaming services for U.S. Hispanics, will host its first-ever upfront presentation themed “We Make It Happen / Lo Hacemos Posible” on May 17th at 3:00 pm ET.
Hosted by Canela Media’s founder and CEO Isabel Rafferty, the virtual upfront will reveal the exciting developments on Canela.TV’s slate for 2021 and beyond and showcase how advertisers can tap into the diversity and scale of Hispanic audiences.
Canela.TV’s platform was built exclusively for Latinos by Latinos, powered by Canela Media – the only certified female and minority-owned company in its competitive set.
“We Make It Happen / Lo Hacemos Posible” speaks to the heart of Latinos in the entertainment industry, as new barriers are broken, and Latinos have become a driving social and economic force in the U.S. Canela.TV has “Made it Happen” by creating a culturally driven platform whose offerings reflect the culture, values and diversity of Latino audiences, and where advertisers can connect with those audiences to elevate their brands.
Our focus on a demographic that has been undervalued in the past by most major streamers has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data.
“We are tremendously excited to be joining the virtual Upfront stage this year for the first time to showcase our approach to Hispanic-focused streaming,” said Rafferty. “Canela.TV has been growing at a phenomenal pace, thanks to our focus on a demographic that has been undervalued in the past by most major streamers. This has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data – giving advertisers valuable opportunities that they won’t be able to find with legacy media players.”
Canela.TV was launched in May 2020 and has since captured the attention of audiences looking for multicultural content that aligns with their culture, values and interests. Earlier this year, Canela.TV debuted Canela News, the first free live streaming news service with daily broadcasts aimed directly at cord-cutting Hispanics.
Our platform is empowering the next generation of Latino storytellers.
“We built Canela.TV from the ground up with the aim of making Hispanic viewers feel like their stories and voices were valued in media and entertainment,” added Rafferty. “Our platform is empowering the next generation of Latino storytellers, and we look forward to demonstrating just what this platform can do for advertisers at our upfront next month.”
Tune in on Monday, May 17th at 3:00 pm ET. Register for the presentation here.
Canela.TV will also be participating in the IAB NewFronts with a Spotlight Session on May 6th at 2:10 pm ET. The Spotlight Session is part of IAB’s Inclusion Institute initiatives to support DEI in the industry.
Starting February 15, the CNN en Español audiences will be able to enjoy a special 10-episode series of unique interviews in the style of this Hispanic television icon.
Mario Kreutzberger, better known as “Don Francisco,” will present “Don Francisco Reflexiones 2021” on CNN en Español and CNNEspanol.com.
In this special show, the popular entertainer will reflect, with his guests, on some of the issues that could concern and affect anybody. The common denominator of the program will be the sensitivity of the conversations, which will be developed through the personal stories of the interviewees, combined with the unique style of the famous host.
With almost 60 years of career, which began in 1962 in his native Chile, “Don Francisco” is considered an icon of Spanish-language television. He is the creator and host, among other productions, of “Sábado Gigante,” recognized by the Guinness World Records as the longest-running variety show in television history.
In “Don Francisco Reflexiones 2021”, we will see him in his new digital studio without interacting with an audience something totally new to him and specially built for this project and adapted to the circumstances imposed by the pandemic.
This show will also be a new experience for “Don Francisco”, because it is the first time that he will face an international audience with a 100% virtual production, whom will be able to participate by sending their questions, videos and their own reflections through the social networks of Don Francisco @DonFranciscoTV on his digital platforms, and at @CNNEE and the CNN en Español’s webpage, www.CNNE.com/donfrancisco and its social media network @CNNEE
About this new experience, Don Francisco has said: “I am a communicator in my 59th year in this profession that I am passionate about, and I cannot be silent when I feel that the world has so much to say. I am grateful for this opportunity given to me by CNN en Español to share my reflections with the public and my guests”.
“Don Francisco Reflexiones 2021” will include conversations with more than 30 guests, including prominent artists, personalities from the scientific and cultural worlds, and special interviewees who have had experiences that will make us all reflect.
It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN.
“Mario is a great interviewer and in this new stage he will unveil a novel format, at a time when humanity and the Hispanic world needs to share in a closer way, interacting in social and digital media and on the television screen of CNN en Español. It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S.
d2h Partners has acquired Arenas Group, the first Hispanic entertainment marketing agency of its kind in Hollywood,. The transaction reflects the growing demand for of OTT marketing, D2C and Direct Response expertise.
Both the Arenas and d2H brands will keep their names and identity, complementing each other’s extensive experience, and offering services including Publicity, Promotions, Creative Advertising, Media and Direct Response, and Consumer Insights. Founded by Santiago Pozo in 1988, Arenas Group has worked on more than 600 films and television campaigns throughout its 31-year history. d2H Partners, led by branded response veterans Marcelino Miyares, Jr. and Patricia Testa, is a direct response advertising agency also specializing in the US Hispanic market.
