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Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Los Angeles on April 2, 2020. The topics revolve around data collection with a cultural approach, influencer marketing, and consumer insights. 

 

For over a decade, Portada has been there to offer a space in which experts can discuss the most relevant issues of marketing and advertising. Now, for 2020 we are taking it one step further by inviting brand and agency decision-makers (members of the Portada Council System) to get directly involved in the selection of the content of each of our events.

Consequently, the brand marketers in Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Los Angeles on April 2, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives targeting the diverse U.S. consumer get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Los Angeles Keynote: Why data scientists need to be cultural experts (A media planner/buyer perspective)

In 2017, the Economist declared data, and no longer oil was the most valuable resource in the world. And even though brands and agencies now have access to tremendous amounts of data, the tricky part is how to make sense of it. For the Portada Los Angeles Keynote talk, Council System members selected the topic of data collection and the extra layer of adding a cultural filter to how that data is processed. Below are the members’ thoughts and questions around the issue.

 

I’d like to hear how data scientists are cutting data to understand audiences and behaviors at the multicultural level. It would be interesting to see how the data changes once you’ve looked at it from a cultural perspective.

Would be interested to hear from data scientists about how they layer in cultural understanding. Is it all done in algorithms or are they also making “manual” choices based on cultural nuances?
Sometimes people have the view that with enough data, you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?

How to combat bias in data, examples of how data can be interpreted in different ways by people who do not understand the culture?

I notice there is a shift where many ethnic or multicultural agencies are moving beyond population subgroups (Hispanic/Latino, Asian, etc) and shifting towards culture. So in a way, culture and being culturally relevant is the latest evolution of multicultural marketing. It would be good to hear how the rigors of data relate to culture or vice versa.

Consumer Insight Highlight Speaking Slot: What creates brand lift?

How to measure brand lift. How to understand the impact of media spend.

This seems fairly obvious, but with so many marketers choosing to focus on attribution and lower-funnel metrics, it’s important to remind ourselves that without a strong brand identity and awareness, the purchase funnel will dry up.
I am especially interested in understanding how can I lift or transform a brand’s reputation and perception online, social listening studies, setting benchmarks, improving engagement based on brand interactions that aren’t necessarily transnational, cause-related marketing and its true impact on brand love and conversion.

 

MarTech Solution Spotlight: Evolving Influencer Marketing

How do you break through the clutter in an age where people are used to influencers pitching product after product?

Which industries, type of messages or cultural moments are influencer moments and which are not?

Understanding how companies evaluate influencer marketing’s impact on their objectives. And also how they think about leveraging influencers.

As media markets are diversified to include more faces and individuals that come and represent specific communities it’d be pertinent to hear more about the process of influencer identification, vetting, and relevancy in the different markets we are trying to influence.

It would be good to understand how this has evolved and what the next platform capabilities are.

Portada Los Angeles 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of the U.S consumer and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about Portada Los Angeles on April 2, 2020 click here

 

For brands who want to connect with Caribbean Hispanics in the U.S., baseball could represent the right platform to start a long-term consumer-brand relationship. Nearly one-third of all major league players are Latinos, including those born in Latin America and within the 50 U.S. states. The Dominican Republic has the highest number of players in the big leagues.

Once upon a time, on May 9, 1871, Estevan Enrique “Steve” Bellán debuted as the first Latin American born individual to play professional baseball in the U.S.A. He played as a third baseman for the Troy Haymakers in New York. About 200 years later, nearly one-third of all major league players are first or second-generation Latinos.

connect with caribbean hispanics
Augusto Romano, CEO at Digo Hispanic Media.

According to the Major League Baseball (MLB), the Dominican Republic has the highest number of international players in the big leagues, with 102 players during Opening Day in 2019. Second in the ranking is Venezuela, with 68 players, and Cuba comes in third with 19 players. “Baseball receives the most attention in Caribbean countries, even more than soccer,” Augusto Romano, CEO at Digo Hispanic Media, tells Portada.

Catering for A Segment’s Needs

First, Digo noticed Caribbean Hispanics are a niche market with particular needs, separate from the general Hispanic market. Then, the U.S Hispanic audience network figured how to reach about five million Puerto Ricans, Cubans, and Dominicans who are concentrated on the east coast of the U.S. However, Romano has a new strategy in mind: “Get to them through baseball!

Get to them through baseball!

Born from the union of the two largest media groups in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic, Digo’s audience has shown a special interest in how Caribbean-born baseball players are developing within MLB. We write stories about the players in a culturally relevant manner, starting with their origins, something the mainstream media doesn’t do. This allows U.S. Hispanic fans to follow players from their country of origin on our premium sites, says Romano. Nevertheless, it seems brands are still missing out on the opportunity.

Individual Promotions

According to Josh Rawitch, Sr. Vice President, Content & Communications for the Arizona Diamondbacks, since last year, the MLB has been working on promoting individual players.This is an important shift in the league’s marketing strategy where traditionally entire teams were promoted.

“The league is smart enough to let these players be who they are,” Rawitch tells Portada. “Therefore we are letting their personalities show a little bit more.”

Most of Arizona Diamondbacks’ fans come from Mexico and Venezuela. However, the team also recognizes the importance of its Caribbean followers. The star, pitcher Yoan Lopez, for example, is from Cuba.

Concerning Puerto Rican players, Esteban Pagán, sports editor at GFR Media, believes that even though Puerto Rico has produced four island born hall of famers, and they have always been very active and noticeable with players in the league, right now there’s a new group of very talented players that are starting to arise. It is a matter of time for us to see more profesional global Puerto Rican players, he explains. “Brands are missing out on opportunities to connect with the U.S.H. audience because these big players are just starting to emerge and are recently being noticed and followed by MLB fans.”

“We are in the exact time in which we can see the potential [of the Caribbean players] in the long run,” Jorge Cabezas, GFR Media, General Manager, adds.

Connecting With Caribbean Hispanics

“The way we try to connect with the Caribbean fan base is first through our social media accounts. They’re being followed by Latinos all over the world, thus we specifically try to highlight our Hispanic players. We have some Cuban players and tons of Venezuelans and Dominicans,” adds Rawitch. “We know when we are sending out messages on social media, we are interacting heavily with fans from the Dominican Republic and Puerto Rico.

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The second way the D-Backs are connecting with Caribbean Hispanics is through their local baseball academy in the Dominican Republic. In fact, all 30 major league clubs have baseball academies there, according to Anthony Salazar, chair of the Latino baseball committee.

The way we try to connect with the Caribbean fan base is first through our social media accounts.
Josh Rawitch
Josh Rawitch, Sr. Vice President, Content & Communications at team Arizona Diamondbacks.

“We go down there for graduation every January or February. Moreover, we do a second trip when we do a clinic in the Dominican Republic or we’ll do public appearances,” explains Rawitch.

As a matter of fact, Digo Hispanic Media recently announced their exclusive partnership with NGL Collective, focused on custom content generation.

Their first docuseries named “Las Academias,” explores the beautiful island of the Dominican Republic along with the small towns scouting for talented hopefuls. These athletes each and every day train at one of the 30 major league youth training camps across the island.

“Brands will have access to sponsor these content series via our sales team and we will insert them in the story 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.

Brands’ Approach

It seems that the league and its teams are already reaching out to their Hispanic and Caribbean Hispanic fans. So, what’s happening with brands?

Most brands recognize that outside of soccer, baseball is probably the second most followed sport in Latin America. However, in some countries like Cuba or DR, it is even bigger, believes Rawitch. “Simply, look at the sheer volume of people who are following baseball from the Caribbean. If you’re a company looking to communicate with them, it makes sense to find your way there through a major league team, for instance.”

According to Google Trends, in the past 12 months the words baseball, beisbol and pelota were the most searched the most in countries like the Dominican Republic, Puerto Rico, Cuba, Panamá & Venezuela. “Baseball runs in our blood. This represents a huge opportunity that brands need to take advantage of,” said Romano.

We sat down with Alex Gallegos, Senior Director, Sales & Marketing at L.A. Care, to discuss healthcare marketing initiatives for Hispanic Americans in Los Angeles. In this exclusive interview, Alex talks about L.A. Care’s marketing tactics and media mix. 

 

In recent weeks, we’ve been following L.A. Care’s moves to improve healthcare in Los Angeles. In early September, L.A. Care Health Plan and Blue Shield of California Promise Health Plan announced a five-year commitment to expand Community Resource Centers across Los Angeles County.  In total, they will jointly operate 14 resource centers in L.A. County. Each center will serve approximately 72,000 people per year when services and staff are fully built out, serving more than one million Angelenos annually.
By the end of the same month, L.A. Care announced it appointed Las Vegas-based Ntooitive as its digital marketing AOR. Together, Ntooitive and L.A. Care’s marketing team now coordinate and manage traditional media buying, digital media services, and digital creative production with a focus on delivering campaigns aimed at raising brand awareness and product growth.
Around that time, Ntooitive announced a new data-driven digital marketing service, Ntooitive Healthcare, that helps companies in the healthcare industry to reach target audiences. Both companies are working together to replicate the success of last year’s enrollment period. They trust that their efforts will allow more local communities access to affordable healthcare insurance. We talked to Alex Gallegos, Senior Director, Sales & Marketing at L.A. Care, about the marketing initiatives and media mix in his mind for this enrollment season.

Healthcare Marketing Tactics

Portada: What would you describe as advanced multicultural healthcare marketing tactics?

Healthcare Marketing Expert Alex GallegosAlex Gallegos: There is certainly a broad definition that can be associated with a term like “advanced multicultural marketing tactics”.  We approach our audiences in a way that I feel is very practical. The first step to that is listening and understanding. Our members all have diverse backgrounds, needs, and wants, and it’s our job to act in a way that is relevant to them. In some cases, that means we have different marketing channels for different audiences, and in some cases, that means we say things differently. In other cases, that means that we partner with community-based organizations. I feel that being advanced means being ready to do things differently because it’s the right way to do it for that person/audience.

 

Portada: How many Californians qualify for Covered Open Enrollment?  What amount of the above are Hispanic?

A.G.: In theory, the pool of people who are eligible for Covered CA is very high. The point of distinction here is how many people really do need access to the Covered CA exchange. A large majority of people receive coverage through their employer and even Medicare, this means the difference of people left are those that should consider Covered California as an option. California has done well in the last six years to get people to enroll into Covered CA, and now the opportunity really is focused on the people who may want to switch through shopping health plans based on their needs. The demographics of L.A. County eligibles is very reflective of the county demographics as a whole, I would say roughly half the market is Hispanic or identifies as Hispanic.

