Monday, November 30, 2015

How Telemundo nearly tripled its YouTube audience this year

The Spanish-language network’s main YouTube channel, which crossed 1 million subscribers over the Thanksgiving holiday, added more than 613,000 subscribers between January 1 and October 31. Over the same period, the channel also generated 460 million views (up 262 percent from the previous year) and more than 3.1 billion minutes in watch time (up 278 percent).

The numbers are more remarkable considering the YouTube channel only launched in September 2011. Telemundo credits the growth to integrating social into its overall digital programming and distribution strategy.

ead full article

Sunday, November 29, 2015

Television is getting more diverse. Here’s why it’s good for the business.

This year, it became impossible to turn on your television without noticing a major sea change: People of color are the stars of shows on almost every network and streaming service. It’s the year Hollywood (er, for the most part) stopped making excuses for its all-white shows and dabbled in diversity.

Who knows if it will last? But here’s a reason it should: Television isn’t just getting more diverse. It’s finally beginning to feel authentic.

Read full article

Thursday, November 26, 2015

Adsmovil's Rapid Growth Proves Importance of Mobile Hispanic Market

NEW YORK, NY--(Marketwired - Nov 24, 2015) - Brands looking to increase their share of the Latin American and the U.S. Hispanic markets will be pleased to know that Adsmovil, the leader in mobile advertisement in the Americas, is experiencing unparalleled growth as it marks its 5th anniversary.

The company is projected to surpass $15 million in revenue by year's end -- a growth in sales of more than more than 50% over 2014. In 2015, Adsmovil formed important partnerships with Sizmek, TailTarget and PubMatic, and opened operations in Spain. In April the company launched the Adsmovil Ad Exchange, the first mobile ad exchange focused exclusively on Hispanics. Adsmovil won both a Gold Smartie from the Mobile Marketing Association and a FOMLA from the Festival of Media LATAM for an innovative campaign it ran in Ecuador on behalf of Unilever Magnum. In addition, the company won two bronze Smarties for a campaign it ran in Brazil for Reckitt Benckiser.
"We've helped more than 500 advertisers reach their audiences with more than 5,000 campaigns," said Adsmovil CEO Alberto 'Banano' Pardo. "Moreover, as Professor Eduardo Gamarra recently explained, our company is poised to serve as the strategic connector for the Latino vote in the upcoming U.S. Presidential election."

"Mobile marketing strategy, content integration and advertising will be vital in the years to come," said independent marketing consultant Juan Carlos Giraldo. "Adsmovil is pioneering the way brands and content creators are interacting with the increasingly mobile Hispanic audience." Portions of this story appeared first in

The nations where Adsmovil has made great strides in the past five years:
Brazil: Adsmovil ran more than 1,000 campaigns in Brazil for more than 150 advertisers and brands. Despite that nation's financial crisis, Adsmovil expects to increase revenue by 30% in the coming year. As mentioned above, the company won two MMA Smarties in Brazil with its client Reckitt Benckiser.
United States: Adsmovil is part of the massive growth in the mobile industry in the U.S. this year. Brands like General Motors and Unilever have a big appetite for Hispanic audiences, and they understand that mobile is crucial.

Mexico: Sales have grown 40% over the previous year. Seven Adsmovil staffers are working with such brands as Unilever, Diageo and Coca-Cola.

Ecuador: Adsmovil's campaign for Unilever Magnum won a FOMLA and a Gold MMA Smartie.
Spain: The company opened operations in Madrid in September.

About Adsmovil 
Adsmovil, a Cisneros Interactive company, is the leading company in Mobile Advertising Solutions in U.S. Hispanic, Brazil, Mexico, Colombia, Argentina and other Latin American markets, and recently opened an office in Spain. It has pioneered the way brands and content owners interact with the Spanish- and Portuguese-speaking audiences throughout the United States and Latin America via their mobile devices. Adsmovil effectively develops mobile advertising campaigns, in addition to providing mobile solutions and creative resources that enhance the interaction between brands and consumers across the Americas, utilizing innovative Latin content and digital platforms to effectively engage users across the region. For more information, please visit: and @Adsmovil on Twitter.