Portada interviewed Santiago Pozo, Founder, Arenas Group and Patricia Testa, Managing Partner, d2H Partners. They claim that “Arenas Group has always been a pioneer in the industry, and continues to stay ahead of the curve by bringing a deep understanding of the Hispanic values and culture to the studios. We are not a general market agency with a Latino arm, we are a Hispanic agency from top to bottom. ”
d2H Partners-Arenas Group: Changing Marketplace
Asked about how the new agency will adapt to reflect the changes in Hollywood and Entertainment (e.g. Warner Bros recently announced that it will be distributing movies on HBO Max at the same time as in theatres, the agency executives answer that” the recent announcement made by Warner Bros is a result of the unprecedented times we are living in, and opens up new opportunities to tap into a Latino audience who prefers to enjoy movies with their families at home for financial reasons. We continue to craft relevant messages for our campaigns that resonate with the Latino community.”
The recent announcement made by Warner Bros is a result of the unprecedented times we are living in, and opens up new opportunities to tap into a Latino audience who prefers to enjoy movies with their families at home for financial reasons.
Asked about whether the fact that a DR (direct response) agency (d2H Partners is buying a more traditional agency (Arenas Group) reflects that DR and D2C, including OTT Marketing, expertise has substantially grown in demand, the executives answer that. “The D2C environment is evolving, and the recent changes caused by the pandemic in how we consume entertainment, call for a more focused and direct approach. That is not to say that marketing and communicational programs traditionally used in the entertainment sector will disappear, but they will have to co-exist in a more D2C-focused marketplace.”
The marketing programs traditionally used in the entertainment sector will have to co-exist in a more D2C-focused marketplace.
Arenas Group’s key accounts include Walt Disney Animation Studios, Disney+, Netflix, 20th Century Fox, Archdiocese of Los Angeles, Sony Pictures, Paramount Pictures, independent producers, etc., for which they have provided a variety of marketing services from Digital to Publicity, Promotions and Creative. d2H accounts include leading marketers in the Direct to Consumer (D2C) space, such as NuWave, the maker of the Bravo XL Oven. Great HealthWorks, one of the largest vertically integrated direct-to-consumer companies in the US specialized in health and wellness, with its cornerstone product, OmegaXL. On the lead generation front, client Lincoln Heritage Life Insurance markets Funeral Advantage, the leading final expense life insurance program in the U.S.
Hispanic content company Impremedia is launching Siempre Auto: a digital destination specialized in cars and the automotive industry aimed at the Hispanic community living in the United States. Hispanic car buying habits support the launch as Hispanics are aware of 10-20% fewer car brands than the general U.S. population, according to Nielsen.
Automotive marketers targeting Spanish-language car buyers in the U.S have a new vehicle to reach Hispanic car buyers at Siempre Auto. Siempre Auto offers specialized information about cars in Spanish. The content seeks to help readers to make the best decisions regarding their mobility needs. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “The reader always comes first. We provide the right information to suit the consumer’s needs: whether that is buying or selling a car, doing maintenance work on your vehicle, or staying updated with the news in the automotive industry.”
Over the past decade, the market of Hispanic car buyers and owners has undergone high growth and now comprises a very lucrative segment for the auto industry.
Siempre Auto: Targeting Hispanic In-Market Car Buyers
Over the past decade Hispanic car buying habits have undergone high growth and now comprise a very lucrative segment for the auto industry. “Despite that fact, there is no modern digital publication serving the needs of the Latino community: Siempre Auto will fill that gap,” says Iván Adaime, CEO of Impremedia. Adaime tells Portada that “out of the top 10 advertisers at Impremedia there are several automotive companies on top of insurance companies.” Adaime notes that “data shows that 92% out of the 17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months. And this trend is fueled by more affluent Spanish-dominant Hispanics”. Impremedia mostly targets the Spanish-language market in the U.S. In fact, Adaime earlier this year told Portada that he has not seen the model of publishing in “english with cultural nuances working at scale.”
17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months.
Hispanic Car Buying Habits: Less Car Brand Awareness
Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian American – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “Automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. But when purchasing a vehicle, Hispanic and Black shoppers consider six to seven brands by the time they’re ready to buy. This represents two more brands compared to Asian Americans and non-Hispanic Whites. Hispanic and Black shoppers are more receptive to advertising efforts even if a brand wasn’t top-of-mind in the first place.” The reports adds that “Omnichannel advertising is essential for reaching multicultural consumers. Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.”
Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.
According to Impremedia’s Adaime, “Hispanics’ finances dictate pragmatism, that could mean buying used cars or being very practical and price-conscious when buying a new one. We also know that Hispanics over-index for being in buying mode and thinking about making a car purchase in the near future.”
New publications will be added in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and a lack of publishers serving those audiences.
“We are planning to launch new publications in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and, on the other hand, a lack of publishers serving those audiences. In this regard, the next few months are going to be pretty busy for us,” Adaime concludes.
Automotive has been hit less hard than many retail sectors during the pandemic. Car makers have been innovating both in their relationship with dealerships as in the way they reach out to end consumers. To get a better understanding of the state of automotive marketing, Portada interviewed Pamela Arteaga, Global Marketing Manager Cadillac. Her take on brand-dealer relationships, customer outreach through non-physical channels, her Hispanic heritage, sales attribution models…and more.
