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Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.

Weeks after Portada Miami, top-notch speakers got together again at the Loews Santa Monica Beach Hotel on May 10 to discuss key topics surrounding the Latino community in the U.S. After an introduction by the president of Portada Marcos Baer, Melissa Rodriguez, founder and CEO of Mel Rodriguez & Co, introduced Intuit’s Senior Brand and Latino Marketing Manager John Sandoval, who provided the audience with interesting insights on marketing to Latinos when it comes to taxes. Benjamin Franklin said “Latinos are unfamiliar with the income-taxes category,” said Sandoval. “Even if you speak English, this whole tax language is very challenging to understand.” TurboTax found that in the Latino market the “Do it yourself” portion is very small, while non-Hispanics prefer the DIY approach. This means a gap and a business opportunity that TurboTax is tapping into by helping Latinos to do their taxes themselves.

At 10:30am, Nelson Peña, VP of Latcom U.S., took over the stage to present one of Latcom’s most successful case studies. With thousands of out-of-home advertisements, Latcom’s campaign designed for Fox Entertainment managed to create awareness of Fox’s new OTT app, recently launched in Mexico. When asked about targetting U.S. Hispanics, Peña shared that even though the biggest opportunity for out-of-home is in the entertainment category, campaigns are tailored depending on brands and locations, such as the campaign Latcom did for Nestlé, in which the creatives were specifically designed to target Hispanics in southern Texas, Arizona, and California.

Unless you grow with multicultural audiences, you cannot grow.

A deep discussion about what it takes for brands to communicate with Latino audiences got everyone thinking about the future of multicultural marketing. Moderated by Zach Rosenberg, president of MBMG, the panel gathered decision makers like Mobvious’ CEO Isabel Rafferty, Gallegos United’s Strategic Planning Director Caterina Goncalves and Chief Strategy & Engagement Officer Andrew Delbridge, and Natalia Gutierrez, Category Sales Development Manager, Global Foods at Nestlé. With each panelist bringing their own experience with multicultural marketing over the years to the table, the conversation spurred engagement among the audience. A good example to understand cultural attunement according to Caterina Goncalves is what she called “the Despacito phenomenon”, in which a non-Hispanic singer, Justin Bieber, appropriated the song and embraced the Spanish language. “Not enough brands are doing are doing enough to really be culturally attuned,” commented Andrew Delbridge. “As someone who comes from the general market side, I’ve probably learned more in the last 6 years than I’ve learned in the previous 20 years of my career about what I didn’t know about marketing to Hispanics, or to America, really; unless you grow with multicultural audiences, in most categories, you cannot grow.”

There are more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.

At 11:45am, the stage received a selection of brilliant speakers with experience in the soccer business industry. Brendan Hannan, VP of marketing and communications for the LA Galaxy; Jason Howarth, VP of marketing at Panini America; and Steve Pastorino, VP of Corporate Partnership at Las Vegas Lights FC, answered questions posed by Joe Favorito, Portada’s Head of Sports Content, about the great potential marketers can tap on now that Fifa’s World Cup is almost here… and Team U.S.A. is not going. “For a country that is not participating in the World Cup, the U.S. market is fortunate of having a wide demographic of people supporting multiple countries,” asserted Jason Howarth. “On the men’s side there’s always been this default of ‘who else am I going to root for”, there are many more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.”

Finally, Portada LA got to a conclusion that was very ad hoc with the setting: in a panel titled Hollywood and Latin Audiences, Pongalo’s CEO Rich Hull talked to Adriana Trautman, VP, Marketing Latin America at 20th Century Fox, about marketing entertainment to Latin Americans. When asked about how traditional brands are using content online, and what works in the entertainment industry, Trautman answered that “Consumer behavior is completely different online; from a Hollywood perspective is probably easier for us than for more traditional brands because people are looking for that content, but more and more it is about interaction, about creating a relationship with characters, actors, and with the talent behind it… It takes a lot of work, but once you do it, it keeps the conversation going.”

As you can see, the room was packed. Where were you?

Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 18 and 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. We prepared this article to get ready for the conversation.