Monday, November 23, 2015

Is 2015 The Best Year Yet For Hispanic Digital Marketing?

With the holidays around the corner and 2015 coming to a close, I took some time to reflect back on what’s happened in Hispanic digital marketing. I must say, it was quite a year.

The Hispanic digital marketing industry has evolved exponentially this year as more and more brands realize that to grow, they must win with online Hispanics. As a result, brands are increasing their investments in Hispanic digital marketing, which in turn has sparked innovation and growth across the Hispanic digital industry.

Read full article

Sunday, November 22, 2015

Tougher times for Hispanic magazines

Just a few years ago, Hispanic magazines were hot, with ad pages up, readership climbing and new titles launching to meet the rising demand. That remained the case even after general market magazines began their tumble as readers moved online and advertisers followed.

Now it’s over.

While circulation has remained steady, ad spending on Hispanic titles is well down, with pages off nearly a quarter through July, as advertisers move more and more of their spending online.

The challenge for publishers is to maintain their print titles while building out their digital properties, and they have several things going for them.

Read full article

Wednesday, November 11, 2015

Toyota, Kleenex, Allstate and J&J Win ANA Multicultural Awards

Judges awarded authenticity and realism—from brands as diverse as Toyota and Kleenex-- at the Association of National Advertisers' Multicultural Excellence Awards.

"Given the rise of digital and social media—people are getting their information more quickly—authenticity has become more important," said Manny Gonzalez, senior director-multicultural at Moet Hennessy USA and one of this year's judges. "Judges gravitated toward the realism."

Read full article

Latin America Fastest Growing Mobile Ad Market

According to Opera Mediaworks’ global mobile ad platform, reaching over 1.1 billion consumers each month, and the Mobile Marketing Association (MMA), Latin America takes the lead as the fastest-growing mobile ad market globally, capturing nearly 8% of the global market. In addition, Mexico, Brazil and Argentina are now in the company’s Top 10 list of all countries by mobile ad traffic.

On top of being the fastest growing region globally, Latin America also has the highest monetization potential, compared to other emerging markets (Asia Pacific and Africa), says the report. Mobile ads served within the region generate more revenue per impression than either of these two regions, with a ratio of 1 to 0.87 (global average is 1:1). When narrowed down to just the top five LatAm countries, the discrepancy drops even lower, to a ratio of 1 to 0.92.

Read full article

Brands Need to Make Agency Diversity a Requirement

At the recent ANA conference, PepsiCo executive Brad Jakeman lamented that ad agencies are too homogenous and we need more diversity. In Mr. Jakeman's words, "Innovation and disruption does not come from homogeneous groups of people."

I completely agree. Given consumers' focus today on authenticity and relevance, brands that are undergoing agency reviews must look beyond the time-worn standard markers like years of experience in your vertical, experience of agency leads, and quality of the pitch. One criterion that should be on every brand marketer's or CMO's radar is agency diversity.

Read full article

Tuesday, October 27, 2015

The Thumb Is in Charge

Over the past decade, the mobile device has evolved from a simple texting and talking device into a hub for everything—music listening, video viewing, image capturing, socializing, discovering, researching, shopping and more. It’s changed how we connect, how we share, how we discover and how we get things done.

But it’s not as much about the device as it is about the person behind the device.

Mobile technology has put incredible power and control in people’s hands—particularly the thumb. The thumb is now in charge.

Read full article

Tuesday, October 13, 2015

Nielsen Research for Facebook Shows It Now Edges TV in Reaching Millennials, Hispanics

Facebook has been going hard after marketers' TV budgets, and with some success. Now, it's coming armed with research from Nielsen suggesting it's a better reach medium than TV for millennials and Hispanics coveted by so many marketers.