 

We are all connected to a device and use the internet for everything, so we need to be more omnipresent in our advertising.

 

 Top VS. Bottom of the Funnel

Portada: What marketing activities of L.A. Care would you categorize as top of the funnel?

A.G.: We utilize a lot of outdoor marketing to create product visibility – billboards, bus advertising, digital billboards, transit shelters. In addition, we are investing more and more in digital, it just makes sense. We are all connected to a device and use the internet for everything, so we need to be more omnipresent in our advertising. You can expect to see our digital advertising on Pandora, YouTube, Facebook, Instagram, Spotify and many leading websites.

 

Portada: What about the bottom of the funnel?

A.G.: We leverage our television and radio partnerships to really drive calls to our enrollment call center. We also leverage our medical group and broker partnerships to help create sales opportunities. And lastly digital. Digital, while being at the top of the funnel, also creates plenty of conversion opportunities with lead generation and the use of our shopping website for L.A. Care Covered.

 

We know that a bad web experience can derail an enrollment opportunity, so we take our web and digital experience very seriously.

 

Portada: To what extent is the success of your campaigns based on your users’ online experience?

A.G.: We look very closely at web traffic, search traffic, and the performance of our digital investments. It helps us understand what people are looking for, what people use on our websites and how we need to enhance our digital touchpoints. We know that a bad web experience can derail an enrollment opportunity, so we take our web and digital experience very seriously. Websites have to be easy to use and very functional.

 

L.A. Care’s Media Mix 

Portada: Please describe the media mix of LA Care’s current campaign.

A.G.: I would break it down as follows:

30% – Outdoor, out of home

10% – Print and events

30% – Radio and television

30% – Digital

 

 

Portada: How has the media mix changed compared to 5 years ago and why?

A.B.: We have invested more in our digital offerings and Los Angeles being a commuter market, we have also grown our outdoor partnerships. The feedback and the research we undertake tells us that product and brand awareness has grown. Also, our membership has grown significantly. We will continue to monitor trends and make adjustments as necessary. A good marketer is always evolving.

What: Multicultural Audience Measurement experts offer Portada insights around the problem of audience under-representation.
Why it matters: Measurement firms under-represent multicultural audiences by as much as 25%, which causes a negative impact in media investment and produces overall flawed results.

 

Audience measurement has never been more complicated, as cultural nuances and consumer behavior shift and change, and the proliferation of new technologies demands multi-channel strategies. The task is even more difficult when it comes to measuring multicultural audiences. Experts tell Portada major measurement firms under-represent these audiences by as much as 25%. If this is the case, the media budget for targeting multicultural audiences should be substantially higher than it is right now. Just for Hispanic marketing, Portada estimates overall expenditures of US 6.07 billion in 2019. However, if firms under-represent audiences by up o 25%, media expenses could increase by up to US 1.5 billion. Admittedly, this is a back-of-the-envelope calculation. Nevertheless, it highlights the importance of accurate multicultural audience measurement in satisfying clients’ needs, and its potential for the multicultural media industry.

The lack of a common audience measurement currency in multicultural audience measurement impacts media investment levels negatively.

Competition Rising

For many years now, companies like Nielsen and Kantar have offered advanced TV audience measurement. However, competition has increased. New players offer digital solutions that claim to be more comprehensive. This forces the bigger players to think of new ways to keep up with how audiences move and evolve. Inconsistencies between reported data reveal the lack of a common audience measurement currency in multicultural audience measurement. Hence, there’s a negative impact in media investment.

Furthermore, marketers’ biases lead to incorrect data interpretation. In turn, this leads to bad consumer experiences and negative overall results. How can we expect to move the needle if we can’t even tell where it is? In order to find out more about how to face these challenges, we talked to experts who understand how audience measurement impacts media planning and buying: Dana Bonkowski, SVP, Multicultural Lead at Starcom; Mebrulin Francisco, Managing Partner, Sr Director, MPlatform, GroupM; Nelson Pinero, Senior Digital Director, Senior Partner at GroupM; and David Queamante, SVP, Client Business Partner at UM Worldwide.

 

Audience Under and Over-Representation

All interviewees agree that multicultural audiences are still under-represented by major measurement firms. One of the reasons for this, explains Mebrulin Francisco, is the lack of insight into how audiences behave. Francisco mentions as an example all those times when data providers collected data on Hispanics. But once her team digged deeper, they realized the majority of Hispanics represented were English-dominant. This is a big issue because “it means the data is not representative of all the Hispanics in the U.S., creating a blind spot,” she says.

Mebrulin Francisco

The same has happened in the other extreme, where you can have over-representation of Spanish-dominant consumers, creating a blind spot for Bilingual or English-dominant Hispanics. “This is especially the case within sets that depend on cookie level data,” Francisco explained. “If this is true for the Hispanic segment, which is the largest among multicultural consumers, think about the under-representation of African-American or Asian segments. Many data providers do not even report on these multicultural sub-segments.”

 

Language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured. 
Dana Bonkowski

Therefore, the first thing is having a representative sample of the audience. It might seem obvious, but in the words of David Queamante, “Unless measuring companies take the time to ensure they are gathering information from a representative sample of users, they will under-count multicultural audiences by default”. This represents a challenge. As Dana Bonkowski mentions, “engagement with culture-driven content is often the best signal to identify whether or not a person is ‘multicultural’. But language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.”

 

Multicultural Media Consumption is Elusive

Marketers have long assumed that a universal approach can reach audiences. However, “in doing so they fail to identify key nuances in motivations, attitudes, and behavior across consumer segments leading to an incomplete marketplace assessment,” explained Mebrulin Francisco. In the case of multicultural consumers, it’s even more complicated to hit the mark: Since datasets are limited, firms “do not flag multicultural consumers accurately and do not provide a holistic view of the brand’s performance, blurring meaningful insights,” said Francisco.

Multicultural media consumption is concentrated on certain outlets that [aren’t always] included on measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear’.
David Queamante

Moreover, multicultural audience measurement is rarely accurate. Why is that? As David Queamante explains, “Multicultural media consumption is concentrated on certain outlets that may not always be large or prominent enough to be included on the measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear.'” Besides, as Queamante mentions, not all measurement companies offer surveys in Spanish. This oversight considerably reduces the representation of Spanish-dominant Hispanic audiences, for example.

 

Privacy Issues Complicate Measuring Even More

This new era has brought significant advantages. For example, we can measure whatever happens as long as it happens online. However, the fact that it’s now easier to use and collect data as also brought up important privacy issues. Nelson Pinero predicts: “With audiences paying a little bit more attention to how and which personal data is being shared, it will become a bit more difficult to reach a diverse audience.”

Nelson Pinero

However, this is already a reality. Media buyers and agencies are working together around the problem of accurate audience measurement. But “what follows now is all part of the balancing act between data and the years of experience that allow the media buyers to react dynamically to market conditions and to, ideally, optimize plans,” adds Pineiro. “Audiences will take more control of how they are reached, and agencies trying to find the right audience will need to cross-reference their deterministic/probabilistic data to enhance plan performance.”

What Happens Now?

The obvious prediction is that data science will become even more important in the digital world. “Measurement is the new black,” declares Mebrulin Francisco. “As we push towards a data-driven age in marketing, science, quantification, and data are going to continue to be a cornerstone of decision making. If I cannot measure the impact of my investment, understand my audience impression on a site, or reach potential, it will be very hard to make a case for using a partner.”

Start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.

Moreover, the immediate future is inescapably multicultural. Marketers need to use art to harness the power of all this data in order to represent audiences accurately. Experts like Mebrulin Francisco believe a good way to start is with first-party data. “If you are in the audience measurement space my recommendation is to start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.”

When asked for her views on the future, Dana Bonkowski shared the hope that “marketers invest to better understand the business-building power of multicultural audiences. More than 30% of all Americans fall in one or more ‘multicultural’ audience buckets. The question should be “How can you afford not to invest against better multicultural audience measurement?”

 

What: We talked to Solange Curutchet, General Manager at Pulpo, about her career in content and media, the importance of content monetization, and her predictions for the future.
Why it matters: Content is becoming more and more important each day. As Curutchet explains, there should be an integrated understanding of how marketing, sales, and content are intertwined in digital in order to have an effective monetization strategy.

 

Solange Curutchet Discusses Content Monetization
Pulpo’s General Manager Solange Curutchet

Solange Curutchet forged her career learning about content monetization when digital was just starting to acquire the relevance it has today. Before becoming Pulpo’s General Manager, she cleared/ a rough path to realize how profoundly intertwined web content is with sales and marketing. Simply put, everything is connected in digital. If you see an ad somewhere, you can be sure there’s a whole machinery of reasons why it’s there.

We sat down with Curutchet to discuss the evolution of content, reaching multicultural audiences, and effective content monetization.

 

 

From Traditional to Digital Media

Content marketing isn’t only about selling ads. In 1999, when she joined Univision Interactive Media, Curutchet learned that all the bricks of the house need to be well-structured. “In these early publisher-advertiser days, we really started from zero,” shared Curutchet. “Nobody knew what creating content for digital entailed. We learned together. There wasn’t a playbook that neatly laid out these rules.” It was a process, but she learned that she needed to package content according to each advertiser’s needs without “compromising its integrity“.

“We had to offer content in a way that the advertisers could showcase their brands while not diluting an online presence”, says Curutchet. The trick was finding suitable matches for both parties, not forcing either to fit with the other. Content and ads needed to be symbiotic. “In traditional media, you had a page marked with an X where the ad would go and that’s it. Now in digital, you really need to evaluate the brand and what it’s communicating to see where it fits,” she explained. “These principles of co-existing content and advertisements are still valid today.”

The trick is finding suitable matches for both parties, not forcing either to fit with the other.

 

The Need to Understand Content Monetization

Solange says one of the most frequent mistakes when launching content verticals isputting someone in charge that has deep subject matter expertise in a particular content theme but lacks a holistic knowledge of how content + ads need to co-exist.” “If we’re going to launch content property”, pointed out Curutchet, “then you assign someone that comes from content a hundred percent, right? So what happens is that you have a significant gap between producing content and how to monetize that property. We see this happening all the time. There’s great intention to produce valuable content but there’s no clear vision on content monetization.”

 

Social Media Ties Everything Together

Social media plays an important role in closing the loop on this strategy. Today, social media plays an important role in creating the emotional connection of your brand to content, to your advertisement. It’s not either or, it’s both. Social media is a much needed emotional value component that ties everything together.

