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. Read the rest of this entry »
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. Read the rest of this entry »
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.
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!
Newcomer iTunes Latino is launching its first sponsorship, distributing to attendees a card with a code redeemable for downloads of 10 tracks by Billboard Latin Music Awards finalists. They recently announced their new “relationship” with Telemundo integrating their popular programming into the download giant’s library.
“We’re thrilled to be iTunes’ first Hispanic TV property,” said Don Browne, President, Telemundo. “Partnerships like these are all about our viewers and following their needs. We can offer our original content to our audience through innovative and hugely popular platforms such as iTunes, which is why we are pioneers in the Spanish-language television and digital media industries.”
“We’re delighted to work with Telemundo and mun2 to offer outstanding Latin programming on the iTunes Store,” said Eddy Cue, Apple’s vice president of iTunes. “iTunes is the world’s most popular video download store selling over one million videos a week, and now offers over 250 TV shows from over 40 networks.”
Two of Telemundo’s most popular novelas to date, “Pasión de Gavilanes” and “El Cuerpo del Deseo” are stories about love, revenge and all the passion that comes in between, featuring stellar casts that include telenovela heartthrob, Mario Cimarro, among others. A hit since its premiere in May 2005, “Decisiones” is a nightly series featuring stories based on people’s life experiences and the decisions they make to pull through them. “mun2: The Immigration Special” introduces viewers to the life of an undocumented high school student from El Salvador who lobbies legislators to help secure a future for himself and others like him.
Apple launched their new service with the pretty cool spot below. Featuring “Pachuco” from the very popular Kumbia Kings.
Between the “official” merger of Telemundo.com and Yahoo! last week and this partnership with Apple, Telemundo stands poised to be the industry leader in new media and media integration. Univision…you are crazy for not doing your homework or are you too busy with the new acquisition? Where is your music service or partnership? Even Sony Connect has Latin music, but do not currently market it to Hispanics. I believe if Univision does not react soon, they will have a hard time catching up. Unvision.com is stale and entirely dependent on the broadcast giants monopoly of talent and the bullying of it’s partners and content suppliers. Could the playing fields finally be leveling out? We will soon see.
The answer is both. Where you are from usually decides what you identify with. West coast, East coast, Mexican or other. These are the cultural divides that decide whether you are Latino or Hispanic.
The usage of Hispanic as an ethnic indicator in the United States is believed to have come into mainstream prominence following its inclusion in a question in the 1980 U.S. Census, which asked people to voluntarily identify if they were of “Spanish/Hispanic origin or descent”.
Those that are Mexican and have Indian roots do not like to be called Hispanic as there is “cultural baggage” in the term from the days of the Spanish conquistadors and the Mexican Independence War (1810-1821). Read the rest of this entry »
NEW YORK — Chipotle Cheddar. Dulce de leche Oreos. Lime-flavored beer.
So much for the days when Hispanic food amounted to dusty taco kits in the grocer’s specialty aisle. Having long ago discovered the nation’s enormous appetite for Latin cuisine, food manufacturers are infusing a growing number of American staples with Hispanic flavors.
That’s because 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 also make a splash with mainstream consumers ever on the prowl for new and exciting flavors. Read the rest of this entry »
This blog was developed to discuss issues affecting Hispanic marketing today. It is also intended to offer a fresh perspective different from the scripted media coverage currently being offered in the industry.
Tuned Up: Mun2 pushes music.
