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.”
The Mexican LigaMX can be a much better experiential marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser -Busch, said during last week’s Portada New York.
Kelly, a member of Portada’s Sports Marketing Board, said that his company partners with the LigaMX particularly for soccer activations in the Southwestern U.S. which has a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada as well as cities like Houston, Dallas and, surprisingly Nashville. “All our world cup campaigns were about the Mexican National Team” (not the U.S. National Team), he told Portada’s Janet Grynberg during the keynote interview at Portada New York in the Westin Times Square last Thursday.
Chicharito Soccer Activation
Mexican soccer player Javier Hernandez (“Chicharrito”) has also been sponsored by Anheuser-Busch In-Bev brands. “The Chicharrito sponsorship worked very well and showed lift in the markets that mattered most”.”We don’t need brand awareness lift, what we have seen is retail lift in markets such as San Antonio and El Paso,” Kelly noted. “We activate 100% retail”, he added..
Anheuser Busch also activates jersey sponsorships of LigaMX teams through Corona (which is a Grupo Modelo brand; Grupo Modelo was acquired by Anheuser Busch InBev in 2012). LigaMX Club America recently switched its jersey sponsorship from Corona to Bud Light.
One of our objectives is to find out how to activate on a hyperlocal level.
Asked by an audience member at Portada New York whether it makes sense to bring a LigaMX team to play in the U.S, Kelly said that while this type of soccer activation would be popular in the region the match is played, beer wholesalers in other regions would not necessarily like it. However, Bud Light recently gave soccer fans in Las Vegas a chance to virtually experience a game 1,500 miles away with immersive technology. The four “Seats of Glory” were featured at Beerhaus, a beer hall on the Las Vegas Strip, for a Liga MX playoff match between Club América and Cruz Azul. Every fan over age 21 who visited the bar was able to watch part of the game in VR.
Anheuser-Busch InBev brands spent US$ 591 million advertising to the U.S consumer in 2017, according to Kantar Media.
What: Digo Hispanic Media and NGL Collective have announced an exclusive partnership. NGL’s Studio division will create custom content that will be anchored on Digo’s network of publishers and culturally relevant sites. Why it matters: The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s culturally relevant premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.
Digo Hispanic Media and NGL Collective are companies with a lot in common. Both were born from the need to cater to the needs of U.S. Hispanics. While NGL Collective, co-founded by David Chitel and Ben Leff, focuses on media and entertainment for the “New Generation Latinos”, Digo was born from the need to address the specific subsegment of U.S. Hispanics whose roots are in Puerto Rico, Cuba or the Dominican Republic.
The leaders of these two companies have over half-a-century of experience in the field between them, and now they have officially joined forces. Augusto Romano, founder and CEO of Digo Hispanic Media, and NGL Collective’s co-founder and Chief Operating Officer, Ben Leff, will lead a strategic partnership of their firms. Together, they will leverage Digo’s audience and NGL’s production services in order to reach U.S. Hispanic audiences through the right channels and messages.
NGL’s Studio division will produce custom content, which will then be distributed and amplified via the NGL Media and NGL Social platforms, and anchored on Digo’s culturally relevant sites and social channels.
“We are super excited to have found the perfect match for Digo’s audience engagement and content strategy. With NGL, we will not only be able to continue offering our audience high-quality content, but we will also be able to offer very relevant, familiar and even nostalgic content to our U.S. Hispanic audience. Even though our audience lives in the U.S., they deeply connect to the different publisher sites in our network. There’s a strong need to know what’s going on in their countries of origin, and what’s impacting their friends and family back home. Our audience also loves to share stories of success of other Hispanic men and women just like them with their friends and family here in the U.S.,” said Romano.
The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.
“It’s great to be partnering with Augusto and his team to extend NGL Studios’ best in class production capabilities to their clients looking to engage Digo’s audience with premium content,” said Leff.
“Digo’s unique publisher base, especially amongst Hispanic audiences from the Caribbean, represents a great complement to NGL’s existing massive video distribution platform,” adds Javier Chanfreau, President of NGL Publishing.