Another tricky aspect, she said, is that people tend to believe that only articles can be called “content”. In fact, digital platforms allow consumers to access and share much more than just articles. “In digital, you can participate in what you’re reading and really give your opinion.” You can weave many elements into a site to engage with the user at higher levels and increase your sponsorship opportunities. “Finance and health sites do this very well,” illustrated Solange. “They use consumers’ input to drive useful wizards, calculators and other interactive features.”

 

 

 

Pulpo: the Rebirth of a Company

Taking from these learnings and from the concept of real engagement as the true motor of marketing, Pulpo has gone through a full rebranding. The goal is to create “its own environment of verticals for advertisers to talk to our audience and share their brand”, according to Curutchet. “The idea is to create products around them. A vertical where you sell customizable inventory, influencers interacting with audiences and advertisers, and a big data strategy around it. A lot of newsletters, personalization, and sharing products from our advertisers”, to mention just a few.

Hispanic culture goes way beyond speaking Spanish or not, it’s in their veins.

 

Focus on a Cultural Dimension, Reach Their Hearts

As these strategies fall into place, what are the most important cultural nuances Pulpo will tackle with this firm set of structures? One of Pulpo’s most important findings is that it’s all about talking to consumers in their language, and that doesn’t necessarily mean Spanish. “With U.S. Hispanics it’s more a cultural thing than a question of language. [Hispanic culture] goes way beyond speaking Spanish or not, it’s in their veins. […] The priority used to be having Spanish-language sites, which is still our main focus, but not only Spanish generates engagement with U.S. Hispanics”, says Curutchet.

So, all content must be focused on reaching them at a personal, more intimate cultural dimension. And in order to create intimate content, it’s necessary to delve deep into the customer’s heart. For Pulpo, the ideal partner is the one who fosters reciprocal participation with the audiences. “It’s not the one that has the best name for Latam, it’s the one that has the best engagement for our U.S. Hispanics reach, regardless of whether it’s a small company or group”, says Curutchet. “Content will become more and more important to reach audiences. […] Getting to the audiences with the right environment, the right content and the right language is key today”.

 

How to Face the Future?

So, what should brands do, and where is the future taking us? How will the reborn Pulpo address the new ways in which audiences engage and consume? For Solange, the market is getting better at understanding all these new behaviors, but brands really need to engage with their audience in a deep, meaningful way. “Content will become more and more important to reach audiences,” she declared.

Pulpo’s strategy is not only about making informed decisions based on hard data pointing to the direction of the market. The company listens to the clues consumers have to offer and pay attention to their needs and desires. “When you touch their soul they react differently”, says Curutchet. “Reaching them is not the problem, the challenge is how you get to them. Engage them in a way that you end up touching their hearts.”

 

Time to Discuss Diversity

According to ANA Educational Foundation’s research, the marketing industry’s efforts to recruit a more diverse workforce are still not enough, as the overwhelming majority of the talent is still predominantly white. The report explores, among other factors, the documented benefits of recruiting and retaining diverse talent. Among others:  higher performance standards, better team dynamics, more organizational agility, and, better business results overall.

And it’s the same when we think about the percentage of women in leadership positions. “We tend to focus on CEO positions and are alarmed about the fact that there are only 24 Women CEO’s within 2018 Fortunes top 500 companies,” said Mebrulin Francisco, Managing Partner, Director Marketing Analytics, Multicultural at GroupM, in an article that looks more closely at this issue. “But we also need to look a couple of steps lower in the corporate ladder and address the fact that women’s progress is stalling at lower levels of a company’s pipeline.” For any woman looking to break with conventions, the numbers on equality dabble on the realm of disturbing. Not just for high-management levels but onset from the very first step of the ladder as well. And the numbers get worse when we look at the presence of Hispanic or African-American women in the talent pool.

Start from little, build your personality, and don’t be afraid to speak your mind.

 

Speak Your Mind, No Matter Who You Are

Solange knows first hand what it’s like to speak your mind “in a room with 20 people that are mainly men.” She said she was probably not the best example, as she has never been afraid of saying what she thinks. But not every girl knows that they have the right to do so. That’s why she has taught her two daughters to fight for what they believe. “One of the things is to start from a young age, build your personality and don’t be afraid to speak your mind,” she suggested. “Always do it with respect, but whatever you need to say, just say it, don’t be afraid to express it.”

Just as she encourages her daughters to speak their minds, Solange firmly believes that knowledge is more important than from whom it comes from. And this is the philosophy that she brings to work every day. If you have an opinion and you have a way of doing things better, it’s welcome. “Everyone here can share his or her ideas,” she told Portada. “Titles are not important, really. I can have people that have worked here for six years and people that started two days ago in the same meeting and we all discuss how to improve things.” In fact, she concluded, “the moment they start being afraid of expressing their opinion, that’s when we stop growing.”

 

What: The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. President Trump has also announced that he is asking his legal team to delay the 2020 census.
Why it matters:  If the government managed to sneak the question into the census, undocumented migrants would be afraid of answering, which would cause a major undercount of the Hispanic population, as a substantial amount of Hispanics are citizens of Latin American countries.  This would diminish the rationale of marketing against this very important part of the U.S. population.

The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. The Trump administration allegedly wanted to include this question because it would allow for better protections for minority voters, but the justices decided that the administration did not provide enough justification for including the question.

As a response, President Trump tweeted that he will try to delay the census until he can include the question. Because the justices sent the case back to a lower court, there’s a possibility that he could somehow provide the necessary justification for the citizenship question.

Also by Portada: GroupM’s Frances Rubio: “From a Data Perspective, the 2020 Census Will Add a Layer of Understanding of the U.S. Population”

What Does the Citizenship Question Mean for Marketing?

David Queamante discusses citizenship question implications
David Queamante

If the question were somehow included, the main consequence would be that immigrant households would refuse to answer. In the words of David Queamante, SVP, Client Business Partner at UM Worldwide, “a citizenship question might dissuade undocumented Hispanics, or Hispanics that are in the naturalization process (but not yet citizens) from responding to the census.” This would worsen an issue that started a long time ago. As Queamante explains, “for a long time there have been estimates that millions of resident Hispanics don’t complete the census. With the citizenship question, we would expect to see even more people disappearing from the census. Then, from a marketing perspective, it might ‘appear’ as if the Hispanic population was diminishing, or not growing at the rapid pace that we know it is.”

When asked about how a census delay could impact media buying, Queamante mentions it would not really have an effect. “The census takes quite a bit of time to be processed, and then applied to the population estimates that we use for our media math,” he points out. “In the meantime, we would continue to use the data we have available – whether that’s Nielsen population estimates, or the annual Census ACS reports.”

Will the 2020 Census Paid Media Campaign be postponed?

If the Trump administration succeeds in delaying the 2020 census, the paid media campaign to promote the Census could also be postponed. In 2016, the U.S. Census Bureau awarded its 2020 decennial census-integrated communications contract to Young & Rubicam (Y&R). Team Y&R taps into the expertise of 17 agencies, covering the capabilities and expertise needed for such a complex outreach effort. Agencies working with Y&R in the 2020 Census effort include Culture ONE World for Spanish-language media buys and Hogarth, which supports transcreation and in-language adaptation in more than 50 languages across 200 markets.

 

 

 

What: We talked to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM about their thoughts on the 2020 Census and the question of immigration.
Why it matters: The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries.

 

Mandated by the U.S. Constitution, the census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than US $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.

“The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels,” said Alex Hughes, VMLY&R Executive Director. “We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day.”

“The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process,” said Julie Lee, Executive Director of Wavemaker. “We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign.”

We reached out to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM in order to find out their thoughts on the immigration question that was added to the census, and how this impacts the industry.

Northgate Gonzalez’s Caro D’Antuono
The majority of our customers are Hispanic. While the question added to the census may not seem to impact our business initially, it actually could hurt some of our customers who depend on food programs if they are afraid to answer the question on citizenship. We are very concerned about what will happen to some of our most vulnerable customers if programs suffer due to this question.

 

 

 

CNN’s Robin Garfield
From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.

 

 

 

GroupM’s Frances Rubio
It’s interesting from a data perspective, of course this adds an interesting layer of understanding the U.S. population, but the reality is that these are peoples’ lives, and their very real, day-to-day fears on the table. We know that this could instill fear in potentially getting their immigration status checked out. As a result, this will skew and affect our respondents, and we’ll likely get inaccurate numbers, so I’m interested to see how this data changes from the last Census. It’d also be interesting to cross reference the data against other fact think tanks or research companies.

 

 

Casanova’s Roxane Garzon
I believe that it would hinder our ability to understand the true makeup of a market.  Many people who are not here legally would avoid being counted.  If they avoid being counted then any data using census information as a source will be incorrect and lead us to wrong conclusions.

 

 

 

What: We talked to Belen Pamukoff, Tecate Brand Director, on introducing Tecate Titanium to the U.S. market, offering the first Mexican high-strength beer available in the country. We also talked about the importance of Tecate’s soccer sponsorships.
Why it matters: The Tecate group discovered that high-strength beer is consumed most by Mexican-American Millennials, which represents a huge opportunity to introduce Tecate Titanium in the country, mainly in the Sun Belt states.

 

In early March, Tecate announced it is introducing Tecate Titanium to the U.S. market, making the brand the first Mexican import to offer a high-ABV (7.5% Alcohol by Volume) beer. Available in 24-ounce, single-serving cans, the beer has started to appear in convenience stores throughout the country including in New York and the Sun Belt states.

Titanium,” the brand says in a press release, “will capitalize on the increased popularity of Mexican Imports, and the growing demand for high-strength beers.”

We talked to Belen Pamukoff, Tecate Brand Director, on why the brand decided to introduce the high-strength beer now, who they hope to target and how they are planning on growing the brand through marketing.

Portada: Why did you decide to launch Tecate Titanium in the US now?

BP: The high-alcohol beer category is growing in the US, specifically in the convenience channel. We saw an opportunity because within the Mexican beer category there are no high-alcohol beer brands.

We did more research to see who is the target consumer and who buys high-ABV beer. What we have found is that Hispanics and bicultural Millennial consumers are driving the category. And within the category, there was no Mexican beer option. So it was a perfect opportunity.”

What we have found is that Hispanics and bicultural Millennial consumers are driving the category.

Portada: How will you reach this consumer?