A wide-ranging study using Nielsen's Homescan panel of consumers and audience-measurement tools shows buying Facebook alone now reaches more of each group than running ads on the 10 most watched TV networks combined -- though it also shows that using both Facebook and TV combined reaches a far larger slice of both groups.

Read full article

Saturday, October 3, 2015

Delicate dance: Targeting biculturals

Who are we talking about when we discuss bicultural Hispanics? Did these people grow up in the U.S.? What age group are they? 

Typically, the group that we think of as bicultural Hispanics are first- or second-generation U.S. citizens. These are often individuals whose parents immigrated to the U.S. either before they were born or when they were young children.

They have thus spent all or most of their lives in the U.S. but were raised in a Spanish-speaking household in which the traditions of the land of their heritage were – and continue to be – celebrated.

As children who learned English at a young age and who spoke English in school, they learned to fit into American culture while also maintaining a comfortable relationship with the culture of their family, extended family and family friends.

Many biculturals are Millennials; in fact, 55 percent of Hispanic Millennials consider themselves to be bicultural, while only 18 percent consider themselves highly acculturated and 25 percent claim to be relatively unacculturated.

Read full article

MBPT Spotlight: How Hispanics Are Powering Word of Mouth

A 2014 study conducted by the Word of Mouth Marketing Association (WOMMA) found that word of mouth marketing drives 13% of consumer sales and amplifies the effect of paid media by 15%. But what exactly is word of mouth?

Word of mouth, or WOM, is any form of talking about a brand; whether that's conversations that take place online, in-person, over the phone or via text.

These consumer "conversations" have proven to be essential to a brand's overall consumer performance. Even more interesting, is the fact that Hispanic consumers in particular, are leaders in brand WOM conversations.

Read full article

The five big trends in Hispanic media

1. A focus on bicultural targeted media, with an emphasis on Billennials

We will see an increased number of media channels designed to reach and engage bicultural Hispanics.

While media channels to reach biculturals are not new, we are seeing more and more options created by “mainstream” media companies.

This year’s upfront included a number of programming announcements that are clearly designed to reach diverse audiences. NBC’s “Hot and Bothered” and Fox’s “Bordertown” are just two examples. These shows go beyond casting Latino talent, the entire storyline is a Latino story.

As Latinos represent 22 percent of the overall millennial population in the U.S., this target segment is getting increased attention, and marketers are looking for ways to engage with them.

An example of a company going directly after them is CafeMedia, who just announced “Vivala”, a site uniquely designed for Millennial Hispanic women.

Read full article

Thursday, September 17, 2015

Latin America Has the Fastest-Growing Ad Market

Total media ad investments will rise faster in Latin America than in any other region worldwide through 2019, according to the latest eMarketer forecast of ad spending around the world. The growth is the result of a rising middle class and increased advertiser spending on global events like the 2016 Rio Olympics. Spending on paid media in Latin America will total $41.85 billion in 2015, a 10.1% increase from last year. eMarketer expects ad spending in Latin America to continue to grow at a faster rate than any other region worldwide through 2019. 

Read full article

Sunday, September 13, 2015

MiTu strikes huge chord with online Latino viewers

SANTA MONICA, Calif. — For years, TV producers Beatriz Acevedo and Doug Grieff had a simple goal: they would produce online programming that was different from most everything else out there, by focusing on the under-served Hispanic audience.

Just three years later, after starting the MiTu Network, that bet is paying off big time.

They average 1 billion monthly views for their programming, seen mostly on YouTube and Facebook, as the world begins to catch up to their dream.

Read full article

Thursday, September 10, 2015

Millennial Moms Expected to Add $750 Billion to U.S. Economy

POMPANO BEACH, Fla., Sept. 9, 2015 - With a tap, swipe or click, 13 million Millennial Moms will spend over $750 billion in the U.S. this year. And their economic impacts will only increase as the number of Millennial Moms is expected to at least double over the next decade, according to just-released research by BSM Media. 