“This is perfect for brands that want to connect with a true premium U.S. Hispanic audience in a brand safe environment. Our Hispanic composition is the highest in the market at 93%. Brands will have access to sponsor these content series via our sales team and we will insert them in the storytelling to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.
What:H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. We talked to Pablo Rivera, VP of Publisher Development at H Code, about the strategy behind this deal and what’s next for H Code. Why it matters: This exclusive partnership is one of many signed by H Code in 2019. In order to create authentic connections, H Code reaches out to potential media partners in order to fulfill the needs of the Hispanic market.
“For the past 180 years, El Comercio has been a top source for national and global news for the people of Perú, and now through the group’s 11 digital sites, for those of Peruvian or other Hispanic origin or descent living in the United States. To be able to partner with such a prestigious organization allows H Code to access the most reliable digital properties and connect U.S. Hispanics with top brands through high-quality content,” said Parker Morse, CEO and Founder of H Code, in a press release.
Working exclusively with leading media companies across Latin America allows H Code to utilize large, engaged U.S. Hispanic audiences and maximize campaigns for brand partners. This exclusive partnership is one of many signed by H Code in 2019, including deals with Radio Mitre, AmericaTV, and Artear.
We reached out to Pablo Rivera, VP of Publisher Development at H Code, in order to find out more about the strategy behind these partnerships.
A Friend of H Code’s
Portada: How is H Code’s year going so far? What results have you seen from the deals you’ve closed already?
P.R.: We just celebrated our fourth year anniversary and our growth has been incredible to say the least. We started originally with 4 members and have now grown to 50+ employees across our offices in Santa Monica, San Francisco, Chicago, New York, and San Salvador. Part of our success has been thanks to our incredible relationships with 375+ publisher properties that resonate with the U.S. Hispanic audience and allow us to reach, target, and influence this powerful consumer market.
Portada: What does it take to become an H Code partner? What do you look for in the media companies you sign deals with?
Pablo Rivera: Creating authentic connections between publishers, advertisers, and U.S. Hispanics is imperative to H Code. In order to be able to do so, we reach out to potential media partners we know align with the needs of the U.S. Hispanic market. Our audience of 32 million Hispanic users come to our sites to consume content in their native language because they wish to stay connected with their culture and countries of origin while living in the United States.
When we search for our publishers, we consider the leading digital properties across Latin America, Spain, and the United States that we know Hispanics use most and look into their total reach in the U.S. We also examine the performance of each ad format, encouraging publishers to place their ad spaces in a very visible location on their sites.
Our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.
Approaching Peruvian Culture
Portada: Why did you decide to sign with El Comercio? Why Peru?
P.R.: Grupo El Comercio is known throughout Latin America. It’s premier site, for which the corporation is named, is the leading newspaper in Perú. We are proud to partner which such a respected publisher. H Code understands the diversity that exists within the U.S. Hispanic population, which is composed of groups from many countries of origin. Hispanics of Peruvian origin or descent are one such group, and it is important to us that we represent and become familiar with the nuances of their audience segment. Along with El Comercio, we have also closed exclusive partnerships with major newspapers from other LATAM countries like Mexico, Argentina, El Salvador, and others. As we continue to grow our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.
Similarities vs. Differences
Portada: What sets Peruvians apart from Peruvian Americans, or from the rest of U.S. Hispanics?
P.R.: U.S. Hispanics—whether foreign-born or U.S. born—are ambicultural, because they expertly navigate between Hispanic culture and American culture. Peruvian culture is unique to that country and, in this instance, can be defined as a subculture that exists as a part of the larger Hispanic culture. There are many similarities between Peruvians living in Peru and those of Peruvian origin or descent that live in the United States. Both groups, for example, share cultural passion points like food, family, Peruvian traditions, and more.
Relatively speaking, there are also significant differences, which is what we hope to address with our exclusive partnership with Grupo El Comercio. Due to the different brands that operate in Peru and those that operate in the United States, Grupo El Comercio will be able to deliver the right message from the right brands to the intended Hispanic audience via H Code.
Next Stop: Why Not the Whole Region?
Portada: What are H Code’s plans for the near future? What other markets are you looking to connect more with?