BP:The consumers are specifically Mexican bicultural Millennials. They are second- and third-generation Americans with Mexican heritage. We are concentrating the launch of Tecate Titanium in the Sunbelt area (California, Texas, New Mexico, Arizona, Nevada) and we also are bringing it to New York. We are focusing on the sunbelt area because it has a high Hispanic population.

Right now we are distributing specifically to convenience stores, and by the end of April, we’re going to start with our media efforts. We want to work on the distribution first. We want to have Titanium in at least half of the stores before we start generating awareness through media.”

We want to have Titanium in at least half of the stores before we start generating awareness through the media.

Portada: What marketing platforms will you use in your marketing strategy?

BP: We are going to use out-of-home, mainly in-store, so people can taste the product. Then we’ll also use radio and, of course, social media.

We are going to use Instagram and Facebook because both platforms allow us to target very locally. They allow us to have a very customized message in each market. Content will be very simple because our goal is only to generate awareness. We won’t create a whole advertising campaign, we just want to inform people that we have launched a new product and where you can get it.”

We won’t create a whole advertising campaign. We just want to inform people that we have launched a new product.

Belen Pamukoff will take the stage tomorrow at the Portada New York Data & Content Marketing Forum to discuss How Data & Content Continue to Fuel the Evolving World of Advertising. Don’t miss her and fellow panelists LaToya Christian (Managing Partner Marketing Strategy and Analytics, GroupM) and Robin Garfield (SVP, Research & Scheduling, CNN), get tickets.

Portada: How will you expand the brand beyond the Hispanic and bicultural market in the US?

BP: During the next two years we’ll only be concentrating on the Hispanic Mexican-American consumer. All the communication we have is very targeted but we’re still not alienating the general market. We don’t want to spread out our investment trying to reach two markets. Once we have reached our objective, we might expand to the general market after two or three years.

We don’t want to spread out our investment trying to reach two markets.

Portada: Which challenges are you prepared to face?

BP: The challenge will be when a new competitor comes, maybe in a month or maybe in a year, with more investment. We have the support of our Tecate franchise, so we are ready to fight that challenge when it comes.

Switching to Soccer

Portada: How relevant is soccer marketing for the Tecate brand in the U.S.?

BP: Soccer is a passion point among Mexican-Americans in the U.S., as it is a passion point for Mexicans in Mexico. We use our local Mexican sponsorships to market in the U.S., in grocery stores and convenience stores.

We use our local Mexican sponsorships to market in the U.S.

Portada: How do your soccer sponsorships of Mexican teams and leagues help you reach a bigger market in the U.S.?

BP: We are sponsoring Tigres, Rayados, and Chivas so these teams come to the U.S. for friendly games in L.A., San Diego, Chicago, Dallas… When they come to the U.S., we amplify our outreach during the days around the games.

Portada: How do you leverage these local sponsorships in the U.S.?

BP: We usually tie that to a retail program. In addition to that, during the summer, we have a program focused on local games (played in Mexico or elsewhere outside the U.S.) which you can watch on TV, so each week we develop our program so you can win soccer merchandising on the weekends in exchange for your participation.

Also, we are creating a whole retail program to interact with our consumer through which they can win merchandising. We leverage the games in the US because our target consumer is very engaged with them.

Also, we have a TV buy. Every week during the game you will see a Tecate commercial.

We leverage the game in the U.S. because our target consumer is very engaged with the game.

Portada: How do you measure ROI or fan engagement in experiential marketing platforms?

BP: We look at the volume (sold), and not the number of impressions or engagements. We measure how we drive volume as a whole.

Portada: Is there any interest in sponsoring a local U.S. soccer team?

BP: Not at the moment. We want to focus on Mexican soccer.

What: Máximo Aguirre Music Publishing, Inc. (MAMP) is expanding its services in the diverse world of Latin music with the launch of Alvani Tunes, a production music library dedicated to the authentic Latin sounds from around the world.
Why it matters: For Maximo Aguirre, who had worked in the Latin music industry for 40 years before launching Alvani Music, the entertainment industry was in need of a one-stop music library that offers authentic, organic music.

Alvani Tunes was created in a span of two years working very hard with producers, artists, musicians, consultants, agents, institutions and experts around the world. His objective was to offer a comprehensive library of music produced in the countries of origin, ensuring maximum quality and production value. We sat down with Máximo Aguirre, CEO of Máximo Aguirre Music Publishing and Alvani Tunes, to find out more about what makes this new offering a unique opportunity.

 

Portada: How did you come up with the idea to launch Alvani Tunes?

Máximo Aguirre: I have been in the Latin music industry for about four decades and specifically in music publishing for 25 years. It became evident to me that the entertainment and advertising industries needed one go-to music library. Alvani Tunes now gives clients ready access to a vast Latin Music library and experts that can help them find exactly what they need.

 

Portada: What is Alvani Tunes?

M.A.: Alvani Tunes is a Latin production music library designed to serve the radio, the film & TV industries, music supervisors, advertising agencies, trailer houses and video game companies. We offer production music, premium catalogs and classic songs.

 

Portada: What sets Alvani Tunes apart from its competitors?

M.A.: One look at the library will reveal our total focus on quality, originality, and variety. We’ve worked diligently to deliver a one-stop solution for organic and authentic Latin music.

The music featured in the library in produced in the countries of origin, giving added authenticity to any selection – for example- mariachi music has been recorded in Guadalajara, Banda in Sinaloa, Tango in Argentina and much more.

 

Portada: What makes Alvani Tunes’ music library such a unique opportunity?

M.A.: It’s convenient. No need to search countless libraries, you now have one go-to source for the Latin music you need.

It’s authentic. Totally organic, the music is created by top producers and musicians from the music source – Havana to Buenos Aires, through Sinaloa, Rio de Janeiro, Medellin, Lima, and Barcelona.

Remember, this is a catalog that has been 40 years in the making.

 

Portada: What are Alvani Music’s challenges and how does it plan to address them?

M.A.: Our goal is to become the Latin music library of reference to the world. And we are not done yet. We are programming new releases every month and on top of that, we offer 24-hour turnaround on custom original tracks.

We already have a client base. Companies and brands such as Netflix, McDonald’s, HBO, Ford, and Walmart have already utilized the music of Alvani Tunes and have used songs featured in the music library to supplement their shows, films, and commercials with authentic Latin sounds.

To find out more, head to the Alvani Tunes website by clicking here!

 

What: Any Los Angeles market strategy should have the Hispanic fan at the forefront. For major league teams such as LAFC and the LA Rams, the challenge is to truly connect emotionally with Latinos through shared values.
Why it matters: Rather than attempting a mass market strategy, teams like the LA Rams, which were away for 25 years, need to go back to the communities roots.

By Ryan Orvis, Portada contributor.

Portada Los Angeles hosted a panel discussion titled ‘Major League Teams Bet Big on the Hispanic Market’, focusing on how major league sports teams approach the Hispanic market. Univision anchor Leon Krauze spoke with Rich Orosco, EVP of Brand and Community at LAFC, and Ronalee Zarate- Bayani, CMO for the L.A. Rams.

As major sports brands targeting Hispanic and Latino communities in Los Angeles, both LAFC (Los Angeles Football Club) and the Los Angeles Rams are in unique positions. Founded in 2014, the LAFC is a relatively new attempt to connect with futbol-loving Angelenos, while the recently-returned Rams have a long history with L.A. Latino fans.

Key takeaways from the discussion included the necessity of having the Hispanic fan at the forefront of any Los Angeles market strategy, and the importance of authentically connecting through shared values.

Ronalee explained how the Rams faced the challenge of earning back the trust of Angelenos after 25 years away. They particularly needed to consider the Hispanic community, which had provided a loyal grounding for the Rams fanbase. “Our shared values are around family, community, and tradition. So how do we use those shared values to connect on a deeper level so that the fandom is real?”

Rather than attempt a mass market strategy, she tapped back into the team’s community roots. One example included the creation of a Dia de Diablo-themed Rams T-shirt that showed community support during a confluence of tragedies in L.A. and Mexico City.

For Rich, the goal was to focus on authenticity rather than chasing or attempting to buy the Latino market. “We knew that Latinos would come to football. You don’t have to teach a Latino about football.” Thus, the organization became the Los Angeles Football Club – no mention of soccer. They also hired Mexican superstar Carlos Vela, which didn’t hurt their street cred. From there, they rolled out a risky “street by street, block by block, one by one” strategy that paid off with local communities.

“This is what we mean when we say we want to do it authentically,” said Ronalee. “We don’t want to force it, we don’t want to commercialize it. We want to honor the traditions and bring it to life.”

 

What: Pulpo, the digital division of Entravision Communications recently embarked on a rebranding effort to improve how it communicates its broad digital services in the market place, beyond just paid media.
Why it matters: The Pulpo rebranding goes well beyond a new creative, it’s about a go-to-market strategy.

 

For the 4th year running, AdAge has ranked Pulpo as the number one Hispanic Ad focus Network reaching 30 million monthly unique visitors. Founded a decade ago, Pulpo employs over 100 employees and has helped nearly 1500 brands achieve their Hispanic marketing goals.

Pulpo has been working on a rebranding effort that will allow the company to better position its full range of digital services that go well beyond just paid media. We talked in exclusive to Oscar Padilla, Senior VP of Digital Media Marketing and Insights at Pulpo, about how this repositioning came to place and what it means for brands.

The company has been evolving since its inception. However, when it became a part of the Entravision family in 2014, it became part of a much larger media ecosystem. As a response to the nature of the advertising industry, Pulpo has been organically expanding its portfolio of services well beyond paid media. This new rebranding is all about conveying the full set of offerings Pulpo brings to the table in an even more intuitive manner.

Pulpo will be taking a step further by delivering clear distinctions across three core offerings: Pulpo Media, Pulpo Solutions, and Pulpo Engage. For Media, whose role is to engage audiences across the full digital spectrum (web, mobile, video, and connected TV), the rebranding includes an upcoming fresh podcast and audio offering. Pulpo Solutions will be getting the exposure it needs and deserves to fully perform as a one-stop-shop for digital marketers seeking to drive awareness, convert customers, and drive growth results. And last but not least, Pulpo Engage will be leveraging O&Os content properties, personalities, influencer, and content partners to deliver audience engagement through compelling content experiences. “Pulpo is in a unique position to offer our clients much more than just an audience and CPM offering”, says Oscar Padilla.

Oscar Padilla is a new member of the Agency Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 at Santa Monica’s Loews Hotel.