With the top of the curve still to be reached, knowing the demands and expectations of Millennial Moms will drive even more business growth, likely to historic levels. Technology use, purchasing behaviors, social trends, voting power and much more are detailed in a new book by marketing to moms expert Maria Bailey, Millennial Moms, 202 Facts To Help Drive Brands and Sales (Wyatt-MacKenzie, 2015). Debuting last week as an Amazon #1 PR and Marketing  "Hottest New Release", the book features an in-depth look at the background and influence of these moms, plus tactics to empower companies that want to tap in to this lucrative consumer group.
A sneak peek of the book, based on five years of research on Millennial Moms, reveals five eye-opening facts about these dynamic younger mothers from tech usage to transparency to how they will vote in 2016. What makes Millennial Moms tick? 

1. Social shopping is standard for Millennial Moms. 90% say they take a picture from a store's fitting rooms to garner friends' opinions on a potential clothing purchase.  

2. Millennial Moms carry at least two wireless devices. In fact, the majority totes between three and four devices and over 10% say they always carry five or more tech gadgets. 

3. Millennial Moms are pragmatic. 90% will not purchase a product without reading a review first.

4. Transparency is a must. More than half of these young mothers rate transparency as "extremely important", trusting brands that are open about their products. 

5. Education and healthcare are the most important political issues for Millennial Moms. Politicians will do well to tap in to the Millennial Mom vote, with an estimated 85% saying they will cast their ballots in the election.

In an easy-to-read format with charts, quick insights and interviews with Millennial Moms, Bailey's new book is a must-read for anyone interested in this unique generation that is the largest cohort in history. "They are uber-spending, hyper-connected moms who exert massive influence on everything they touch, from push presents to half birthdays and customized everything," explains Bailey, the author of this latest book based on five years of research on Millennial Moms. "Everyone needs to understand these high tech, value-seeking mothers who are constantly raising the bar and changing the rules."  
Find more information about Millennial Moms, the book and Maria Bailey at


Tuesday, September 8, 2015

French/West/Vaughn Acquires Hispanic PR, Entertainment Firms

NEW YORK—French/West/Vaughan has acquired a 50 percent interest in Hispanic PR, marketing and branded content agency RGAA PR, which was started by PR industry veteran Raul Gonzalez in 2011. The firm represents clients such as EA Sports for its best-selling FIFA, UFC and Need For Speed video game franchisees; Sega Sports Interactive’s Football Manager series; and the New York Red Bulls of Major League Soccer.

The firm will begin its move into FWV’s existing New York office immediately. Raul Gonzalez will continue to lead RGAA PR under its own brand.

According to French, the deal is important in part because RGAA PR does a lot of its work in soccer, “so it allows us to further build our fast-growing sports and entertainment practice while at the same time affording us an overall Hispanic marketing capability that we’ve never had.”

Read full article

Friday, July 31, 2015

Latin America Home to 155.9 Million Smartphone Users

Latin America will be home to 155.9 million smartphone users in 2015, a 22.2% year-over-year improvement, eMarketer estimates. This figure will reach 245.6 million by 2019, the end of our forecast period.

While Latin America is formed by more than 40 countries, the bulk of its smartphone user base is concentrated in six of them. eMarketer estimates a combined 84% of smartphone users in the region will come from Argentina, Brazil, Chile, Colombia, Mexico and Peru in 2015. That share will remain more or less unchanged throughout the forecast period, dropping only marginally to 83.1% by 2019.

Read full article

Thursday, July 30, 2015

How to Effectively Market to the Growing US Hispanic Market

The US Hispanic population is the fastest-growing ethnic segment in the country, with an expected growth of 167% between 2010 and 2050. If you haven't begun doubling your efforts to reach Hispanic customers through online marketing, now is the time to start.

And, just as when targeting any niche market, you should follow some basic guidelines—including the following—to effectively market to Spanish-speaking customers.