The communication between car makers and dealers lies at the heart of automotive marketing. According to Arteaga, the connection between car dealerships and Cadillac has been tight throughout the pandemic. “We started to hear about the pandemic situation in China early on and we developed some best practices from China and we started tailoring material and using guidelines from our Asian and Chinese teams. These guidelines include the cleaning of cars. The use use of apps so that they don’t have to go to dealerships, pick up processes and other actions to connect with customers through non-physical channels.”
Automotive Marketing: Learning from China
Arteaga mentions “that one of the learnings from China was that through a joint effort of brand and dealerships they were doing events via social media like Facebook live and Instagram events. People went online to watch a review of the car, to learn about technologies etc. ”
In March 2020, just before most lockdowns were instituted, the automaker made its Cadillac Live service available in all 50 states across the United States. Those efforts have included launching online video sessions with brand representatives to explore cars, a service that saw a 50% increase in visitors once the pandemic started, WARC reported. Cadillac Live allows for the reservation of a time for a live agent to tell the prospective buyer about the details of the car. Information of the customer is taken and a test drive and information is shared with the dealer.
Online video sessions to explore cars saw a 50% increase in visitors once the pandemic started.
Arteaga specializes in brand strategy and is responsible for bringing brand and marketing consistency to Cadillac’s 9 international markets, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel. Out of her work in Mexico she also derives insights that are useful for the multicultural market in the U.S. where she supports U.S. multicultural marketing which is led by Alexis Kerr, Head of Multicultural Marketing, Multicultural Strategy, Content and Execution at Cadillac.
Born in Toluca, Estado de Mexico, Mexico. Arteaga is a proud Mexican woman and mother to a 5-year old
living in Detroit. She graduated from Tecnológico de Estudios Superiores de Monterrey with a bachelor’s degree in Communication Science in 2003 and an MBA in 2014 from the same institution. Automotive marketing became her passion early on as she worked for General Motors Mexico for over a decade where she helped grow Buick, GMC and Cadillac as the Marketing manager and relocated to Michigan in January 2019 to take on her current role. According to Arteaga, to have a Hispanic-Latin American background can substantially help a brand marketer: “It provides more tools to be thoughtful and holistic about tactics. It also helps tailor messaging and strategy and to see things differently. We want to build a community We have been working for the last couple of years to bringing a face to our advertising but also to the people working on it in-house and in our agencies.. So that the customer feels we are on the same page and have a unique point of view that is tailored to them. ” “When it comes to Hispanic in the U.S., we want to make sure to be authentic and are not necessarily ROI driven.”
A Hispanic background provides more tools to be thoughtful and holistic about tactics and strategy.
Cadillac’s Pamela Arteaga will be one of the many leading brand marketing executives to speak at Portada Live Latin America. To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.
Automotive Marketing: Unique Local Markets and Move to Digital
Asked about what changes she has seen in the markets she oversees over the last 6 months, Arteaga emphasizes that each market is unique and has its own nuance. “There are differences between Asia and America in terms of how consumers react to digital tools. Canada and U.S. have the Cadillac live online platform while China is planning to implement it.” Mexico has it for Chevrolet, and Cadillac is exploring to have it for Cadillac (Live) as well.
Arteaga adds that when it comes to the media mix there has been an overall move to digital -including retargeting, social, search and influencers – both in the U.S. and Mexico. “This is a trend that already surfaced before the pandemic, particularly when targeting the luxury consumer.”
Cadillac’s Multitouchpoint and Media Investment Optimization Tool
Sales attribution models also please an important role in automotive marketing. Cadillac uses a high propensity targeting tool that provides details on how likely prospects are to buy a Cadillac. ” We use both a multitouch and media Investment optimization tool,” Arteaga says. “Our M1 High propensity tool, allows to talk to customers from an audience perspective and follow them via offline and online media. These tools are advanced analytics or machine learning programs that look longitudinal over time examining across dozens of categories of variables and hundreds of individual independent variables. Dependent variables can be rotated, but most of the time it is sales. Outputs are ROI by media type, ROI by media type by model, ROI by Marketing activation (e.g. auto shows), Marketing budget needed to hit sales objectives, etc. These models are 85%+ accurate proven by back testing and a technique using an in sample and out of sample error testing.
Our M1 High propensity tool, allows to talk to a customer from an audience perspective and follow them via offline and online media.
Arteaga notes that the marketing pioneer John Wanamaker (1838-1922) once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. “In the 21st Century, advanced analytics and machine learning can tell us with a high degree of accuracy the effectiveness of marketing by media and channel,” she concludes.
Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S., was recognized by the Association of Latino Professionals for America (ALPFA) as one of the“50 Most Powerful Latinas 2020.” On October 8th, ALPFA celebrated these women through an event titled “Most Powerful Latinas Women of ALPFA, Values Leadership with Purpose.”
For the fourth year in a row, ALPFA is proud to honor fifty successful women who are navigating their business divisions, companies, and industries through these challenging times with a values mindset and a purpose focused on serving the community and the greater good.
The list is made up of powerful Latina women that includes Jessica Alba, Jennifer López, Gloria Estefan, Sofía Vergara, Eva Longoria, and Rosario Dawson, among many others. This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.
This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.