The ultimate goal for Pulpo is to be loud and clear for audiences to profit from what they do best. It took them a lot of self-searching to accurately describe their potential to boost their clients and work with their needs. Vanessa Moldin, Head of Branding, led the strategies to help the brand sculpt a new look and feel and architect the service offerings in a way that made sense with their core values. “We’re an integrated digital solutions company that can provide robust digital marketing and media services, plus we bring to the table the backing of Entravision Communications giving us unparalleled opportunities to deliver 360 media campaigns to our clients”, says Moldin. The task was not easy, but it was necessary.

The rebranding also delivered a new tagline that, in a simple phrase, encapsulates Pulpo’s core benefit: Your source for Latino fans. But what does the “Latino” difference do for brands? Brands look to have a strong, impactful relationship with their audience, well beyond just impressions and clicks. A Latino Fan is someone that connects with brands at all levels; they’re passionate about their services and products, they share their enthusiasm with their communities and connect with them at a deeper level. The tagline honors the profound relationship brands are thankful to have with their customers.

Consumers engage with a brand through a plethora of touch points and experiences that organically combine media, content, and performance, and Pulpo seeks to deliver on this promise.

The timely renovations come at a moment in which digital advertising is much more fluid and integrated. Consumers engage with a brand through a plethora of touch points and experiences that organically combine media, content, and performance, and Pulpo seeks to deliver on this promise. The company wants brands and advertisers to have an integrated vision of what it can achieve for them; a one-stop-shop partner for all their digital needs.

What: Austin FC was named the 27th franchise to join Major League Soccer (MLS).
Why it matters: Considering Austin, Texas’s Hispanic demographic makes up 35 percent of the city’s population, Austin FC needs to win over local Hispanic audiences and business to help build a fanbase for the expansion soccer club.

After traveling a long, winding road to get its first professional sports team, Major League Soccer (@MLS) announced earlier this month that Austin FC (@AustinFC) would become the 27th franchise to join the league.

Austin FC joins Nashville (yet to be named), FC Cincinnati (@fccincinnati), and Inter Miami CF (@InterMiamiCF), as part of the American professional soccer league’s push to expand to 28 teams. Austin FC is set to kick off in 2021, after FC Cincinnati (2019), Inter Miami (2020) and Nashville (2020) make their debuts.

Austin FC fans celebrate the announcement that they will be the 27th franchise to join Major League Soccer (MLS).

“Austin is a thriving metropolitan city, the embodiment of what we mean when we say MLS is a ‘League for a new America,’” said MLS Commissioner Don Garber (@thesoccerdon). “We are extremely proud to be the first major professional sports league to become part of the fabric of this important and thriving American city.”

Austin won the expansion bid as part of a compromise between the league and the Precourt Sports Ventures (PSV) group, who attempted to move the Columbus Crew (@ColumbusCrewSC) to Texas after failing to secure a new stadium. After a huge uproar from Crew fans, including a “#SavetheCrew” social media hashtag campaign, Cleveland Browns (@Browns) owner, Jimmy Haslam, and former Crew physician Pete Edwards stepped up to buy the franchise from PSV, keeping the team in Columbus. In return, PSV would not be obligated to pay an expansion fee for a new franchise in Austin, since PSV had not given up its MLS owners rights (a single-entity league), but rather transferred them from Columbus to Austin.

… It will be smart business to target those names [and] leaders that will resonate with the multiple audiences, including the Hispanic audience

“We had a vision and we stuck with it and with hard work and perseverance, today demonstrated that for all,” said Austin FC owner Anthony Precourt. “There have been a lot of iterations for soccer in this city. This city deserves this.”

Considering MLS’s current mantra of the league is a “League for a new America,” one of the major draws to Austin is its growing Hispanic population. With Hispanics making up 35.1 percent of the city’s population, winning over that demographic is one of the components necessary for Austin FC to grow and thrive.

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“Support from the Hispanic community is very important for the soccer project, in a city with that [demographic],” said ESPN correspondent Tony Alvarez (@Tonyar27). “Their knowledge and passion for the sport will help solidify the franchise.”

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Austin FC logo

The franchise has started to make headway attempting to win over Hispanic fans building relationships in the community and local business leaders, according to Sergio Tristan, founder of “Pancho Villa’s Army,” a nationwide Mexican national team supporters’ group (@VillasArmy).

“I know that there are ongoing discussions with Hispanic [and] Mexican leaders in town, like the Hispanic Chamber of Commerce and the people associated with the local Mexican leagues in town,” said Tristan. “I think the newness will draw people in, but it’s up to Austin FC to make sure they come back.”

One of the local organizations that PSV reached out to was the Greater Austin Hispanic Chamber of Commerce, according to the organization’s president and CEO, Luis Rodriguez. After meeting with team officials, Rodriguez was pleased with Austin FC’s plans to partner up with local small businesses, contractors and minority inclusion when picking vendors for a potential stadium; as well the club’s charity components consisting of investing more than $6.7 million earmarked to support youth soccer programs — including clinics, camps, scholarships, equipment and gear donations, and construction of soccer fields and futsal courts. Austin FC is also making a commitment to affordable housing, with nearly $4 million in direct contributions going towards building affordable housing.

“Bringing Major League Soccer is a logical and critically important step in Austin’s evolution to being an inclusive, world-class city that embraces Hispanic heritage, health and wellness, the outdoors, diversity, family values, the burgeoning impact of the millennial generation and economic prosperity,” the Greater Austin Hispanic Chamber of Commerce in a statement.

rEvolution (@littleRbigE) marketing communications VP Daniel Lobring believes that Austin FC will also need to leverage town pride, connecting with each audience as authentically as possible, in order to help build up the fanbase.

“Austin FC will want to lean-in heavy on its Austin roots, and that includes tapping into the pride of where you’re from,” said Lobring (@dlobring). “And as the club assembles its front office, coaching staff, roster, etc., it will be smart business to target those names [and] leaders that will resonate with the multiple audiences, including the Hispanic audience, it’s trying to attract with.”

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America. Portada is offering a special President’s Day 35% Off Discount (only until this Friday February 22!). For the discount code, please contact Michelle Lopez.

 

We’re only three weeks away from Portada Los Angeles and we keep adding dazzling speakers to the agenda. Focusing on Passion-Point Marketing, the event will attract agency and brand marketing leaders from all over the U.S. to Santa Monica’s Loews Hotel on March 15 to discuss the opportunities in music, sports, and entertainment.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

 

Portada Los Angeles offers media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Here’s what you can’t miss:

THE PROMISE OF WOMEN’S SOCCER:  HOW BRANDS SHOULD USE IT FOR ACTIVATIONS

Sara Toussaint, VP, Sponsorships, Wells Fargo

With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?

 

LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

 

Ariela Nerubay, CMO, Curacao

 

 

 

Kate Canel, Director, Performance Media, The Shipyard

 

 

 

Moderator: Stephen Brooks, EVP, VidaPrimo.

 

 

 

IN-LANGUAGE OR IN-CULTURE? DECISION SCIENCE ENABLES WHAT YOUR DIGITAL APPROACH IS MISSING

Seraj Bharwani, Chief Strategy Officer, AcuityAds

Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture personas for leading brands.

 

SHOULD CORPORATE AMERICA JUMP ON THE SOCCER OPPORTUNITY?

Tiago Pinto, Global Marketing Director, Gatorade, Pepsico

There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size.  With the 2026 Soccer World Cup on the horizon, the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.

 

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

INFLUENCER MARKETING: WHY PASSION AND SHARED VALUES ARE KEY

Rajaa Grar, Senior Director, Global Brand Marketing, Paula’s Choice
Influencer marketing at Paula’s Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.

 

PASSION-POINT MOVIES

How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

Paul Presburger

CEO

Pantelion Films and Pantaya

@PantelionFilms

interviewed by Dana Bonkowski

SVP, Multicultural Lead

Starcom

@starcom_USA

Thinking about those Santa Monica beaches yet? Click on the banner below now!

 What: We talked to Augusto Romano, CEO of DIGO Hispanic Media, about him joining Portada’s Council System and his company’s unique offering.
Why it matters: Caribbean Hispanics account for 16% of the U.S. Hispanic Population, but there aren’t many agencies addressing them as a separate segment. 

Digo Hispanic Media is a company that was born when two of the largest media companies in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic, merged to target the 9.4 million Puerto Ricans, Cubans, and Dominicans in the east coast of the U.S.

Augusto Romano, a digital media and marketing executive with over 20 years of experience in the field, is the CEO in charge of this new initiative. In order to welcome him to Portada’s Agency Star Committee, we conducted an exclusive interview with him to find out as much as possible about DIGO and Romano’s objectives for this year, as well as how he plans to make the most of his participation in the Council System. 

Portada: How did you find the need in the market for a new media company specifically targeting Caribbean American audiences?

Augusto Romano: The wealth and resources of the Hispanic population in the United States is growing rapidly; the real median household income is more than fifty thousand dollars and it is increasing at a rate of more than 3 percent a year which is nearly twice the average growth of all U.S. households. U.S Hispanics are the most significant minority group in the U.S. economy, accounting for 18% (58 million people) of the overall population. These figures are commonly referenced and this is why more and more agencies and brands are increasing their advertising budgets to reach them.

Let’s dig a little deeper– Hispanics are classified into three broad categories:

(1)  Spanish-Dominant, or immigrants and first-generation Americans, account for 23% of the population.

(2) Bicultural, or first and second-generation Americans, account for 31% of the population.

(3) English-dominant, or second-generation and subsequent generations, account for 46% of the population.

Keeping this in mind, marketers can now determine how, when, and where they can connect with the U.S. Hispanic audience, but most importantly, now they know in which language they should communicate with them to be more culturally relevant and increase their chances of engaging with them. 

Portada: How do you target audiences according to their country of origin?

A.R.: When brands analyze groups by country of origin, they can understand and value other important aspects of their culture. This allows brands to reach them in a more relevant and memorable way. Let’s review the figures by country of origin.

The Mexican diaspora, for example, accounts for 60% (35.8 million) of the U.S. Hispanic population, of which only 32% were born outside of the U.S. We can infer that in this group 68% fall in the categories of English dominant and bicultural, so it is better to speak to them in English with some details of their culture.