P.R.: In conclusion, we hope to continue to educate brands and publishers on the power behind a diverse audience. Especially the impact and influence of Hispanics in the United States. We continuously strive to maintain and grow our relationships with media partners in every Latin American country. Thus we ensure we reach every segment of U.S. Hispanics.
What: For years, large chains have targeted Hispanics by adding a special aisle with select items from their home countries. These days, this approach can be a bit outdated. Here are some Hispanic grocery shopping insights, as diversity and globalization demand a more integrated approach. Why it matters: Marketers are well aware that Hispanics are a huge consuming force that will only grow in time. It’s important to come up with ways to really cater to the community’s needs.
The Hispanic Cooking Rites
Us Latinos love our food. We love preparing it, we love planning it, we love buying fresh ingredients. Cooking and sharing is the ultimate family-bonding experience. Homemade meals are the first thing we miss when we’re away. We make them anywhere to feel at home. All these cultural traits not only make us great cooks, but also great produce and grocery shoppers. According to The State of the Plate, a 2015 Study on America’s Consumption of Fruits & Vegetables published by the Produce for Better Health Foundation, Hispanic grocery shoppers rank highest in produce consumption amongst 3 other ethnic groups (White/Non-Hispanics, Asians, and Black/Non-Hispanics).
There’s something all food marketers in the U.S. need to understand in order to cater to their Hispanic customers: From the moment the menu for a Hispanic table is conceived, every step of its preparation matters. Supermarkets appealing to the target can assert everything they must do to satisfy an ever-growing consumer base by being aware of the particularly ritualistic nature of Hispanic kitchens. Latinos love hand picking their food, buying enough ingredients to last for several meals, and trying out new ingredients on a permanent effort to enrich and expand their gastronomic experiences. But there’s one problem. Even though marketers are well aware that Hispanics are a consuming force, some have chosen to label and separate Hispanic (and generally ethnic) foods and products. This segregation rings counterintuitive and obsolete.
Finding the Balance Between Diversity and Globalization
Hispanics are widely diverse as a group. Every single Hispanic country has different ancestral dishes that require specific ingredients for their preparation. In addition, Millennials have been exposed to the culinary options of a globalized economy. This surely has an affect on traditional menus, even if Latino families have a specific and deep-rooted meal preparation routine.
Nearly six in ten Hispanics are Millennials or younger, according to Pew Research Center’s 2014 report, The Nation’s Latino Population is Defined by its Youth. 40% of American Millennials are multicultural, and more than half of this group are Latinos. As a global society would have it, we want to be able to make corn flour tortillas, but we want them filled with swiss cheese. According to The Why? Behind the Buy, a study conducted by Acosta Marketing and Univision in 2015, 57% of Hispanic Millennial Shoppers ages 25-34 say they often try new flavors/products.
For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America. […] It is unclear if this format is successful.
Nothing more American than… Pizza?
As we have said before in other articles, foods that used to be foreign at some point, like pizza, sushi, and tacos, are such a big part of a global food culture that no one hardly ever questions their place in American households. These days, being able to find a wide variety of products from around the world is expected. In some cases it’s a given, because we live in a connected world in which boundaries are more blurry each day. As Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, said to Portada in a recent interview, “An idea that is not aligned with the unstoppable trends of diversity and globalization is doomed from the start.”
How to Include a Niche
For a minority seeking inclusion, all manifestations of inclusion are welcome. Supermarkets could start by dropping the label “Hispanic groceries” to call them just groceries. Yet, many supermarkets have tried to cater to the Hispanic audience by adding “exclusive” sections with the products Latino audiences may find at home. “For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America […] Some of the largest, such as HEB in Texas, developed their Mi Tienda (My Store) format which is located in a high dense Hispanic neighborhood. A larger store than a neighborhood store. It is unclear if this format is successful” says Randy Stockdale, director of Solex Marketing Solutions.
Problem is, inclusive as this effort may appear at first glance, Latinos already comprise 17% of the total American population. Inserting a Hispanic section surrounded by aisles of “non-Hispanic” products might end up falling short for this ever-growing segment. “I don’t subscribe to a Hispanic aisle”, says Stockdale. “I would rather see the stores, particularly the larger chains, place like-items together and provide a greater convenience. Have you ever found Goya Olives in the general Olives section? Likely not.” Think of it this way: limiting their space is also limiting their consumption to one tiny section of an entire store.