CNN en Español Network was also honored during THE FAXIES Awards 2020 virtual celebration by Cablefax. The FAXIES, an awards program in the b2b space, include Behind-The Screens Executives & Teams, marketing & PR campaigns and audience engagement experiences.
Proyecto Ser Humano Campaign
Proyecto Ser Humano (The Humanity Project) is an ongoing campaign that defines CNN en Español mission. The project focus on modern-day discrimination, how society is working to solve this violation of human rights, and how we can all combat the stereotypes and behaviors that lead to the indignities that are the hallmarks of discrimination.
The significant results of Proyecto Ser Humano’s participation in THE FAXIES was the following:
CONTENT MARKETING CAMPAIGN
1st Place: Proyecto Ser Humano (The Humanity Project)
CORPORATE SOCIAL RESPONSIBILITY
3rd Place: Proyecto Ser Humano (The Humanity Project)
INTEGRATED MARKETING CAMPAIGN – CSR
2nd Place: Proyecto Ser Humano (The Humanity Project)
PUBLIC AFFAIRS CAMPAIGN
3rd Place: Proyecto Ser Humano (The Humanity Project)
CORPORATE SOCIAL RESPONSIBILITY
3rd Place: Proyecto Ser Humano (The Humanity Project)
The real estate industry is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Real estate brokerage Coldwell Banker is implementing an Inclusive Ownership Program to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the sector. To get a better undetstanding of the initiative and its diversity marketing implications, we talked to Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the holding company that owns Coldwell Banker. Riveiro is a member of Portada’s Council System of Brand Marketers.
A recent study by ad agency Oberland finds 91% of Americans believe their actions and the actions of brands will lead to sustained change on the social-justice front. According to the study, 42% of Americans aged 19-26 have stopped buying a brand that has been exposed for racist behaviors. Almost one-third of those surveyed want to see brands provide employees with appropriate diversity and inclusion training. 20% want brands to commit to hiring more Black employees. Are brands not just doing the talk but also the walk? And how are their diversity initiatives reflected in their marketing strategies?
Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the company that owns Coldwell Banker, tells Portada that “the real estate industry as a whole is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Coldwell Banker has identified this issue and is committed to not only expand its diversity in-house, but more importantly, be a leader in servicing, mentoring, and championing diversity in the real estate industry,” Coldwell Banker has a network of over 94,000 affiliated residential and commercial real estate sales professionals in 3,000 offices across 43 countries and territories.
We are commited to be a leader in servicing, mentoring, and championing diversity in the real estate industry.
Diversity Marketing: How is Coldwell Banker Prioritizing Diversity?
Coldwell Banker’s Inclusive Ownership program is an initiative to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry. Each new brokerage that affiliates with Coldwell Banker will not pay the initial franchise fee and will receive financial incentives to support diverse business owners in the critical first two years of business. Benefits include up to $100,000 of funding, royalty fee rebates as well as education and mentorship. Owners will also receive membership and conference registration for an industry partner group of choice. As part of their inclusive Ownership program Coldwell Banker recently welcomed three minority owned new brokerages: Coldwell Banker Omni Group in Santa Ana, Calif., owned by Tina Marie and Rich Hernandez; Coldwell Banker Action Holdings in Grand Island, Neb., owned by Amber Schuppan; and Coldwell Banker Commercial Northland in Flagstaff, Ariz., owned by Becky McBride.
How Large are Minorities in the U.S. Realtor Base?
According to the National Association of Realtors, Hispanics/ Latinos accounted for 10 percent of REALTORS®, followed by Black/African-Americans (six percent) and Asian/Pacific Islanders (five percent). New members tended to be more diverse than experienced members. Among those who had two years of experience or less, 27 percent were minorities. Spanish is the most common second language that members were fluent in. Among all REALTORS®, 13 percent were born outside the U.S.
27 percent of realtors who have two years of experience or less are minorities.
Diversity Marketing: How is the Diversity Initiative Supported?
How does Coldwell Banker’s objective of Cultural Diversity impact Marketing? Riveiro tells Portada that his marketing approach is to get the word out to as many industry people as possible. “We’re focusing on growing awareness among industry reporters and influencers talking about the program and connecting with various organizations / associations – National Association of Real Estate Brokers (NAREB), Asian Real Estate Associate of America (AAREA), National Association of Hispanic Real Estate Professionals (NAHREP) – to spread the word. The program almost markets itself, as we’ve had hundreds of respondents interested after we first announced it though there are still steps needed to keep up the momentum.”
According to Riveiro, “an additional tactic that sets this program apart is the one-on-one guidance, mentoring and overall support that Coldwell Banker, at a national level, provides to all participants that affiliate with this program. The support starts on Day 1, and agencies benefit greatly from ongoing guidance, access to materials and an immediate network of industry professionals on a nationwide platform”
What: Who are brands turning to in order to engage today’s evolving Hispanic Marketing audiences? Are Univision and Telemundo still the go-to networks? How are budget allocations shifting as new platforms and media emerge? We talk to industry insiders to find out. Why It Matters: While digital platforms allow for more effective targeting and messaging, Univision and Telemundo remain referential to Hispanic marketers. Their market share and consumer demographics resources make them pillars of Hispanic communication.