On the other hand, the Puerto Rican diaspora accounts for 9% (5.4 million) of the Hispanic population in the U.S. and although they are all U.S. citizens, they are predominantly bi-cultural and Spanish-dominant. This group is followed by Cubans who account for 3.6% (2.1 million) of the U.S. Hispanic population, of which 56% were born outside the U.S. and are considered Spanish-dominant or bicultural. Finally, of the Dominican diaspora, which accounts for 3.2% (1.9 million) of the U.S. Hispanic population, 54% were born in their country of origin, which is why they are Hispanic dominant and bicultural. Due to their cultural affinity and geographical location, we can see Spanish-speaking Caribbean Americans as one large audience. 

Together they account for 9.4 million or 16% of the U.S. Hispanic population, with most of them living in the northeastern states and Florida. 78% of them live on the east coast of the U.S., accounting for the largest population of Hispanics in the region.

 Due to their cultural affinity and geographical location, we can see Spanish-speaking Caribbean Americans as one large audience.

Portada: What is the best way to reach this target audience?

A.R.: Brands can reach these groups in a very effective and culturally relevant manner through digital channels such as Listin Diario, a media brand that has been in the hearts of Dominicans for more than 130 years, El Nuevo Día, a media brand in Puerto Rico that has been a primary source of information for Puerto Rican families for almost 50 years, or Periódico Cubano, which serves as a bridge between Miami and Havana. When brands target the consumers through these media, the level of interest in the brand increases. If on top of that the brand uses specific editorial environments and addresses their different interests (sports, entertainment, politics, news, etc), then it’s definitely a winning formula.

Portada: What are the keys to building effective media strategies in Spanish?

A.R.: To reach the hearts of Hispanics, a brand must speak to them in their preferred language, highlight relevant aspects of their culture, consider emblematic cultural assets, and develop a narrative that highlights them. It is also important to consider that they’re interested in what happens in their country of origin and are actively seeking information about what’s breaking there because, apart from the love they feel for their country, most of them still have family living in Puerto Rico, the Dominican Republic or Cuba. Typically, local U.S. Hispanic Media doesn’t cover this type of information.

[We] give brands the opportunity to connect with a neglected segment of the U.S. Hispanic population.

Portada: What are DIGO’s main objectives and how do you plan to fulfill them?

A.R.: This void is the foundation on which DIGO Hispanic Media was built on: to give brands the opportunity to connect with a segment that has been neglected or treated as other U.S. Hispanics in contexts that are not relevant to them. We have a potential reach of over 4 million U.S. Hispanics, mostly Puerto Ricans, Dominicans, and Cubans, which means we have a penetration of 80% of the population of Spanish-dominant and bicultural Hispanics between these nationalities.

DIGO Hispanic Media was created by an alliance between the largest media groups in the Caribbean region, GFR Media of Puerto Rico, and Corripio Media Group of the Dominican Republic. Leveraging our leadership and partnerships in LATAM, we also provide access to other U.S. Hispanic Groups by representing other important publishing groups in Latin America, also leaders in their markets. We provide our clients with extended reach and more targeted solutions of other Hispanic segments. We are focused on delivering the best Hispanic audience by integrating the most robust technologies available to satisfy the connection needs of our advertisers, only through premium sites, with reliable, brand-safe, and culturally relevant content.

 I greatly appreciate the opportunity to be a part of Portada’s Agency Star Committee and I hope to share my vision, experience, and insights.

Portada: What do you expect to accomplish through your participation in the Council System?

A.R.: I greatly appreciate the opportunity to be a part of Portada’s Agency Star Committee and I hope to share my vision, experience, and insight. I also plan to learn from my colleagues who enrich the quality of the conversation and seek to better develop our industry.

Portada is a leader in multicultural marketing and I feel honored to be a part of the Council System to contribute and exchange ideas with the other members of the Committee.

Portada: Where do you see the company going in the next 5 years?

A.R.: Our mission is: To make true connections between the U.S. Hispanic audience and our business partners in a brand-safe, premium and culturally relevant ecosystem, powered by passion, quality, integrity, and fun.

I see DIGO as the largest, most respected and reliable source of U.S. Hispanic audience.

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

 

  • According to Packaged Facts in the report The Financial Services Market: African Americans and Hispanics, as of 2018, some 70% of U.S. adult consumers say they don’t like the idea of being in debt—a response rate has held relatively steady since 2009, even as consumers have gradually added debt to their balance sheets. African American consumers are 28% less likely than the average U.S. consumer to feel financially secure, but at the same time, they are 16% less likely than average to view the idea of being in debt negatively. Likewise, Hispanic consumers are 15% less likely than the average U.S. consumer to feel financially secure, and they are also more likely than average to say they are no good at saving money.

 

  • US organic sales surpassed US $21 billion in sales in the 52-week period ended Nov. 24, 2018, which was up nearly 9% from the previous 52-week period, according to Nielsen Homescan household projected data. Millennials spent 14% more on organic products compared to the previous 52-week period, and Hispanic consumers spent over 13% more.

 

  • More and more Mexicans are willing to try online grocery shopping, as demonstrated by recent Comscore data. 4.5 million users buy on Walmart, followed by Soriana (1.1 million) and Superama (992,000 users). Bearing in mind that Mexico’s total population reaches over 65 million users, the market of online grocery shopping has great potential in this country.

 

  • The latest findings from MRI’s Cord Evolution research show that Americans watch TV or video in groups almost half (48%) of their total viewing time. Over half (58%) of co-viewing time is spent watching with a “significant other,” while children account for 19%; adult family members, 16%; and friends, 9%. Preferred genres for watching with others change depending on who else is in the room; while Movies come in first or second in all four co-viewing situations, and Comedy TV Shows consistently place in the top three, Sports score highest when friends are the co-viewers.

 

  • According to a report by Pew Research Center, the views of Gen Z – those ages 13 to 21 in 2018 – mirror those of Millennials. Only about three-in-ten Gen Zers and Millennials (30% and 29%, respectively) approve of the way Donald Trump is handling his job as president. This compares with 38% of Gen Xers, 43% of Boomers and 54% of Silents. Similarly, while majorities in Gen Z and the Millennial generation say government should do more to solve problems, rather than that government is doing too many things better left to businesses and individuals, Gen Xers and Boomers are more evenly divided on this issue. For their part, most Silents would like to see a less activist government.

 

What: After losing the World Cup broadcast rights to Telemundo, Univision expanded their soccer coverage by adding UEFA Champions League and UEFA Europa League.
Why it matters: Univision’s expanded coverage of UEFA Champions League is drawing record viewership, including non-Spanish language soccer fans.

Losing the rights to the FIFA World Cup (@FIFAWorldCup) can be crippling for any broadcast company, especially one like Univision (@Univision) that depends on soccer for its sports programming.

Univision previously owned the Spanish-language broadcast rights to the quadrennial soccer tournament, since the 1978 Argentina World Cup up until the 2014 Brazil World Cup, before losing the bid to Telemundo.

Telemundo (@Telemundo) paid FIFA (@FIFAcom) $600 million for the Spanish-language broadcast rights of the 2018 Russia World Cup and 2022 Qatar World Cups; upped from the $325 million that Univision paid for the 2010 South Africa World Cup and 2014 Brazil World Cup.

UEFA Champions Leagues matches, such as the CSKA Moscow 1-0 upset over Real Madrid on the October 2nd, 2018, are bringing in record viewership for Univision.

Telemundo also won the rights to the 2026 World Cup, being hosted by Mexico (@miseleccionmxEN), Canada (@CanadaSoccerEN) and the United States, much to the chagrin of Univision. Telemundo won the bid for the 2026 World Cup in a closed auction that excluded Univision (as well as ESPN) in order to make up for moving the 2022 World Cup tournament from June-July to November-December due to weather conditions in Qatar.

Losing the broadcast rights to Telemundo was a huge blow for Univision.

“In addition to the games themselves, Univision would program their news, talk show, and morning show segments around the World Cup,” said Walter Franco, Project Manager at Victus Advisors (@VictusAdvisors).

But rather than stand pat, Univision looked to towards Europe to adapt. Univision won the bid for the Spanish-language rights to the UEFA Champions League (@ChampionsLeague) and UEFA Europa League (@EuropaLeague), paying $105 million over three years, adding the European sports properties alongside their Liga MX (@LIGABancomerMX), Major League Soccer (@MLS), Bundesliga (@Bundesliga_EN), CONCACAF Champions League, the U.S. Men’s (@ussoccer_mnt) and Women’s teams (@ussoccer_wnt), and Mexico’s national team media rights.

“With the Champions League on Tuesdays and Wednesdays and the Europa League on Thursdays, we are able to give fans access to the best clubs and players in the world in a timeslot where we previously didn’t have live matches,” said Univision’s Senior VP/Sports Programming & Acquisitions Eric Conrad. “With these matches during the week, league matches from Liga MX, MLS, Bundesliga and more on the weekends, and top international competition throughout the year, we are now the all-week, all-year ‘Home of Soccer’ in the U.S.

From a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S.

As part of the new deal, Univision has expanded coverage, compared to Fox Deportes (@FOXDeportes) previous efforts, carrying 137 lives games across all of their platforms, including 97 matches split throughout their Univision, Univision Deportes Network, UniMás and Galavisión networks, 51 more games than TNT’s linear English-language broadcasts.

“Given that we are making every single game available live, with most airing on our highly distributed linear networks, we are giving Champions League exposure it simply has never had before,” said Conrad.

Univision is banking that UEFA (@UEFA) Champions League coverage will grow their soccer viewership, drawing non-Spanish speakers to their platforms. The move is paying off thus far, with PSV Eindhoven’s (@psveindhoven) 4-0 drubbing at hands of Barcelona (@FCBarcelona) averaging 618,000 viewers in the early game of a double-header of Match Day 1, and Liverpool’s (@LFC) 3-2 win over Paris St-Germain (@PSG_English) averaging 672,000 viewers, the most-viewed Group Stage telecast in UEFA Champions League history.

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“European soccer has allowed us to broaden our audience a bit, as we are seeing greater non-Hispanic audiences,” said Conrad. Conrad goes on to say that “from a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S., and we only foresee greater growth as Champions League moves into its later, more intense stages.”

As part of their efforts to expand their viewership, Univision is streaming UEFA Champions Leagues matches for free, with a cable subscription. Turner Sports B/R Live (@brlive) streaming service is charging viewers, from individual matches ($2.99 per game) as well as monthly ($9.99) and yearly plans ($79.99). And while Univision is airing UEFA Europa League matches on their linear platforms, TNT has relegated all UEFA Europa League action behind a paywall on their B/R Live platform.