In July 2017, a tweet got viral because one man saw the mockery potential of a supermarket freezer labeled “Frozen Hispanic.” He decided to pose as just that… a frozen Hispanic. The tweet got 152,278 retweets of people that didn’t see the need to separate frozen tamales from frozen chicken wings. Supermarkets would greatly profit from including Hispanic products without differentiation. It’s been proven that Hispanic consumers are generally willing to try new, different things.
Brands like Jarritos spark the joy of feeling represented and identified while being abroad. Many people immediately purchase products that make them feel homesick when they’re abroad. This speaks of the great importance of having a supermarket experience that appeals not only to your needs, but to your emotions, comfort zone, and memories of home.
And just like it would at home the store needs to feel just like any other supermarket with staple sections. In Canadian supermarkets, for example, diversity is tangible all around. A variety of multicultural shoppers experience all kinds of international foods available to everyone. Anyone can add tzatziki, udon noodles, and jasmine-infused rice pudding to their shopping basket.
Just as the world’s boundaries are thinner, the gaps between demographic segments are narrower. We want to connect to our heritage, but we don’t want to feel isolated by it. We all want to feel human. So, if including a separate Hispanic grocery section on the supermarket is no longer a viable option, what is? How to attract Hispanics and make them feel welcome and included while strongly driving purchase intention? The answer lies in the power of emotions.
What Should Supermarkets Do, Then?
In short? “Enhance their joy of shopping”, conclude Acosta and Univision on The Why? Behind the Buy. Perhaps general retailers could learn a thing or two from Hispanic grocery concept supermarkets like Northgate González Markets. The chain not only features an in-store tortillería, carnicería, and cocina, but that also offers children cooking classes and a gift certificate upon completing six lessons.
Or Fiesta Mart in Texas, offering a variety of fresh, organic, locally sourced produce with a side of social community programs to educate children and help feed the hungry. “I would not say [larger chains] are not doing a good job,” says Randy Stockdale. “They are trying at least. But, I would state that the larger chains should provide a friendlier-Hispanic atmosphere and improved merchandise. I am a strong proponent of bilingual in-store signage where the store is high-Hispanic density”. Therefore, the wisest move is to be inclusive and open-minded in both directions.
Both Fiesta Mart and Northgate Gonzalez are on the other side of the spectrum. Just as there are Hispanic aisles, there are entire stores that focus on the Hispanic community. But this doesn’t mean the general market should not come. There’s no reason to separate minorities, communities are not separate anymore. Everyone is welcome because everyone is from everywhere. No man is an aisle.
Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area based agency and brand direct clients. Digital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP.
Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area-based agency and brand direct clients.
Digital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP of Digo Hispanic Media. Digo Hispanic Media was born when two of the largest media companies in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic. Digo exclusively represents premium publisher brand-safe websites, of which it owns and operates the majority.
According to the Comscore June 2019 report, Digo has the largest percentage of Hispanics (93%) as part of their audience compared to its competitors. Digo’s websites also exceed their competitors when comparing their audience engagement with an average of 4.7 minutes per visit, providing advertisers a more premium, pure and engaged U.S. Hispanic audience to connect with.
What: Toyota has launched a campaign centered around young Latinos to promote its new Corolla sedan. Why it matters: One-third of Toyota’s Corolla buyers are Hispanic, and the company expects this number to grow by targeting young Latino’s via emotional connections and a multi-channel strategy.
Toyota, one of the brands that are already known for great success among Hispanic consumers, has launched a campaign to promote the new Corolla sedan. Developed by Conill, Toyota’s Hispanic marketing agency, the campaign tries to convey the spirit of the new Latino generation: expressive, straightforward and determined. The commercial, titled “WE” and directed by David Vergés, features the voice of Mexican actor, director, and producer, Diego Luna; as well as a mural by Mexican graphic designer and artist Ricardo Gonzalez.
For some years now, Toyota has put great effort into multicultural marketing, and it’s been known as an example of success in the matter. The new campaign follows this path and draws a comparison between the new Corolla and the most important traits of the young Hispanic generation: as Gonzalez’s mural Mas Loud implies, a generation that will speak up, loud and clear.