Evolving demographics and new digital platforms and formats are keeping marketers on their toes. But while online video and social media are extremely popular, some things don’t change. Networks Univision and Telemundo continue to wield considerable power in connecting brands with Hispanic audiences.
Telemundo, Univision: a source of knowledge about consumer demographics in Hispanic Marketing
Multicultural marketers watch Univision and Telemundo closely. The industry leaders are an example on how to keep up with the increasingly complex Hispanic demographic. In many ways, marketers are comfortable turning to them as safe bets for reaching and truly engaging Hispanic audiences. Chris Ota, Marketing Manager, Confections & Global Foods at Nestlé USA said that their Multicultural COE, led by Margie Bravo, “works very closely with Univision and Telemundo as they bring great resources and knowledge about with consumers demographics.”
MargieBravo, Multicultural Marketing Manager at Nestlé USA explains how the two powerhouse networks have seen the shifting Hispanic Marketing landscape evolve. “They are adapting the offering for the future as they more than anyone has seen their audience evolve as well.”
Larissa Acosta, Segments Integrated Marketing Lead at Wells Fargo, agrees.“Latinos are an important consumer segment for Wells Fargo, which is why Univision and Telemundo are key partners in our marketing mix. They both target the same audiences with similar programming. We don’t see one network as more effective than the other.”
Too few marketers cater to Spanish-Speaking Hispanics
Lucia Ballas–Traynor, Executive Vice President, Client Partnerships at Hemisphere Group, supports both Ota and Acosta’s arguments in favor of Univision and Telemundo’s effectiveness. “Tell me what general market network can claim the type of share that Telemundo and Univision have. That’s what marketers and buyers should focus on,” she says.
Tell me what general market network can claim the type of share that Telemundo and Univision have? That’s what marketers and buyers should focus on.
She also explains what it means that Univision and Telemundo still hold such a high share of Hispanic audiences. “It means that regardless of acculturation level or language proficiency, Hispanics are still largely underserved by general market choices.”
English or Spanish. What difference does it make?
Regardless of which language Hispanics speak primarily, Spanish plays a key role in their identity. For this reason, “reaching ‘Spanish-language Hispanics’ is still a priority for a select group of marketers, but should be part of every marketer’s strategy,” adds Traynor.
Nonetheless, Morgan admitted that Univision and Telemundo are far more targeted to the bilingual or Spanish-dominant Latino. They “still don’t address the English dominant ones, as the majority of their programming (95%+) is Spanish-language.” As the Hispanic becomes more acculturated and bilingual, Morgan, at least, does not see them switching to English: “Their core business is Spanish-language television, so the story they tell in the marketplace speaks to that.”
New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant. We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.
Acosta of Wells Fargo seconds that sentiment, and adds: “Spanish language television has been delivering big ratings for a while now, so we are not surprised that the trend continues.” She also notes that much of the viewing for these networks is live, as streaming and time-delayed viewing become more common programming formats.
It’s complicated to address the Hispanic audience at the right level of inclusion. Marketers must understand that the Hispanic American today is complex. Bravo of Nestlé says that when Telemundo and Univisión started “[they] had a foreign-born population that didn’t speak English, but today the highest growth is coming from the second-generation of US-born Hispanics who are very proud of where they came from but want to also honor their American heritage.” For this reason, instead of focusing solely on Multicultural or Hispanics, many brands are opting for a Total Market approach.
More Brands Adopting ‘Total Market’ Approach
Nestlé is one of them. Their coffee Latino-oriented brands like La Lechera,Nescafé Clásico, and Coffee-mate communicate through both English and Spanish advertising. Bravo adds that “The Spanish creative may be slightly different to acknowledge the nuances of how the brand is viewed or used amongst Latinos.” However, a Total Market approach seems to facilitate more flexibility.
Bravo also mentions that Nestlé has introduced “exotic flavors inspired by Hispanic tastes across several categories,” like confections, frozen snacks, and beverages. For example, take the Nerds candy ¡Lucha Grande! campaign. “For Hispanics some of these flavors may be nostalgic. But for Non-Hispanic Millennials, these flavors may add a cool twist to their favorite Nerds candy,” says Bravo. And the industry recognized this effort, awarding it the National Confectioner Association’s (NCA) “Most Innovative 2017 New Product” award.
Are Facebook and Google alternatives to Univision and Telemundo?
So what about the alternatives to Univision and Telemundo? Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures, said: “Univision and Telemundo are Spanish-language television networks,” says Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures. “Facebook, Google and now possibly Snap have more influence specific to Latinos, [but] those networks have small digital footprints.”
On the other hand, Acosta noted that new digital platforms do offer opportunities that television does not. “New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant…We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.”
Acosta adds: “Both networks have recognized that media consumption is changing. They’ve set very interesting strategies in play to evolve with the times.” By acquiring properties like Fusion, The Onion, and The Root, Univision’s strategy seems to target not just Hispanic, but Millennial audiences. Telemundo, on the other hand, promotes within NBC’s properties. “They are both important partners, and are among many other Hispanic targeted vehicles that are part of our media mix,” Acosta said.
Multicultural and Hispanic Marketing: different but the same?