“One factor that would be interesting to consider is that all games will not be behind a paywall, which will not be the case for English-language coverage on TNT / Bleacher Report,” said Franco. “I would imagine many folks that typically watch in English may switch to Spanish to avoid paying for Bleacher Report matches.”

With so much expanded Spanish-language coverage and high expectations to retain new viewers, Univision has ambitions to do more with their UEFA Champions League coverage than the previous rights owners, Fox Deportes.

We expect to continue setting new viewership records as the tournament progresses and, ultimately, reach our goal of making this season the most-viewed Champions League season ever in the U.S., in any language,” said Conrad.

What: Standard Media Index has revealed that ad revenue from Hispanic television networks remained flat at $2.1 billion during the full 2017-18 broadcast season.
Why it matters: The relevance of sports events such as the soccer World Cup can make an important difference in TV share. The FIFA tournament helped Hispanic TV remain flat; without it, the revenue fall from 2017 is clear.

 Standard Media Index has unveiled data for Hispanic TV during the 2017-18 broadcast season. According to SMI’s findings, ad revenue remained flat from the prior year at US $2.1 Billion. However, when equivalizing out the World Cup, ad revenue falls -5%. Telemundo picked up the largest gains from the soccer tournament, as it reportedly grew ad revenue by 16%, while Univision‘s ad revenue dropped 9% compared to the previous year.

“Results this season show the substantial impact that special events, like the World Cup and The Olympics, have in maintaining share for National TV,” said SMI CEO James Fennessy in a statement. “The World Cup managed to help Hispanic TV keep volumes at 2017 levels. When we back this out we see a fairly substantial fall in revenues for the just completed Broadcast Year.”

Network Breakdown

According to SMI’s data, the World Cup brought in US $122 million for Telemundo, bringing the overall revenue to US $647 million, which amounts to 16% YoY growth. The network also outbid Univision for the rights to the 2018 and 2022 World Cup.

Univision, on the other hand, saw a -9% drop in ad revenue this season. The embattled network has faced a tough year that included a carrier dispute with Dish Network and discarding plans for an IPO. Still, Univision is the largest Hispanic TV Network by volume. It brought in US $975 Million this year.

Market Share

SMI’s data shows that Univision decreased in market share from 49% in 2016-17 to 45% in 2017-18 season.  Telemundo gained market share from 26% last season to 30% this season.

Paid Unit Costs

Primetime demanded the highest commercial prices at an average of US $3,753. Overall, Univision, Telemundo, and UniMas charged the most of the Hispanic networks. The most expensive program this year was Copa Mundial de la FIFA: Homenaje al Campeón on Telemundo, which cost US $197K for a 30-second spot. That’s followed by Univision’s Premio Lo Nuestro 2018 at US $133K and Premios Juventud 2018 at US $113K.

Top Advertisers

Among the Top 30 advertiser subcategories, there were some significant swings in spend this season.  The top 30 subcategories make up 88% of the spend on the Hispanic Networks.  Hospitals & Medical Centers increased spend the most, by 71%.  Meanwhile, Department Stores decreased spend the most, by -57%.

Advertiser Subcategories with the Largest Increases in Spend During the 2017-18 Season, Among the Top 30 Subcategories

 

Advertiser Subcategory YoY Increase in Spend
Hospitals & Medical Centers 71%
Business Services 67%
Skin Care 46%
Miscellaneous Goods 32%
OTC Medicines & Remedies 27%

 

Advertiser Subcategories with the Largest Decreases in Spend During the 2017-18 Season, Among the Top 30 Subcategories

 

Advertiser Subcategory YoY Increase in Spend
Department Stores -57%
Travel Services & Websites -27%
Specialty Retailers -27%
Motion Pictures -19%
Oral Care -15%

 

What: Women are the earners and decision-makers within a great number of Hispanic households, and many factors influence what, how and when they decide to buy.
Why it matters: Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.

In the previous posts we have shared about how to effectively target Hispanics women, we address a variety of issues. We found that acculturation is an important trait, which shapes Latinas’ points of view to a certain degree; related to this, we learned that Spanish plays an important role in Latinas’ media preferences, and finally we reported some of their spending and shopping behaviors. Finally, we now explore some of the best media to connect with Latinas. Together, these four articles will give you an overview of the consumption habits of Hispanic women.

To Connect, Invest in Social Media

While Spanish-dominant Latinos are less likely to be online (74%) than English-dominant Latinos (94%), studies show that brands that want to connect with Latinas in general must invest heavily in their social media and digital presences (Pew Hispanic, Internet Use Among Hispanics Report). Natalie Boden of BODEN PR clarified: “While both groups share the same priorities, (Spanish-dominant Latinas) differ in terms of media consumption.”

Boden elaborated that “Spanish-dominant Latinas keep closer ties to media, opinion leaders, and their favorite influencers from their country of origin. Facebook remains the most popular social channel for Spanish-dominant Latinas, allowing them to connect with family and friends daily. Adoption ofemerging platforms and technologies continues to grow among Spanish-dominant Latinas in the U.S.”

Latinos and Latinas alike are some of the most connected consumers in the United States. The POPSUGAR Insights 2015 Hypercultural Latina report found that 77% of Latinas use Facebook, 75% Youtube, and 54% Instagram. The sites that they are less likely to visit are Vine (11%), LinkedIn (11%) and Tumblr (17%), while Pinterest (46%), Twitter (34%), Snapchat (30%) and Google (25%) are somewhat popular. Older Latinas, more likely to skew Spanish-dominant, are not as connected to social media as younger Millennial Latinas, but 78% claim to use Facebook, while 71% use YouTube (see Table below).

 

… and Mobile

Over 9 in 10 adult Hispanics own either a smartphone or a tablet, according to the study Mobile App Diversity Across Total Hispanic Market by Entravision/ThinkNow Research. More than half of Latinas now get news and information on their mobile or smartphone, with 58% of Latinas saying they use a smartphone or mobile device to look at political news, compared to 37% of voters overall (Latinas and the 2016 Elections: Findings from a National Survey of Hispanic Women, Americanwomen.org). Those ties to the media and opinion leaders are reflected in the Spanish-language Hispanic’s tendency to trust news journalists to get their news over of word-of-mouth (IAB, Nielsen Latina Report, 2013).

The Latina Media Ventures Insights Total Audience Study (2015) found that 89% of their readers engage with computers regularly in an average day for pleasure, 75% sleep with their smartphones next to their beds, and 72% engage with smartphones regularly in an average day. A study by Nielsen found that “average Hispanic mobile user uses 658 minutes per month on their mobile plan, which is significantly more than the average of 510 minutes per month for all consumers.”

Another interesting aspect of Latinas’ connectivity is that they are the racial/ethnic group most likely to live in a cell phone-only household. However, the Hispanics with no landline tend to be U.S. born (46% are under 30, and 43% are U.S. born), meaning that Spanish-dominant Latinas are slightly less likely to fall into this category.

App-Usage Increasing

Hispanics use apps an average of 8 times per day with millennials using apps more than their older cohorts, and females using them more than males. Hispanics use apps around the clock with 6 pm to 9 pm being the peak period (57% usage), according to the report Mobile Diversity, Mobile App-Study across Total Hispanic Market, Pulpo Media, Entravision, ThinkNow Research. Among those, just about everyone uses/downloads mobile apps. More specifically, 87% of Hispanics in the study own a smartphone and 65% own a tablet, while 93% own one or the other, and nearly all download and use apps. Interestingly, low-acculturated Hispanics have the highest proportion of tablet users at 72%, a statistically significant result, while smartphone usage is uniformly high across all acculturation levels.

Overall, 61% of survey respondents have downloaded apps to share and use with other people, while 39% have downloaded an app for the sole usage of someone else. Of those who share apps across acculturation, 69% of low acculturated users share apps, more so than the medium and higher acculturated segments; and, 42% of medium acculturated Hispanics download apps for someone else.

While low acculturated users have a high propensity (58%) to download apps for a child, High Acculturated users are more likely (20%) than other acculturation levels to download for a parent. The most commonly used apps are in the categories of social networking, games, music, maps/navigation/search and weather. Millennials are more likely to use music (67%) and video/movies (52%) apps, while 35-64-year-olds prefer weather (61%), news (43%) and sports (30%) apps. Females are heavily represented in social networking (72%) and music (65%) apps, while males prefer music news (42%) and sports (38%). (Mobile Diversity, Mobile App-Study across Total Hispanic Market, Pulpo Media, Entravision, ThinkNow Research).

Television Still Matters

Television is (still) an important source of news and entertainment for Spanish-dominant Latinas. One quarter of Latinas get political news from television, and even though 91% of Latinas in general report that they spend half or more of their TV time in English, they report strong trust and favorability in news journalists generally and “Spanish-language outlets like Univision and reporters like Jorge Ramos” in particular, according to American Women’s research on Latinas and the 2016 elections. This outcome is also backed by the (IAB, Nielsen Latina Report, 2013), according to which 40% of Latinas said that they trust the media and journalists as sources of news more than anyone else, with family, friends and coworkers coming in second.

Media Penetration for Spanish-Dominant Latinas

Media % that spent any time over the last 7 days
Television 94.4
Mobile Phone 85.8
Radio 78
Magazine 48.5
PC at home 45.2
Tablet 43.6
Newspapers 40.3
Streaming Media 35.8
Game Console 28.7
PC at Work 26.7
E-Reader 18.2

Source: Fall 2016 Simmons Connect Study, Portada

Notes: Female 18+, Spanish-dominant.

 

What: Portada looked at data about the language in which Latinas prefer to consume media and found an interesting relationship between acculturation and language preference.
Why it matters: Language preference is one of the key factors to take into account when marketing to multicultural audiences, but it needs to be tackled wisely in order to actually succeed.

As we have seen before, acculturation plays an important role in the way Latinas, bread-earners and decision-makers of the Hispanic household, see the world and interact with it. While more acculturated Latinas have a higher interest in art, less acculturated Latinas are more optimistic, but family is a priority for all of them. In general, more acculturation is negatively correlated with the use of Spanish, but it’s not as black and white as it might seem.

In the tables below, we can see the role of English and Spanish in speaking, and in the consumption of different media, such as TV, radio, online, and reading. Interestingly, “only Spanish” over-indexes substantially less for TV watching and radio listening compared to “online” and “reading”. Therefore, both Spanish-language print and digital media are particularly appropriate media vehicles to reach out to the Spanish-dominant Latina.