For Toyota’s vision of how to reach Hispanic millennials, one only need to listen to Luna’s words: “True. We’ve changed,” he says in Spanish as we see the driver’s sneakers pushing the car’s pedals. “We are a whole new generation. Confident, more expressive, adding our touch everywhere we go.” Portada talked to Samuel De La Garza, Small Car Group, Senior Manager, Toyota Motor, North America, to find out more about the campaign’s conception.
Portada: What are the key insights about the Hispanic car buyer behind this campaign?
S.G.: In the campaign, Corolla celebrates young Latinos’ unique points of view, stories, and contribution to culture. Their creativity and ingenuity are bringing freshness to the mainstream. The new Corolla’s more progressive style, connectivity, and power make it an ideal partner for building their own stories, free of labels. Young Latinos are also the most open and curious about hybrid vehicles. Corolla also offers a hybrid engine which gives them the option to choose the Corolla that suits their story best. And to reach younger Latinos, we use multiple channels combining digital and social, featuring dynamic copy lines and various creative assets.
Portada: What is the growth potential of Toyota in the Hispanic market? Is it larger than in the overall U.S. market?
S.G.: Over 50% of Corolla buyers are multicultural and most importantly, the compact sedan segment is the top volume segment in the Hispanic market. With the new redesigned Corolla and a campaign aimed to connect with young Latinos, we plan on regaining our segment leadership. It’s no secret that the auto industry is seeing a shift in sales from sedans to SUVs and trucks. This shift is happening at a slower pace in the Hispanic market, which makes Latinos a bigger priority for the brand in terms of overall Corolla sales.
Portada: How many of the 46 million Toyota Corollas were sold in the U.S? How many of those had Hispanic specific buyers?
S.G.: Currently, one out of three Corollas are sold to Hispanics, and we expect this number to increase.
Portada: Has the mural by Ricardo Gonzalez become viral? What social metrics can you share?
S.G.: The intention of the mural and Toyota’s partnership with its creator, graphic artist Ricardo Gonzalez, is to illustrate the bold spirit and cultural pride of Latinos. Hispanic youth resonated with the branded mural driving user-generated content. We have been very pleased with the feedback we have received for the mural in the commercial, located in Los Angeles, as well as murals we created in Las Vegas for the Latin Billboard Music Awards and at our Corolla plant in Blue Springs, Mississippi.
Portada: How does Toyota measure brand-lift through campaigns (overall and Hispanic specific)?
S.G.: We measure brand-lift through campaign ad trackers and/or specific brand lift studies via third-party vendors such as Kantar Added Value, Facebook, etc.
What: Energy BBDO has published the results of a study conducted to find out the true impact of the new government administration in Hispanics’ shopping and spending habits. Why it matters: The truth couldn’t be farther from the rumors that started after the new administration: Hispanics are shopping and spending more than ever, and will likely continue to do so.
As soon as the new administration took office, a wave of anti-immigration policies spurred predictions that Hispanics would start spending less. Companies across the country wondered how this would impact them as headlines all over reported that Hispanic communities would stay home more and spend less often. Therefore, Energy BBDO decided to conduct a study to go beyond those headlines in order to find out exactly how the administration change impacted Hispanics’ minds and shopping habits during the last year.
Energy BBDO conducted more than 1000 surveys of documented and undocumented Hispanics, as well as of non-Hispanics for comparison. The quantitative research was supplemented by in-depth focus groups in Chicago and Los Angeles, and the work was supported by data from Kantar, Univision, and Pew Research.
The main takeaways from the study, explained below, proved the exact opposite of what the headlines foretold: not only did Hispanics not slow their shopping or spending, 49% of survey respondents reported shopping more often than the previous year.
Even Undocumented Hispanics Are Spending More
According to the study, even though headlines predicted Hispanics would spend less after the change of administration, 49% of documented respondents reported shopping more often than the previous year, while 56% of their undocumented counterparts, who could feel more threatened by the new administration, responded the same way. And since shopping is necessarily linked to spending, the increase goes hand in hand. 60% of Hispanics claim they are spending more than the previous year, just as 68% of undocumented Hispanics, vs 45% of non-Hispanics. The reason for this could be, quite simply, that “life goes on and family needs remain, no matter the political climate.”