While some people use the words “Multicultural” and “Hispanic” interchangeably, they most certainly do not mean the same thing. Still, many brand marketers do not have budgets for both types of targeting. Are media buyers and brand marketers starting to shift budgets away from Hispanic into broader Multicultural targeting?
Morgan of Latina Media Ventures asserts that he does see them as competing for budgets. “It’s about trying to tap into two buckets of money. Some brands just have one or the other, but it’s smart on their part if they can pull it off, as Multicultural blurs the color or ethnicity line.”
But Morgan does not believe that budgets will shift away from Hispanic to Multicultural. Hispanic “can be as specific as Spanish-language only. This means the exclusion of the fastest growing Hispanic segment, the acculturated Latino.” In his experience, “there are specific Hispanic initiatives and then there are Multicultural ones.”
Will both fuse? Will marketers have to choose?
Acosta of Wells Fargo agrees that both Multicultural and Hispanic marketing are evolving. This progress is thanks to demographic changes “combined with the growing influence of diverse cultures on the mainstream, particularly with younger, digital native generations.” She adds that they work closely with Association of National Advertisers, the Alliance for Inclusive & Multicultural Marketing, and other industry organizations “so that the work is reflective of the growing influence and acceptance of diverse insights in business planning.”
Acosta asserts that, at Wells Fargo, they do not see any demographics or audiences as competing for budget. Instead, they let “the business opportunity determine our segment strategies and budget allocations.” This means the company allocates budgets in segments that are driving business through studying campaign data and measuring performance. So, in the end, it always boils down to having the right data. It’s important to know your target in order to choose the right approach.
The U.S. government has given tax payers until July 15 to file and pay 2019 income taxes. Major Tax Marketing efforts therefore have been extended for 90 days. We asked John Sandoval, Senior Brand and Latino Marketing Manager at TurboTax owner Intuit, (and a Portada Council System member) about how he has adapted TurboTax marketing to the new social distancing environment.
Sandoval tells Portada that TurboTax’s biggest priority is maintaining taxpayers informed on how the current landscape can impact their filing situation. “Government economic incentives like the recently passed stimulus also has had an impact on millions of Americans, who may not have all the information available to fully understand how they could benefit or what it means to them.”
TurboTax was recently featured inGoogle-Youtube ads leaderboard as one of the 12 most-watched ads that encouraged consumers to stay at home. These brands adapted their message to help flatten the curve and fight the spread of COVID-19 across the U.S. The 12 ads on the platform’s list have generated more than 32 million views. The English-language ads were created by Wieden & Kennedy and media was planned and bought by both Camelot and Wieden and Kennedy.
Latest Tax-Marketing Initiative: Stay Home PSA Ads
Sandoval feels proud of this communication initiative and particularly about the fact that it was aired and communicated in Spanish supporting Turbo Tax multicultural marketinginitiatives (see ad below).
Sandoval adds that wile he has “seen some great companies run ads addressing the current situation on English-language TV, many of them have not complemented their efforts in Spanish-language TV.” “Our efforts speak to our commitment to the Latino consumer segment. In addition, we have a robust content strategy that provides in-language relevant information to all Spanish speaking customers, so they are up to date with all recent tax changes.” “Knowing that our consumers are doing so many things for the first time at home due to the current environment, we wanted to empower the community that “doing taxes” could be one of them.”
New Approach to Day-To-Day Tax Marketing
Sandoval tells Portada that his approach to day-to-day marketing has changed over the last few months. “What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side and give back to consumers in this unprecedented time. It has been very uplifting to see companies like Zoom donating video communication services to schools so that children can continue learning; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.”
What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side.
Messaging in Times of Social Distancing…
“Our messaging has always been connected to offering the ability to file at your convenience, while leveraging the expertise of our credentialed bilingual CPA’s and Enrolled Agents to file with confidence. During social distancing, this message has become more relevant than ever before. Many consumers will have to file their own taxes this year for the first time ever, and others will still need the support and guidance of tax experts, ” Sandoval asserts.
It has been very uplifting to see companies like Zoom donating video communication services to schools; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.
with Changing Patterns in Media Consumption.
“Media consumption is also shifting given the change in consumers’ daily routines, cancellation of live events, and greater need than ever before to stay connected to one another”, Sandoval claims. “At Intuit, we are constantly evaluating the different channels we use to communicate with consumers. Having real-time data allows us to be nimble and adjust our strategy and message to ensure we are being a valuable partner and a resource to all Americans, while being sensitive to the current situation we are all living. For example, with many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.
With many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.
In an exclusive interview Cynthia Hudson, SVP and managing director of CNN en Español and Hispanic strategy at CNN, explains how COVID-19 has moved her company to build new offerings in tune with audiences new content needs as well as to optimize content delivery across different screens.
In Q1 2020 CNN en Español’s linear TV audiences have seen triple digit growth rates compared to Q3 2019. The growth has been buoyed up because last March CNN en Español was included in the basic DirecTV package, which helped boost the channel’s overall audience to 22 million households. April 2020, was CNN en Español’s third highest month on record in terms of linear TV viewership by the 25-54 year old demographic.Hudson tells Portada that CNN en Español’s audience is growing at a very high rate, particularly in digital channels including video and podcast. April 2020 surpassed March 2020 as the biggest month on record in terms of unique visitors at https://cnnespanol.cnn.com, with 50 million unique users and 123% year on year growth, and 123 million video starts (130% year on year growth).