Even the overall Latina female population over-indexes in the “only Spanish” category, for both “online and “reading”, which is not the case for “listening radio” and “watching TV” (it actually under-indexes in the latter).
However, it is important to note that age is not necessarily a factor explaining language preference. As data from the Hispanic Millennial Project shows, Spanish-Language Media is key to reaching foreign-born Hispanic Millennials.

Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (approximately 40%). Even among U.S.-born Hispanic Millennials, only 40% indicate they consume English media mostly or exclusively.

Language preferred when speaking

Hispanic Adults

18+

Female Hispanics

18+

Female Hispanics

18+ (Predominantly

Spanish)

Agree % of sample Index Agree % of sample Index Agree % of sample Vertical
Only English 1548 19.4 100 812 20 103 36 3.3 17
Mostly English, but some Spanish 2275 35.2 100 1273 35.4 101 252 12.5 35
Mostly Spanish, but some English 1529 23.1 100 835 22 95 699 38.3 166
Only Spanish 1380 17.6 100 830 19.2 109 801 44.2 252
In some other language 43 0.6 100 21 0.6 104 2 0.2 35

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when reading

Hispanic Adults

18+

Female Hispanics

18+

Female Hispanics

18+ (Predominantly

Spanish)

Agree % of sample Index Agree % of sample Index Agree % of sample Index
Only English 2901 39.4 100 1533 39.3 100 173 10.8 27
Mostly English, but some Spanish 1502 25.1 100 862 25.6 102 341 17 68
Mostly Spanish, but some English 979 13.9 100 556 13.3 96 493 25.6 184
Only Spanish 1366 17.5 100 805 18.7 107 771 43.8 251
In some other language 38 0.5 100 21 0.7 131 3 0.2 L47

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when online

Hispanic Adults

18+

Female Hispanics

18+

Female Hispanics

18+ (Predominantly

Spanish)

Agree % of sample Index Agree % of sample Index Agree % of sample Vertical
Only English 3324 45 100 1804 45 100 307 17.4 39
Mostly English, but some Spanish 1153 20 100 637 19.4 97 317 15.3 76
Mostly Spanish, but some English 691 8.7 100 393 9.3 106 363 18 206
Only Spanish 884 13 100 525 13.1 101 504 32.1 247
In some other language 33 0.7 100 17 1.0 144 3 0.7 94

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when listening to radio

Hispanic Adults

18+

Female Hispanics

18+

Female Hispanics

18+ (Predominantly

Spanish)

Agree % of sample Index Agree % of sample Index Agree % of sample Vertical
Only English 2059 27.5 100 1028 25.4 92 161 10.8% 39
Mostly English, but some Spanish 1929 29.9 100 1090 30.5 102 278 13.3 45
Mostly Spanish, but some English 1191 18.1 100 700 20.4 112 511 29.5 162
Only Spanish 1265 16.8 100 761 16.9 100 685 36.6 218
In some other language 34 0.5 100 16 0.6 114 2 0 3

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when watching TV

Hispanic Adults

18+

Female Hispanics

18+

Female Hispanics

18+ (Predominantly

Spanish)

Agree % of sample Index Agree % of sample Index Agree % of sample Index
Spanish-language labeling on products helps me select what I want 2223 30.6 100 1287 31.7 103 1011 52.4 171
I remember more about or pay more attention to the products/services that are advertised in Spanish 2048 26.7 100 1195 27.2 102 949 49.5 185
Spanish-language advertising is important to me because it’s the best source of information for making purchasing decisions 1872 26 100 1069 25.4 98 863 47 181
When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business 2640 34.8 100 1545 37 106 1001 53.1 152
I am much more loyal towards companies that show appreciation for our culture by advertising in Spanish 2491 32.6 100 1453 36 110 947 52.3 160
It’s important to me that websites I visit are available in Spanish 1935 26.5 100 1139 29.1 110 825 46.5 176

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

As we have seen, the Spanish-preferred Latina clearly over-indexes in her positive reaction related to the use of Spanish-language in marketing, advertising and packaging messages. Interestingly, the overall Latina woman under-indexes in the response to “Spanish-language advertising is important to me as a source of information making purchasing decisions.” This means that the acculturated Latina woman clearly prefers English as the language for content to base purchase decisions on.

A 2012 Yahoo! study found that Spanish-dominant Latinas are far more likely than bilingual or English-dominant Latinas to value ads that portray their ethnicity positively (71% versus 51%) and make them feel proud of their ethnicities (76% versus 52%). Four in five first-generation Hispanics will talk about an ad that speaks positively about their ethnicity. Brands that invest in understanding what cultural passion points, traditions and rituals resonate with Spanish-dominant Latinas will see a return on their investment.

Likewise, BodenPRs, BODEN Latina Smart Purse™ found that celebrating Hispanic culture is important for Latinas: from the content she consumes to the brands she trusts and the products she buys, “In fact, 65% agree that it is important for brands to develop content specifically for Latinas, from the point of view of a Latina.” The BODEN Latina Smart Purse™ study found that Latinas are more likely to purchase from brands that invest in Latinas (77%) and their communities (87%).

What: Women are the earners and decision-makers within a great number of Hispanic households, and many factors influence what, how and when they decide to buy.
Why it matters: Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.

U.S. Hispanics, a heavily family-driven demographic, account for about 18% of the total U.S. population. Within this community, women tend to be the ones with the most influence in what and how to buy for the household, which is why brands are aware that, when trying to sell to Hispanics, they largely need to understand how to address the ladies.

According to Liz Sanderson, SVP of strategy and insights at Univision, a 2016 study found that, in average, Hispanic women first become mothers at 24, two years younger than non-Hispanic women. “At this age, Latina moms are busy with careers and motherhood,” writes Sanderson, “which means they have a lot of needs. This is where brands can come in to provide solutions, simplify their lives, and become part of the fabric of their family and community.”

 

 

Hispanic Women: Bread-Winners and Decision-Makers

Latinas play an integral financial role in their households. According to 2016 information from the U.S. Bureau of Statistics, 40% of Latina mothers bring in at least 40% of their families’ income, and almost three million family households in the United States are headed by Latinas. The Spanish-dominant Latina controls a significant portion of Hispanics’ purchasing power because they are often in charge of deciding what their family spends money on.

40% of Latina mothers bring in at least 40% of their families’ income.

In one study, 86% of Latinas said that they are the primary decision makers in their households (Nielsen, Latina Report, 2013). This may explain why Latinas are also starting to spend money on products that they used to under-index compared to other demographics, like home and car purchases, and the use of financial services. However, recent research concludes that the Latina Millennial also substantially contributes to household finances and decision making.

Tell Me How Big Is Your Family, I’ll Tell You How You Shop

One of the most important factors that play a role in Latinas’ purchasing decisions is the size of their families, which tends to be bigger in the case of Spanish-dominant Latinas, who are more likely to be running multi-generational households than other demographics. The Nielsen Latina Power Shift report explains that some of the high levels of purchasing by Latinas are associated with the needs of their larger families or culturally-nuanced products, mainly in food categories, but not exclusively.

When families are big, so is the need for consuming CPG products more frequently, and naturally, brands in this category should try to target Spanish-dominant Latinas effectively. Research backed by the Association of Hispanic Advertising Agencies (AHAA) determined that among CPG brands, the Hispanic segment was responsible for around a third of their revenue growth between 2006 and 2010. A decade later, brands should take a step back and be aware that all the CPG giants are forced to adapt to new times, and advertising for Hispanic demographics needs to be smarter; the language difference isn’t enough anymore, you need to find out what really speaks to these women.

First, Think About Convenience

Between work, family and community (and, you know, having a life), Latinas are busy. This could explain why Hispanics are significantly more likely than non-Hispanics to express interest in online shopping to avoid trips to a physical store (Hispanic Online Market report, Captura, 2015.) Amazon has predicted that Hispanics will be increasing purchases of grocery products online by more than 40%.

Studies also show that Spanish-dominant Latinos are slightly more resistant to online shopping than bilingual or English-dominant Latinos. Spanish-dominant Latinos also make fewer trips to the grocery store than the general Hispanic population. Latinas are also more likely to go to the grocery store without a list, although her purchases are less likely to be driven by habit than with non-Hispanics (Hispanic Online Market report, Captura, 2015.) Moreover, Hispanics over-index in researching products and services online (32.1% compared to 24.3% for non-Hispanic whites.)

A Good Deal Beats Everything?

Latinas like a good deal precisely because they are often stretching resources to provide their families with the best possible lifestyle. According to Oye! Intelligence, female Hispanics are more active on social media than male Hispanics about discounts and promotions. Also, Latinas tend to share their experiences and make recommendations to their followers.

68% of Hispanic women agree that if a product is made by a company they trust, they will buy it, even if it’s slightly more expensive than another brand.

Then, it is perhaps because of the great number of discounts on the biggest shopping days of the year that Hispanic women expressed higher positive sentiment about Black Friday and Cyber Monday. Cyber Monday generated mostly English-language discussion (74%), suggesting that brands are more likely to reach acculturated Latinas than Spanish-dominant Latinas on this day. Black Friday seems to enjoy higher awareness among Spanish-dominant Latinas, with 58% of conversations occurring in the Spanish language.

Therefore, as explains Univision’s Liz Sanderson, “Because Latinas also like to tell others about the products and brands they love, they are highly influential.” However, the part about a good deal beating everything might not be altogether true: “According to a 2017 Nielsen study, 68% of Hispanic women agree that if a product is made by a company they trust, they will buy it, even if it’s slightly more expensive than another brand.” Which is great news for your brand, because you are already earning the trust of Hispanic women, aren’t you?

What Are Latinas’ Key Consumption Habits and Expenditure Categories?

Item (Expenditures in US$) All consumer Units Hispanic
Income before taxes

 

$69,627 $54,746

(not Hispanic US$71,855)

Age 50.5 43.9
Avg. Number in consumer Unit

Children under 18

Adults 65 and older

Earners

Vehicles

2.5

0.6

0.4

0.6

1.9

3.1

1.0

0.2

1.0

1.7

Average Annual Expenditures $55,978 $47,663
(Below: only Hispanic over indexing categories)
Food at home (g) 4,015 4,182
Meats, poultry, fish, and eggs (g) 896 1,080
Fruits and Vegetables (g) 769 857
Telephone Services (g) 1,342 1,386
Apparel and Services (g) 1,846 2,035
Footwear 354 452
Gasoline and motor oil 2,090 2,208
Vehicle and Insurance 1,079 1,237

Source: Consumer Expenditure Survey, U.S. Bureau of Labor Statistics, August, 2016

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