Archive for April, 2007
From AHAA Conference: Google Enters Market and Social Networking Is Hot Topic
By Laurel Wentz
CHICAGO (AdAge.com) — The fast-growing audience of online Hispanics — and how to market to them — was the hot topic at the spring conference of the Association of Hispanic Advertising Agencies last week.
The number of Hispanics using broadband at home grew from 40% of online Hispanics to 61% last year, while their use of social network sites soared by more than 200%, researcher Tamara Barber from Forrester Research told the 500 people who attended the AHAA conference April 26-27.
Minutes online, page views
Last year, the total number of Hispanics online grew by 11% to 16.3 million, while the total number of minutes they spent online per month grew by 34% and total page views by 49%, said another panelist, Jack Flanagan, exec VP of ComScore Media Metrix.
And Google has finally discovered the U.S. Hispanic market. Sarah Carberry, a conference panelist and Google’s senior account executive-consumer packaged goods, now works part time on multicultural efforts and will become the company’s first multicultural manager later this year.
Ms. Carberry, who is Cuban-American, described a campaign supermarket chain Albertson’s did with Google for products for quinceañeras, the party traditionally held for a Hispanic girl when she turns 15. The campaign used keyword targeting and display ads to draw families planning quinceañeras to Albertson’s bakery, paper products and flower departments in heavily-Hispanic areas.
“We test both languages [Spanish and English], and we’re also testing Spanglish,” she said.
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BY LAURA WIDES-MUNOZ
AP HISPANIC AFFAIRS WRITER
MIAMI — Indie rocker Eric Monterrosa checks his ElHood.com Web site at least three times a day, answering fans, surfing for other new Latin artists and keeping in touch with friends from his native Colombia.
Elhood is sort of a bilingual MySpace page mixed with a the latest in Latin music, and for Monterrosa it has become a personal and professional lifeline. It is also the latest in a wave of Hispanic social networking sites building connections across the U.S., Latin America and Spain, all hoping that they can capture a slice of the millions of dollars in advertising being purchased.
“A lot of Latin artists are plugged in. So if you want to find them it’s easy. If you go to sites like MySpace, you have to go through all sorts of genres, types of music and languages,” Monterrosa said. “It’s cool that we can break the boundaries and reach out to other countries and have so many people sharing music and talking across international borders.”
About 56 percent of Hispanics in the U.S. use the Internet, compared to 71 percent of non-Hispanic whites and 60 percent of non-Hispanic blacks, according to study released last month by the D.C.-based Pew Internet and American Life Project. But the number of Hispanics online jumps to 67 percent for 18 to 27 year olds, who also happen to be the group most likely to visit social networking sites and a plum advertising demographic.
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Good Call: Telemundo, Others Cater to Demo’s Penchant for Cellphones
By Laura Martinez Ruiz-Velasco
Text messaging is so passe. Starting this month, subscribers to AT&T Wireless’ Media Net Latino package can watch the best kisses, love scenes and action chases from “El Zorro,” the telenovela based on the Zorro legend that is co-produced by NBC Universal’s Telemundo and Sony Pictures.
Tuned Up: Mun2 pushes music.
The clips aren’t pulled from “El Zorro’s” TV content. They’re all original, produced specifically for the third screen.
Small but growing market
The market for Latino mobile video is small but growing dramatically. The reason is simple: U.S. Hispanics overindex in their use and adoption of mobile technologies and spend more money than general-market consumers on wireless services. A 2007 Forrester Research report shows Hispanic mobile-data users are three times more likely to download videos than non-Hispanics, and according to ITFacts, they spend an average of $67 per month on wireless services vs. $60 by the general market.
Latinos’ penchant for using mobile phones hasn’t escaped marketers, agencies and broadcasters. They’re finding ways to reach Latinos on the move via text messaging or image and video downloading.
“Our clients are increasingly asking [us] about mobile,” says Marla Skiko, director-digital innovations at SMG Multicultural, Chicago. Earlier this year, the Publicis Groupe multicultural media agency helped put together a multichannel marketing effort for Hennessy, driving bilingual urban users to a dedicated site where they could download ringtones, wallpaper, music and cocktail recipes directly onto their cellphones.
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[youtube i1v7RJW4miA]
I came across this spot and I thought it was funny. I mean, there is no real Hispanic insight as I believe the insight is more male-centric than Hispanic based. However, the spot explores the insight from both gender perspectives making it funny to both genders. It connects with both the male target and the female influencer.
I am not sure when it aired as I came across it on youtube recently.
- Written by Miamiadguy
Miller Brewing Company launched Miller Chill in test markets last month to capitalize on the growing cultural trend of “Latinization.” Latinization means the growing popularity of Hispanic cuisine, music, fashion etc. in the cultural mainstream. In many instances, it is reshaping popular culture. Think of the growing popularity of Latin themed items. Also known unofficially to us Latinos as the “browning” of America. 
An Associated Press story takes a look at how the trend of Latinization has been influencing what goes on grocery store shelves:
“Companies have found that Latin-inspired foods not only resonate with Hispanics — at 14 percent of the population now the nation’s largest minority — but they also make a splash with non-Hispanic consumers ever on the prowl for new flavors.”
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One of the biggest mistakes I find online is advertisers trying to make ad materials work from their traditional marketing campaigns “as is”. As traditional marketers, we tend to want to be synergistic and efficient and economical and many other adjectives. As Hispanic agencies Clients have accustomed us to working magic with the budgets that we get. I’ll never forget when a local Chicken Fast Food Restaurant here in Miami made my agency at the time produce 6 spots for $150k. Somehow, we did a nice job considering the time and budget we had (we called in a lot of favors).
Your OOH (billboard) creative should not become the header to your micro-site. Your TV spot should not become the exact video you use for the intro to your site. Your brochure copy does not become the body copy of your page. Rather, your site should be an extension of the marketing materials you have in the market. It should be a place where consumers can take the knowledge they’ve acquired, through exposure to your message via traditional means, to the next level. A place where they can get the rest of the information they need to make an informed purchase decision. A haven where you can continue your brand relationship with them…long far after the TV media budget has ended.
For this reason, it is a best practice to produce more materials than needed for your traditional marketing. Shoot more footage than needed, negotiate internet rights for photography and talent upfront and create added value for your consumers online. Much like the bonus footage on a new release DVD, it is usually a BIG incentive to buy the movie. The same concept applies to online. It is the reason consumers continue to log onto your page to continue your relationship together. So make it count!
- Written by Miamiadguy