What: Portada talked to app-marketing experts Rosetta Stone’s César Taveras, MBMG’s Zach Rosenberg, and a knowledgeable anonymous source to find out the ways in which the proliferation of apps has changed the marketing landscape in the last years.
Why it matters: Nowadays, apps are a big business opportunity. Marketers and data specialists need to work together to make the most of it.

The Hagenuk mt-2000 (left) and the Nokia 6110 (right) were two among the first mobile devices to offer gaming apps

At this point, it’s hard to imagine a world without mobile phones and apps. In the technology industry, experts cannot agree on how exactly apps came to be, but they’ve been around for some time. Since Tetris was the first game ever, installed in the Hagenuk mt-2000 mobile phone in 1994, and Nokia pre-installed Snake in over 350 million mobile devices, computer programs designed for mobile devices have been gradually but steadily gained more importance. Fast forward to 2008 and the launch of Apple’s App Store and Google Play forever changed the history of communication, entertainment, and marketing.

According to a study by AppsFlyer, there’s an average of 2.5 million apps available for download at the two big app stores for iOS and Android. Users have a myriad of options to choose from, and competition has never been fiercest. However, knowing how to enter the competition is quite necessary; as experts in app marketing explained to Portada, apps are an inescapable business opportunity that can be approached with the right knowledge and tools.

 

1. Apps Are Gaining More Relevance Every Day

In its beginnings, Rosetta Stone was a CD-ROM package

According to Business Insider, the app market has the potential to grow to over US $100 billion by 2020, but a majority of this revenue is expected to go to only a handful publishers. More and more firms are adding apps to their technology repertory in order to reach consumers successfully. For example, app marketing is very relevant for Rosetta Stone, a language-learning company that was first made possible by the introduction of CD-ROM technology in 1992. “App marketing is becoming more relevant than ever for Rosetta Stone,” said César Taveras, Digital Marketing Manager at Rosetta Stone. “Our product has transitioned from a CD-ROM box to an online subscription model with full mobile app access, and it’s performing well for us.”

As consumers and the technologies they use evolve, the ways to offer products and provide services must get updated as well. In the words of Zach Rosenberg, president of MBMG Media, “Some campaigns call for mobile-first or mobile-only tactics; in-app is a more reliable environment to serve ads vs. mobile web.” Needless to say, things have changed. “The focus used to be on inviting people to a physical store, then to a store online, and the most recent move has been from creating mobile-sensitive websites to designing full advertising campaigns for users to download an app,” told to us a source who didn’t want their name revealed. First lesson: firms need to consider apps in their marketing strategy in order to keep up with the speed at which things move.

2. Just Like Any Other Strategy, App Marketing Requires Accurate Targeting

Rosetta’s Stone César Taveras

With over two million apps to choose from, users need some guidance. Luckily, there are basic tools marketers can use to make sure users are finding your app and, ideally, engaging with it. “We are spending more than 30% in media,” shared Rosetta Stone’s César Taveras. “Most of our media spend is going to Facebook, Google, and Apple, but we also try other small vendors and we are testing online influencer marketing to market our apps.”

 

MBMG’s Zach Rosenberg

For MBMG’s Zach Rosenberg, app marketing integrates seamlessly on most ad campaigns, but he has noticed that “identifying and targeting people who have certain types of apps on their device” is a useful indicator of consumers’ needs. “We use mass media such as television as well as out-of-home to drive awareness, interest and, ultimately, installs,” he commented. “We also focus on lower funnel tactics such as mobile, including in-app display, video, and search to generate interest for app downloads.”

 

 

3. Users Have Downloaded Your App, Now What?

Now you need to make sure they actually launch it and then come back to it. Retention is one of the biggest challenges within app marketing because, as our anonymous source explains, “The quality of most apps isn’t at the necessary level; you can create an app, but if it’s not well designed, if it’s slow, or if it doesn’t offer the same benefits the user can find on a website, then it won’t work.”

