Ok, ok…so the Hispanic market is light years away from following in the footsteps of the general market and buying TV real-estate online. But this week, Google announced a partnership with Echostar (parent company of satellite giant Dish and DishLATINO) to sell TV inventory belonging to the satellite operator via public auction. Also this week, news of failed attempts to launch an ad selling auction site by ebay dominated the headlines. What will this all mean to us in a few years?

First of all, the move between Google and Echo may or may not backfire on them. The Google system will track the efficiency of a buy by tracking the # of impressions, cost of the spot and several other variables. It is the online business model applied to a traditional medium holding it accountable in a whole new way…ROI. Is the Hispanic market ready for that? I don’t think so. What will happen to all the claims we use about increased awareness and opinion/consideration with brand advertising? Many agencies have been fortunate that their Clients did not want to foot the cost of DRI tracking or copy testing. In our guts, we know the brand “fluff” is necessary, but the numbers will never show it. I’m talking about the “touchy-feely” part of branding. How will we measure “the goose bumps” a brand gives you? What will happen to our media departments if Clients can buy their next TV spot while they shop for a new set of golf clubs on ebay?

These are all questions that we need to begin asking ourselves. And with the increase of DVR’s in the Hispanic market, what are Hispanic networks doing to ensure our targets continue to buy our brands?

I believe the answer is product integration and the creation of original and relevant content. Can the Hispanic networks get it together to develop deals that include product integration in key programming such as novelas? There has always been a huge disconnect between the production companies and the networks (and the international nature of the novela business) making deals like this impossible. Then there’s the eternal battle between Televisa and Univision which had us on the edge of our seats as their fate was determined last fall. Univision’s addiction of Televisa novelas is much like the U.S. dependency on Middle Eastern oil…going nowhere fast. On a side note, this is where I believe Telemundo can take the upper hand given their ability to produce their own novela properties.

On the plus side, this online commodity will allow media access to companies who could not afford media planning and buying agencies. Without a doubt, the way we do business is changing and evolving and media buying is no exception. However, what will happen to all the media reps? More importantly, what will happen to all the free lunches?

- Written by Miamiadguy