The high growth rate of digital audiences has enabled CNN en Español to substantially increase its programmatic advertising sales, particularly for video. “Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year,” Hudson asserts. “Our podcasts are sold out until July,” she adds. Regarding overall advertiser response in the current COVID-19 health crisis, Hudson notes that “advertisers are interested in finding ways to reach people with different messaging. They are conscientious about what the consumer really needs. Right now the consumer needs to know that he is not alone.”
Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year.
At least part of CNN en Español’s audience increase can be attributed to the high credibility of CNN en Español’s information. Hudson emphasizes that it is precisely in times of crisis that audiences crave for “real news, facts and reliable sources.”
Content: Everything Changed …
“COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your future and your family,”Hudson notes. “We are finding we need to grow where the people are and are developing new ways to engage with the audience,” Hudson says. As one example she cites the podcast “COVID19 con el doctor Helmer Huerta”, which has had an audience of more than 1 million listeners. To reinforce its connection with its audience CNN en Español recently activated the “Aquí estamos Campaign.” The campaign stresses that in times of uncertainty, the facts reported by CNN provide clarity and comfort. The campaign is being promoted internally at CNN as well as through CNN en espanol’s digital and linear TV channels. A new podcast analysing Latino issues and voting trends for the 2020 November election is in the offing. Called “Voto Latino” it will be led by journalist Juan Carlos Lopez. According to Hudson the podcast will address topics such as where Latino politics is going to and what is happening with the political season. “It’s important to take into account that however we manage politics in this country, it reverberates across the world,” she notes.
COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your future and your family.
…including Content Delivery
CNN en Español has been implementing a strategy of delivering content on specific topic areas over linear TV and digital vehicles (desktop, ipad, mobile phones etc.). These include anchor Xabier Serbia led programming on business/finance as well as “Vive la Salud”, a health and well-being show aired every Thursday after CNN’s global town hall. Some segments are specifically built for digital and are broadcast via the Facebook live platform.
Regarding 2021 programming, Hudson notes that the lessons learned during this process are going to continue in 2021. Hudson, who oversees all aspects of CNN’s Spanish-language media businesses, including newsgathering, and editorial content, plans a three pronged evolution of programming. First supporting the ongoing evolution of content delivery across different platforms. Second several documentaries and new series will air next year. Finally, CNN en Español is going to continue to build out content from its bureaus including its offices in Mexico and Argentina (e.g. CNN Primera Manana con Nacho Giron and all news format from CNN’s Argentina office.).
Mitú, a mlti-channel YouTube network targeting the LatinX consumer has been sold to Latido Networks. How much did Latido pay after investors poured more than US $50 million into Mitú over the last 8 years? What is the rational for the acquisition? And what does the transaction say about the growing LatinX advertising market?
1. To whom was Mitú sold to?
The company that has bought Mitú is a relative newcomer to the media sector: Latido Networks is a multiplatform media company that creates content for LatinX millennial and Gen Z viewers, it owns the Latin music-focused YouTube multi-channel network VidaPrimo, and recently acquired a minority stake in the double digitsin podcast company reVolver Podcasts. GoDigital Media Group — Latido’s parent in audio also owns the indie label Cinq Music, digital rights management company AdShare, and digital supply chain company ContentBridge. After the acquisition, Mitú will coexist alongside Latido Networks — the company’s media division that comprises a 24-hour connected TV channel called Latido Music.
2. What is the price of the transaction?
Sources at Latido did not want to disclose the price of the acquisition. However, its a safe bet to say that this has been a fire sale that provides Mitú a lifeline of sorts. Mitú has had difficulties finding profitability over the last years, in fact there are reports that it had been failing to pay YouTubers that were part of its multi-channel network their earnings as far back as last August and September, although creators now tell that payments have restarted in recent weeks. Multi-channel networks were very hot from the early years to the mid years of the last decade (e.g. Warner Media’s acquisition of Otter TV for US $ 1 billion and Verizon acquiring Awesomeness TV in 2016 for US$ 650 million). However, these companies were able to scale at a rate Mitú has not been able to.
3. What is the rationale for Mitú’s sale?
“It’s very much a “zipper” concept, meaning they provide much of what our other brands (most specifically Latido) were seeking to build, and we have the infrastructure and media impressions that will help Mitú get even more out of its brand reach”, a source at Latido Media tells Portada. Mitú has an engaged audience in the U.S., in English, a strong sales and sales support team. Latido has a Spanish-speaking audience that skews towards Latin America, (not U.S.), wide media distribution particularly in connected TV and global content production. Un-deduplicated audience numbers are 16 million U.S. monthly for Mitú, while Latido and Vida Primo YouTube network have more than 25 million in the U.S.