According to AppsFlyer’s study, apps that don’t meet user’s expectations are quickly deleted; with so many options out there, there is no time to lose in an app that doesn’t deliver. Many factors come into play when dealing with retention, but perhaps the most important one is ASO (App Store Optimization), the app version of SEO. “It’s all about search engines,” says the source. “Ad campaigns are done extensively within the app stores, both Android and iOS. Apple and Google have their own advertising platforms, so the apps can be found more quickly, and their spot on rankings is monetized.” From 2016 to 2017, non-organic app downloads increased by 22%, while organic downloads increased only 4%, says AppsFlyer. Interestingly, retention rates change between app stores: while there’s not a significant difference in retention of apps downloaded from Apple’s Store or from Google Play during the first month, there is 49% more retention of apps downloaded from Apple after three months.

4. Other Challenges to Keep in Mind

Knowing where to spend your ad dollars is important, but that is not the only challenge when it comes to app marketing. As with any other channel, the focus must be on communicating with the users and making sure your product is appealing and functional. Apps imply a different kind of interaction; as our anonymous source explains, “The level of interaction with a user who downloads an app is much higher when compared to the consumer who has been using the same service online. You have to be in constant communication with the user, and you need to offer new updates and services frequently to renew their interest and get them to use the app again.”

The level of interaction with an app user is much higher. You have to be in constant communication with the user.

“Our strategy is to get people to try a free class when they download the app,” comments Rosetta Stone’s César Taveras. “And then we follow up with push notifications and e-mails that get you excited about purchasing the subscription.” This has worked really well for Rosetta Stone to produce positive ROI, and that’s also due to the app’s design and functionality. The challenge here is that “it’s more complicated to work with apps than it is with websites because there aren’t as many app experts,” says our anonymous source. Not many people are capable of linking an app ad server to an online store, for example. You need an engineer to do app integrations, which is difficult and makes the process slower, but when done well you have a higher competitive advantage when trying to reach your audience.”

 

As the US-Hispanic demographic evolves and grows, multicultural strategists and media planners are faced with the challenge of connecting with a consumer that cannot be defined by a single language or set of behaviors. How educated are agencies when it comes to awareness of the appropriate media mix for reaching today’s Hispanic consumer? Are agencies hoping to reach them through the general market, or are they happy to continue making full use of the traditional options, Telemundo and Univision, especially now that programmatic makes it possible to conduct highly targeted campaigns across a variety of media? We talk to industry insiders to find out.

Hispanic Consumer Targeting: Spanish Language Not A Strategy Anymore

There is one definite conclusion among multicultural marketing strategists: Spanish is not enough to reach U.S.-Hispanics, as the acculturated Latino, who often speaks more English than Spanish in their everyday life, is the fastest-growing group within the Hispanic segment. The question on the tip of many tongues is how to connect with young, well-educated Hispanic millennials.

Asten Morgan
Asten Morgan

While the general market may reach some of this segment, those campaigns “might reach them but they are not likely to connect or touch an emotion, so it’s a missed opportunity,” says Asten Morgan, Latina Media Ventures’ Executive Director of Integrated Media.

In the face of this challenge, some agencies and buyers simply resort to the big players like Telemundo and Univision. Morgan added: “I think the agencies need to be better educated about both the choices they now have to diversify their media mix as well as overall targeting capabilities. When there is doubt or too many unfamiliar options they revert to the path of least resistance from the client so they go with what they’ve been doing for years as nobody will question change.”

I think the agencies need to be better educated about both the choices they now have to diversify their media mix as well as overall targeting capabilities. When there is doubt or too many unfamiliar options they revert to the path of least resistance from the client so they go with what they’ve been doing for years as nobody will question change.

Others are sensing a need for greater education on who Hispanics are and where they can be reached. Lucia Ballas-Traynor, the EVP of Sales at Hemisphere Media Group, explained: “We need to come together as an industry and provide clients and agencies with best practices and guidelines on Hispanic TV buying.”