Focus on a local campaign
Traditionally, Hispanic communities are tightknit and family-led. However, because the term "Hispanic" encompasses a broad range of nationalities, attempting to lump them all together can be problematic. Hispanic communities are not homogenous.

Hyper-local strategies allow you to address the different needs of those communities, which can vary by ethnicity, religion, region, and age.

Read full article

State of Piracy

Software security company, Arxan Technologies, has just recently released their 2015 State of Application Security Report. The Arxan team, along with iThreat Cyber Group analyzed data collected over the past 3.5 years. This data focused on the distribution of unauthorized software and digital media assets. Their results were staggering. For example, in 2014 alone, the unmonetized value of pirated assets reached $836 billion. 

Courtesy of  Download report here

Tuesday, July 28, 2015

Ad Blocking: A Problem in Need of a Creative Solution by Kevin Conroy

The adoption of ad blockers is climbing at an alarming rate, with usage doubling since 2013. The reason cited for this steep incline is that people hate advertising. Wrong. Sure, people hate irrelevant, intrusive and offensive advertising, but all you have to do is ask someone to tell you about their favorite ads and you'll hear a very different story.

It's true that we are moving into a period in which many more direct-to-consumer content offerings will become available, but it's also unrealistic to think that 100% of consumers are going to pay for ad-free content services. 

Read full article

Sunday, July 26, 2015

Why Amazon And Entrepreneurs Are Bullish On Mexico

Imagine a country with 100 million mobile phones, but just 15 percent of residents have a credit card. A country where more than half of the population is under age 27, but less than half has Internet access. That, in a nutshell, underscores the opportunities and challenges for innovators and investors evaluating Mexico’s emerging innovation economy.

To get a first-hand look, Silicon Valley Bank in June organized a trip to Mexico City for two dozen U.S. and Latin American investors to meet with some of the nation’s leading entrepreneurs and investors, as well as government and university officials.

Read full article

Saturday, July 25, 2015

4 new rules for multicultural marketing

The United States, and its multicultural composition, is ever-changing. According to the U.S. Census Bureau, there are 54 million Hispanics living in the U.S. Representing approximately 17% of the total U.S. population, those of Latino origin are the nation's largest ethnic or race minority. By 2020, that figure is expected to grow to 31% as the numbers of Latinos in the U.S. more than doubles. Also by 2020, more than 50% of all U.S. consumers will be classified as multicultural.

And, in terms of marketing to this population, tactics need to change as well. CMO & EVP Brands at Moët Hennessy USA Jon Potter says that in order to effectively market to Latino consumers, "brands need to develop strategies that integrate them into part of brand."

Read full article

Thursday, July 23, 2015

Latin America Home to 110 Million Digital Buyers

Retail ecommerce in Latin America is growing at a rapid pace and will approach $50 billion in 2015. Behind that trend is a rising digital buyer base. After a robust 17.4% gain last year, the number of internet users ages 14 and older in the region who make at least one purchase via any digital channel will rise 12.9% this year to reach 110.0 million, eMarketer estimates. By 2019, the last year in our forecast period, that number will rise to 151.1 million.

Read full article

Saturday, July 18, 2015

Latin America the Fastest-Growing Ad Market Worldwide

Latin America is expected to boast the highest total media ad spending growth globally this year. June 2015 research from Magna Global forecast that advertising expenditures in the region would improve by 9.9% in 2015, down slightly from 11.3% in 2014.

Though Latin America’s growth rate will clearly surpass those of Asia-Pacific (6.3%) and the nascent Middle East and Africa (5.4%), the region will still be far behind all others when it comes to share of total ad dollars globally. According to Magna Global, Latin America accounted for just 7% of total media ad spending worldwide last year. North America and Asia-Pacific led that category, with respective shares of 36% and 30%.