4. How much money did investors put to work in Mitu since 2012?
More than US $50 million. The high growth rate of the online video (advertising) market has been luring investors for the last decade. also in the multicultural space. In 2012, MItú got funding from a group of investors led by the Chernin Group.Then in November 2018, the company got an additional US$ 10 million in new funding led by San Francisco-based LEAP Global Partners along with participation from prior investors including Upfront Ventures. Previously, Mitú had raised $42 million from investors including Upfront, Comcast, WPP, Verizon Ventures, AMC Networks, Chernin Group and Awesomeness (now owned by Viacom).
5. How large is the LatinX Digital Advertising Market?
“Media companies simply cannot be relevant going forward without a strong foundation in the United States LatinX community,” Jason Peterson, the CEO of GoDigital Media Group — Latido’s parent company — said in the press release which announced the acquisition. Portada estimates, that digital advertising in English-language media targeting Hispanics (predominantly the LatinX market) rose to US $1.07 billion in 2019. Approximately 80% of that amount is sold by Google and Facebook, leaving approximately US $210 million for the other players. The changing profile of the identity of U.S. Hispanics is reflected in the evolving structure of advertising expenditures (check out our recent Insights Report-How brands engage U.S. Hispanics: New segmentation approaches), digital advertising in English-language media targeting Hispanics is growing at a high rate, while advertising in Spanish-language media is decreasing at a higher rate than overall advertising targeting Hispanics.
We talked to Terry Sell, national truck manager at Toyota Motor North America, about Toyota’s recent soccer campaign featuring Jorge Campos. Toyota is one of the top 10 spenders in broadcast TV advertising, with $157 million spent in 2017. Through the campaign “Choose the Toughest Field”, the car company has managed to reach out to three audiences: Hispanics, soccer fans, and car lovers. Here’s what Sell had to say.
Portada: Tell us what the “Choose the Toughest Field” soccer campaign is about.
Terry Sell: “The ‘Choose the Toughest Field’ soccer campaign is the 2019 soccer platform for Toyota. It builds powerful connections between the sport of soccer, players, fans, and trucks. The campaign was inspired by some of the more traditional playing conditions in Latin America. We considered that soccer is often played in dirt fields rather than nicely groomed grass. Those tough fields are where players exhibit their true potential, just like our trucks. The campaign’s commercials capture the toughness of the Tacoma and Tundra trucks as they take on tough terrains in a rough, non-traditional environment, thus their connection to the sport.”
TS: “Toyota has long recognized Hispanic guests as a linchpin of its success. Hispanic vehicle registrations account for over 20% of overall registrations, making the Hispanic market a significant portion of Toyota’s overall success. In fact, Toyota has been the number one automotive brand among Hispanics for14 consecutive years.”
Hispanic vehicle registrations account for over 20% of overall registrations.
P: On which platforms will it appear?
TS: “The campaign broadcast elements were timed for the 2019 Concacaf Gold Cup. But it will continue through March 2020 on other soccer media properties that we sponsor such as the UEFA Champions League, the U.S., and Mexican National Teams and Liga MX.”
P: Why did you choose retired Mexican goalkeeper Jorge Campos as your spokesperson?
TS: “We are delighted to partner with Mr. Campos. He is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player. His personal story, very much in sync with the attributes of the vehicles, resonates incredibly well with fans.”
Mr. Campos is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player.
P: How will you measure the success of the campaign?
TS: “Our goal is to drive consideration for Toyota trucks by increasing model association within their competitive set, and elevate ad awareness, vibrancy, opinion, consideration, and imagery. On the ground, through our interactive footprint at events, we are looking at engagement levels that funnel into sales leads.”
P: What other activities will you do around the campaign, off-screen?
TS: “The campaign has a diverse and robust digital and social component, including videos and rich mobile display ads and banners. For our social channels, we teamed up with Jorge Campos to develop a series of soccer technique videos. These showcase his great foot skills to engage guests in the sport.
Off-screen, we’re bringing the campaign to life through an interactive soccer footprint. It was present throughout the Gold Cup games and will be present during our sponsorship of Tour Aguila with our Club America partners in July. Also, it will appear at the Toyota Copita Alianza youth tournaments that continue through September.”
Off-screen, we’re bringing the campaign to life through an interactive soccer footprint.
P: Does this campaign appeal to any other market apart from Hispanics?
TS: “Soccer is part of the Hispanic culture. It is part of their life and brings generations together to enjoy the game. In fact, we know that Hispanics over-index when it comes to viewership in the U.S. With that in mind, our campaign fully focuses on this important target market for our brand.”
P: What challenges do you face with this campaign and how will you overcome them?
TS: “As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space. Toyota has supported the sport and engaged with its fans for more than a decade so we’re appreciative of the brand loyalty we’ve received from fans and owners over the years. We’ll continue to engage with fans by developing creative campaigns that leverage partners, properties and celebrity talent that truly speak to the fans and to the essence of the game.”
As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space.
P: What else are you working on?
TS: “As I mentioned, our campaign ambassador, Jorge Campos, engaged with us on a series of videos showcasing soccer techniques. In August, Jorge Campos hosted a soccer clinic at one of the Toyota Copita Alianza youth tournaments. We’ll also recognize a stellar student-athlete with a scholarship for their outstanding accomplishments in the classroom and on the field as part of our partnership with Alianza de Futbol.”