Part of her concern stems from worries that if this education does not take place, agencies will simply hope for the best in reaching Hispanics through the general market, since their go-to’s for this type of targeting, Univision and Telemundo, “are not meeting their total market objectives and can satisfy them using general market networks.”

ana-crandell-omd
Ana Crandell, Group Account Director at OMD Multicultural

Ana Crandell, Group Account Director at global media agency OMD Multicultural, also attributed a “hesitance to expand beyond the Univision and Telemundo’s of the world” to education, saying that it “really comes down to a lack of knowledge of the offerings available in this space,” and that “many marketers continue to think of the U.S. Hispanic marketing landscape as being limited to just a handful of players, which we know has not been the case for many, many years now.”

The acculturated Hispanic has certainly turned many marketing strategies on their heads. Zach Rosenberg, President of MBMG Media Group, offered an example of the firm’s experience with client El Pollo Loco: “It was clear that they were over-messaging to their Hispanic consumer set while not having enough of a presence in the general market,” he explained. “Our strategic approach was to recalibrate their media mix to include less Spanish Language programming as a larger percentage of Hispanic consumers are acculturated now than even 10 years ago.”

There is a hesitancy to expand beyond the Univision’s and Telemundo’s of the world.

But this was not an uninformed decision. “It should be noted that our multicultural expertise is what led us to this rationale and success,” Rosenberg reminded us.

Another industry insider, who preferred not to be named, defended practices that put a heavy emphasis on the big players: “I think that buying these two partners delivers significant reach of Spanish Preferred Hispanics (and at times can reach goals established by some clients),” but that “to be more holistic and well rounded in the approach it is good to include the other Spanish-language stations that may not deliver as high ratings but definitely provide areas that do not duplicate with Univision and Telemundo.”

Spanish-Language TV’s Transformation

So why aren’t Telemundo and Univision meeting their market objectives? Latina’s Morgan pointed out that they aren’t focusing on digital: “They are focused on their core businesses of television, and their digital properties don’t deliver Hispanics at scale.”

Lucia Ballas-Traynor, EVP of Sales at Hemisphere Media Group
Lucia Ballas-Traynor, EVP of Sales at Hemisphere Media Group

Ballas-Traynor asserted that when it comes to Spanish-language TV, “buying has undergone a dramatic transformation over the past couple of years, and the results are concerning for our market since the message marketers are getting is that you don’t need multicultural expertise to buy Hispanic TV, and that you only really need a few networks included in your media mix, which is doing a disservice to the Hispanic segments they are trying to reach.”

Ballas-Traynor highlighted a few factors that she attributes to this transformation: a general shift to a ‘total market’ approach with a focus on “great buying efficiencies,” and a consequential “shift in buying responsibilities to general market investment/activation teams that have little to no understanding of Hispanic media, or of the audience profiles and content that differentiate these outlets.”

She also noted that agency fees for buying have been reduced across the board, resulting in a “greater emphasis on buying agencies that leverage their clout with fewer, bigger media partners.” She asserted that “budgets for accounts that are active in Hispanic are flat at best.”

While some may see it as an issue related to a lack of education in media buying, our anonymous industry contact believed budgets are a significant issue here: “I think sometimes the media buying community can be misinterpreted, because they do understand that there are others S-L stations that bring value to campaigns.  However, the reality is that advertising budgets can be challenging these days and it’s important to secure a strong base media buy to drive sales.”

Spanish-language TV buying has undergone a dramatic transformation over the past couple of years, and the results are concerning for our market since the message marketers are getting is that you don’t need multicultural expertise to buy Hispanic TV, and that you only really need a few networks included in your media mix, which is doing a disservice to the Hispanic segments they are trying to reach.

Nonetheless, education appears to have a significant role in fixing this conundrum. Multicultural strategists like Ballas have encountered “a lack of resources and multicultural expertise” that is made worse by the fact that there is such a wide variety of media options that buyers end up doing “fewer and bigger deals with less players.”

And once clients and buyers have decided who that small group of players will be, they often resist change, funding “the same programs year over year with the same players, rather than adapting their plans to incorporate other important networks, regardless of performance.”