Hispanics Aren’t Shopping Less; They’re Shopping Different
According to survey respondents, there has been a shift in the retail channels Hispanics go to. For example, outlets such as mainstream grocery and convenience stores have seen slowdowns, while preferences have shifted towards a more value-centric experience. Therefore, Hispanics have been spending more at mass merchandisers, club retailers, and dollar stores, as well as Hispanic-owned stores or community bodegas. As the study suggests, “This change in behavior seems to be the sole data point that suggests a shift generated by the current socio-political atmosphere, as Hispanics may be consciously staying within their communities for everyday purchases.”
The Real Shift Has Taken Place in Hispanics’ Attitude
U.S. Hispanics are known, among other things, for their optimism. A group that has expressed a positive mindset in spite of hard circumstances is suddenly doubting its place in the new America. Energy BBDO’s research has revealed that 50% of Hispanics have more doubts about their place versus a year ago, and 70% report an increase in prejudice displays since the last election. To quote the study, “Hispanics do not feel free to be themselves, at least not out in the open. They feel pressure to limit expressing their cultural heritage and identity. This, in turn, is causing them to find comfort in what’s familiar and welcoming within their communities.”
Now is the time to consider a more direct and custom approach that reaches out directly to the Hispanic community with empathy and recognition. […] Also, look for ways to show an authentic and long-term commitment, not an opportunistic one-off.
Based on the projected growth of the Hispanic population, and seeing that they’re younger than other demographics, it is likely that they will continue to increase their spending and shopping. However, they tend to prefer value-centric shopping trips as well as community-owned stores. Moreover, even though Hispanics will not stop spending, there is a lot brands can do to make up for the feelings of loneliness and not-belonging caused by the increased prejudice climate. Energy BBDO recommends that brands 1) stay true to their values, 2) celebrate inclusiveness, and 3) show empathy. “Now is the time to consider a more direct and custom approach that reaches out directly to the Hispanic community with empathy and recognition. […] Also, look for ways to show an authentic and long-term commitment, not an opportunistic one-off. Trying to fit something into Hispanic Heritage Month probably won’t have the desired effect.”
What: Adsmovil offers technology and data for the mobile advertisement business with operations in the U.S., Brazil, Mexico, Colombia, and Argentina. Why it matters: The company’s focus on the U.S. Hispanic market enables its clients to reach more than 90 million monthly mobile users.
Digital marketers looking to reach U.S. Hispanics should talk to Adsmovil. That’s the clear implication of comScore’s March report, which shows that Adsmovil, the leader in digital advertising for Hispanic audiences, reaches 48% of U.S. Hispanics.
Adsmovil has built a network of more than 400 premium English and Spanish-Languagepublishers in the U.S. Adsmovil is also fully compatible with Integral Ad Science, DoubleVerify, Grapeshot, MOAT, and Nielsen.
What makes Adsmovil Number 1 on comScore?
It starts with high-quality publishers. Adsmovil works with elite publishers from the top Hispanic sub-demographics.
Adsmovil’s publisher base is diverse. Adsmovil is able to scale large campaigns across different high-quality verticals.
Adsmovil uses advanced technology to keep brands safe. Partnerships with Integral Ad Science, DoubleVerify, MOAT, and others ensure maximum security.
In addition to that technology, Adsmovil assigns a dedicated account team to ensure that all publishers offer high-quality inventory only. Brands know that their content will not appear on sites that lack credibility.
“Adsmovil customizes its first-party Hispanic audiences based entirely on their mobile behavior,” said Adsmovil Chief Revenue Officer Andrew Polsky. “Depending on the type and frequency of content they consume, audiences will see relevant ads for entertainment, sports, food, travel, and more. We identify Hispanics via Spanish-language settings on their phone, the apps they’ve installed on their devices — e.g., Telemundo, Hulu, SlimTV, Semana, Western Union or Univision — and keyword searches in Spanish and English. We also use location to determine if a user frequents Latin restaurants or grocery stores and/or attends a soccer match. We then serve the appropriate ads to the appropriate people.”