Read full article

Rise In Hispanic Media Ad Spend Exceeds English Ad Market 20 To 1

According to Statista, between 2010 and 2014, overall expenditures among America’s top 500 advertisers only increased by 6 percent. Meanwhile, ad spending in Hispanic media jumped 63 percent during those four years, from $4.7 billion to $7.1 billion, according to the Association of Hispanic Advertising Agencies.

Put another way, the increase in Hispanic media ad spending outpaced that of the English ad market 20 to 1 over that timespan, with marketers allocating 8.4 percent of their advertising efforts on the Hispanic demographic. Average spending among the top 500 advertisers in Hispanic targeted media stood at $9 million in 2010 and that increased to $14 million in 2014.

Read full article

Thursday, July 9, 2015

Internet Republica launches, a marketing platform that links advertisers with social media influencers eager to spread their messages

MIAMI, July 8, 2015- Internet Republica ( announces the launch of SocialPubli (, an online marketing platform where social media influencers can become paid brand ambassadors for advertisers in need of their online clout and audience.

The launch, effective in the United States, Latin America and Spain, targets industry leaders with large social media and Internet followings reaching English and Spanish-speaking markets. SocialPubli works as a hub where social media influencers can meet advertisers looking for brand ambassadors to help spread their message, but in their own words.

Internet Republica says SocialPubli offers a twist to online marketing, allowing for more creative and transparent advertising messages. Endorsements from social media influencers will be personal, not crafted or manipulated messages.

Anyone can register their social media profiles, starting with Twitter, in this first phase of SocialPubli's launch. The site will add other social media networks and blogs as it grows with Instagram and Facebook to be added next.

SocialPubli is looking for dominant social media voices in a broad array of categories like technology, sports, food, lifestyle, fashion, film, science, travel – you name it. Influencers will be paid per campaign and based on their audience. To celebrate the launch, all social media influencers who register will receive $50.

SocialPubli is open to all companies, from brand ambassadors to small local businesses. They simply have to log on and set up each campaign, and set their advertising budget, spelling out their goals, market and geographic preferences and as well as brand ambassador requirements. SocialPubli tracks the success of each campaign.

SOURCE Internet Republica

Wednesday, July 8, 2015

Sony Pictures TV Buys $100M Stake In IMS, Ad Partner To Apple, Twitter And More In Latin America

MIAMI, July 8, 2015 /PRNewswire/ --  Sony Pictures Television (SPT) has signed an agreement to acquire a majority stake in IMS Internet Media Services (IMS), one of Latin America's largest ad sales and media buying firms in the digital space.  The agreement was announced today by Andy Kaplan, president of worldwide networks for SPT, and Gaston Taratuta, CEO, Founder and Partner for IMS.  The deal is expected to close in several weeks pending regulatory approval.

"Gaston and his team are experts in the digital space and they have created a fantastic business across Latin America," said Kaplan.  "With the sector growing exponentially and evolving quickly, we're looking forward to working together to grow our collective businesses.  Additionally," Kaplan added, "we will integrate practices and intelligence with our networks and ad sales teams in the region and globally, making this an excellent extension of our current business."

"SPT combines powerful programming with an international infrastructure and a leading leadership team," noted Taratuta. "We look forward to the synergies these will bring to joint initiatives within Latin America and new regions."

IMS is the largest independent digital ad sales company in Latin America and the largest digital media buyer in the region.  Headquartered in Miami, the company also has offices in eleven countries throughout the region.  Current commercial partnerships include Waze, Twitter, LinkedIn, Spotify, Crackle, iAds and Foursquare, among others. Taratuta will continue as CEO; Ignacio Vidaguren as COO; Maren Lau as CMO; and Mariano Roman as CCO, and nosignificant changes to the business are currently planned. 

The digital ad sales outlook for Latin America is poised for double-digit growth over the next five years, in a region where mobile connections already surpass 120% of the population.  According to the IMS Mobile in LatAm study in conjunction with comScore, more than 60 percent of users of mobile apps such as Twitter, LinkedIn, Spotify and Waze consider that these are very important in day-to-day life.