For this reason, many believe it is important that entities like Morgan’s Latina Media Ventures, which has “always focused on the acculturated Latina,” exist. Their DSP platform claims to do a better job targeting Hispanics in English or Spanish using first party data from their two owned and operated sites to build better Hispanic audience profiles. Then, third party data is brought in “to ensure we aren’t solely relying on sources that aren’t dedicated solely to the Hispanic demo.”

Hispanic Consumer Targeting: Disconnect Between Multicultural Strategy, Planning

Ballas-Traynor was clear about her firm belief that the industry must update its approach to Hispanic targeting, asserting that top 50 Hispanic advertisers probably only do Upfronts with a few different media a year.

“They buy ‘bundles’ which include online, cable and other assets.  Perhaps a dozen go deeper than Univision and Telemundo as part of their media mix (mostly partners that they have worked with over the years). And a handful, at most, are adding any ‘new’ networks,” Ballas- Traynor explained. “As you can imagine, this is very frustrating because we know that the buys for those same accounts go ‘deeper’ and broader in terms of media selection in the general market.”

Another large problem is a growing disconnect between multicultural strategists that do understand the Hispanic market, and the general market activation teams who handle Hispanic network investment, that do not. Ballas-Traynor expressed disappointment that many of the activation teams have “little understanding of the differences among the various Hispanic origin groups, the content that resonates most, who the broadcast versus the cable outlets and sometimes who the measured players are.”

Programmatic buying is an important component to most client’s plans, however, we also continue to offer them (in addition to programmatic) scalable ways to engage Hispanic audiences online and off-line.

It is not uncommon for clients to have a very clear understanding of the consumption patterns and demographics of a key segment, how it differs from others within the Hispanic category, and what markets drive their purchases. But activation teams may not be as informed as the client or the multicultural strategist, and that can be a great detriment to the effectiveness of the campaign.

iHeartMedia is one of the alternatives whose assets might not all be digital, but it claims to reach 91% of the U.S. Hispanic population on a monthly basis through more than 100 stations that have significant Hispanic composition such as LA’s KIIS and KTU in New York City, who have a 50 percent and 40 percent Hispanic composition, respectfully.

Plus, the buyers can’t be the only problem. According to Morgan, they are just “the tip of the iceberg,” because “agency personnel are sitting on the sidelines using their own services,” claiming that they can only use internal platforms, “which are easier, safer and often less effective.” It may just take these agencies losing a client for change to occur: “until a change agent comes along or they lose the account, they move at glacial speeds.”

Programmatic, Scalable Options Help Engage Hispanic Audiences Off and Online

iHeartMedia’s President of Programmatic and Data Operations, Brian Kaminsky, highlighted how iHeart Media

Brian Kaminsky, President of Programmatic and Data Operations at iHeartMedia
Brian Kaminsky, President of Programmatic and Data Operations at iHeartMedia

takes advantage of its wide array of on and offline assets to help brands engage Hispanics: “We have seen almost universal interest in our platform from the agency community who are interested in efficiency and new ways to evaluate a traditional media, and from clients who’ve made an investment in their customer data platforms,” Kaminsky asserted. “Being able to incorporate broadcast radio, given its massive Hispanic reach, into audience focused plans is appealing because of the high ROI it offers relative to digital.”

Regarding programmatic’s influence, Kaminsky said: “Programmatic buying is an important component to most client’s plans, however, we also continue to offer them (in addition to programmatic) scalable ways to engage Hispanic audiences online and off-line.” He elaborated, explaining that they created a programmatic solution for broadcast radio “to meet the shift to audience based buying and planning spurred by digital media.”

His team collects audience insights through merging data from their digital platform, social networks and third-party data sources, which allows them to “offer marketers the same type of audience targets that they are buying from connected mediums like digital, including an audience that is made up of people with an affinity for Hispanic culture.”

And the insights become actionable through their proprietary platform, which uses a planning algorithm and cloud-based networking of their radio inventory to optimize plans. “This allows us to identify very specific and highly desirable audiences at the scale that only radio can provide,” he concluded.

Crandell, of OMD Multicultural, agreed that programmatic has had a significant affect on Hispanic targeting: “I find that most successful strategists that work within the US Hispanic space very much see the value of this vehicle and, most importantly, have been able to identify its role within the broader marketing mix.”

Crandell also noted that in her experience, it has been important to remember that programmatic should be incorporated into the strategic level, not just buying and execution: “If the use of programmatic is only executed (and decided upon) at the buying stage, marketers stand to miss out on perhaps the most valuable aspect of this vehicle – that being its ability to deliver extremely beneficial learnings on the target, as they are based on actual user behavior,” Crandell explained.

Hispanic Audience Targeting: Data Changes Everything, But Is It Accurate? 

Some industry insiders are actually worried that programmatic, with all of its data, may be misleading agencies. “It’s tough now, because programmatic has made it easy for general market media properties or agency trading desks to stake a piece of the Hispanic pie courtesy of an algorithm,” Morgan lamented. “Now they can scientifically state how their algorithm reaches Latinos.” But is just reaching Latinos enough?

“We don’t doubt the capabilities, but there is reason to doubt the accuracy of hitting the target, as their targeting foundation is built on third party data sources that aren’t the most accurate,” Morgan noted.

One thing is certain: marketers are at a crossroads, and the first step in the path to truly reaching Latinos is accepting the complexity of their behavior and preferences, something that the industry has yet to accomplish.

It’s time to evaluate this year and set up plans for 2017.  We asked major brand marketers and agency executives what they asking their partners to do more of next year and what they plan to invest in. Video/Social, Data-analytics, Owned Events and Talent are the main areas of investment.

The 3 questions  we asked:
1. For 2017 what are you asking your media partners to do more of, or what would you like to see more from them?
2. What are you asking your agency partners to do more of  in 2017 (If the interviewed is an agency executive then the question refers to their brand partners).
3.  What are the main areas of investment for your company on the marketing side  in 2017?

Xavier Turpin, Director – Multicultural and DD SW/West Field Marketing at Dunkin’ Brands Inc.

1. “We are asking our key media partners to understand our strategic direction and challenge back how they can build customized programs to help achieve them.”
2. “For agencies, it’s all about making sure they are focusing the right intellectual horse power in the right areas to help us best drive the business.”

3. In video (both Linear and Digital) and Social Media.

Gloria Constanza, Partner, Chief Contact Strategist,  d exposito & Partners, New York

1. “Ideas that truly support our clients’ objectives, that are designed based on data and facts, but still take into account the cultural art of our audience.  Ideas that can easily be tested and that can deliver results.”
2. “We need those advertisers that had shifted the pendulum to “a one size fits all approach” to rethink their strategies and focus on being relevant to the different audiences/segments of their business.”
3. “Continue to build our data/analytics offering in order to effectively address the ongoing transformation the industry is facing.  While advertising has always been grounded in data, in today’s age, the ease of gathering consumers learning by the minute, requires a more robust application to the available data.”

zachary-rosenberg

Zach Rosenberg, President at MBMG, Los Angeles

1.Invention and first to market ideas to help our clients break through the clutter. Accountability in the form of helping to drive ROI such as better measurement.”

2. “Access to more first party data to allow for better optimization and to acquire deeper, more actionable insights.Willingness to take risks and to test and learn.”

3. “Talent and tools.”

 

 

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Manny Gonzalez, Senior Director, Multicultural Marketing Moet Hennessy, New York

1. “Identify more media partners, especially in the digital space, that have stronger original content creative capabilities.”

2. Same as question 1.

3. On one hand digital. On the other hand,   wholly-owned influencer events (original, not sponsored or third-party).

 

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Sonia Rocha – Villalba, VP Account Director-Media, Zenith Media,Los Angeles

1.  Holistic campaigns that fluidly leverage all their assets (TV, digtal, radio and especially social).  Capitalizing on the social success of our media partners to collectively deliver on campaigns is a big goal for next year.

2. We recommend brands assign more resources to create content and messaging that resonates with consumers and their interests. Ideally, it would be great to make all this content shareable to follow on consumption trends we are seeing today.

 3. N.A.

Join us at PORTADA Mexico!

The relentless multiculturalization of the U.S. and why it is indispensable for marketing and entertainment decision makers to incorporate a multicultural lens was a key theme at the “Kick-Off Star Panel” moderated by Roberto Orci, CEO Acento Advertising.

One of the sentences that best expressed the prevailing mood in the room, was when Michael Schwimmer, CEO of NuvoTV said that “Total Market is just another way of saying we live in a Multicultural America”.

portada-dh1Zach Rosenberg, EVP, Chief Growth Officer at Horizon Media, noted that “Hispanic marketing” may be  temporary  a temporary term as marketer’s approach should be increasingly about marketing in a multicultural nation as opposed to just to one segment. Rosenberg added that social listening is a huge component of Horizon Media’s multicultural marketing programs. The Horizon Media executive also noted that  internal learning seminars play a very important role when it comes to teach Horizon Media employees about multicultural marketing.

One of the main challenges is to attribute Hispanic or Multicultural consumption to a  particular media expenditure.

“Before it was only Univision and Telemundo, nowadays it is much more complex to reach Hispanic audiences,” Monica Gadsby, CEO Americas, Starcom Media Vest Group said.  Gadsby emphasized that one of her main challenges is to attribute Hispanic or Multicultural consumption to  particular media expenditure (ad investment) for which she works with providers such as Nielsen.

Jill Byron, SVP, Marketing & Communications at Mode Media ( the former Glam Media), a digital media company whose properties include the Glam en espanol Fashion and Style site said that research they made shows that 60% of Mode Media’s Hispanic audience said that “English-language only content” does not meet their needs.

Check out the first pics:

The Portada Evolving America Summit at Digital Hollywood was held last Tuesday at the Ritz Carlton, Marina del Rey, CA. Here are the first pics of the event:

Zach Rosenberg, EVP Chief Growth Officer at Horizon  is one of the most experienced U.S. Advertising executives. Having previously had senior positions at JWT, DDB and Chiat/Day, in 2000 Zach joined Horizon Media as General Manager. In 2012 he became EVP-Chief Growth Officer. Zach will be one of the major speakers at our upcoming Portada Evolving America Summit on Tuesday October 21 in the Ritz Carlton, Marina del Rey, CA. We interviewed Zach on his views on Multicultural audiences, their impact on the general consumer and more.

Portada: How important is the multicultural consumer in the offerings of Horizon Media for brand marketers?

Zach Rosenberg, Horizon MediaZach Rosenberg, EVP Chief Growth Officer at Horizon Media:  “Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity. Horizon Media’s multicultural practice is seamlessly integrated across all facets of the agency and provides informed strategies for the agency’s clients. Powered by Horizon’s proprietary tools and processes and combining traditional and digital expertise, the practice harnesses the latest consumer insights with market nuances to drive the most relevant and effective campaigns.”

Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity.

How do you think does the Multicultural Consumer impact the behaviour of the overall consumer in the U.S.?

Z.R.: “The multicultural consumer definitely has an impact on general consumers. They are trendsetters and highly influential. They over- index in mobile and video usage and are early adopters of technologies. Their influence spans music, fashion, food and other areas of culture. These sensibilities permeate into the general population.”

What are Horizon Media’s broader strategic goals as we go into 2015?
Z.R.:Our goal is to continue to inject our expertise into our clients’ overall communication plans. We are developing new research and tools to find ways to better connect with this multicultural target. The more we understand their habits, language usage, channel consumption, their differences as well as their similarities will greatly impact our plans and give us the opportunity to speak to them in a more culturally, relevant way.

Meet Zach Rosenberg at Portada’s Evolving America Summit at Digital Hollywood on Tuesday October 21 in the Ritz Carlton, Marina del Rey, Ca. Rosenberg, Starcom’s Monica Gadsby, Glam Media’s Jill Byron, Tribune Publishing, Joseph Schiltz, NuvoTV’s Michael Schwimmer and the Agencia de Orci’s Roberto Orci, will be analyzing  the relentless “multiculturalization” of the U.S. and debate whether it is indispensable for marketing and entertainment decision makers to incorporate a Multicultural lens to be successful in U.S. Media, Entertainment and Advertising.