Source: Sony Pictures Television

Tuesday, July 7, 2015

Why Hispanic Teens Are Saving Google+

Google+ has long been the black sheep of the Google family, and the broader social media community for that matter. Even Google itself has acknowledged the network’s shortcomings, as former Googler Chris Messina candidly wrote how both he and Google had fudged up. Chris’s word choice was a bit more colorful. And then there was the departure of Google+ creator, Vic Gundotra, in April 2014 – arguably the most ominous sign for the social network’s future at the time. But while Google+ was undoubtedly mishandled early on, it does still possess promise for brands. 

For starters, Google+ pivoted in March when Google decided to divide its properties into three distinct components: Streams, Photos and Hangouts. This move not only addressed Google+’s main struggle, but also its real purpose: identity

Read full article

Thursday, July 2, 2015

FremantleMedia Looks to re-enforce presence in Latin America, U.S. Latino market

MADRID – Tying down one of the best-known alternative TV hosts in Mexico and the U.S. Latino market, FremantleMedia Latin America (FMLA) has inked a non-exclusive pact with Marco Antonio Regil’s RGL Entertainment to co-develop and jointly produce entertainment, lifestyle and healthy living properties.

FMLA’S development team, headed by Constanza Cagliolo, will lead FremantleMedia’s development, targeting mainstream and niche audiences.

The partnership comes as FremantleMedia, part of leading European network RTL Group, is placing a larger emphasis on emerging markets in general, and Latin America in particular.

Read full article

WPP takes first steps to become the first major international communications services group with a presence in Cuba

WPP, the world’s leading communications services group, has taken the first steps to commence trading operations in Cuba and become the first major international communications services group to conduct business on the island. WPP is looking to deliver all its communications services according to the specifics of the Cuban market and seeks to contribute to the economic development of the island with its global network of agencies. 

Under a contract with the state-owned Palco Group, WPP now has a permanent executive based in Havana who will be backed by an established local support team. This marks the start of the inclusion of the largest island in the Caribbean in the list of 112 countries in which WPP operates.

Since February 2015, WPP has been in contact with a number of Cuban agencies and enterprises with a view to establishing partnership and cooperation agreements for its companies’ lines of business, which include Data Investment Management (formally known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing, among others.

In addition, WPP has maintained contacts with Cuban and international firms operating on the island to provide its services from a local base in the near future.

WPP is working to provide its international clients with strategic counsel on the institutional and economic environment in Cuba, as well as advice and guidance in planning for eventual Cuba market entry and brand visibility on the island nation. In these areas WPP is to deliver its services in collaboration with front-rank local companies, also to promote foreign projection of the products and services generated from Cuba. 

The WPP executive’s offices in Cuba are in the Miramar neighbourhood near the most important business centres in Havana.

This initiative means WPP has taken another step towards consolidating its global leadership, and in particular in Latin American markets where it holds a predominant position in most of the region’s countries. This continues WPP's commitment to developing its strategic networks throughout faster growing markets. The Group collectively generates revenues of US$1.6 billion in Latin America and employs 20,000 people.

Monday, June 29, 2015

Which Watch Brands Spent the Most on Advertising in 2014?

More big spenders are spending more. That’s the situation with watch advertising in the U.S. market. Watch companies here spent an estimated $535.36 million on advertising in 2014, according to Kantar Media, which tracks advertising by brand for a range of products across all media channels. That’s an increase of 8.7 percent over 2103. It’s the first time spending has exceeded the $500 million mark. Five years ago, in the depths of the Great Recession of 2009, spending was $250.30 million, less than half of last year’s amount.

Another measure of the watch ad explosion is the amount required to make the list of Top 25 watch advertisers that we print annually (the latest appears in WatchTime’s July-August 2015 issue). In 2014, a brand had to spend $5.1 million to make the list. (Zenith spent $5.01 million and just missed the cut.) In 2013, $4.66 million got you into the Top 25. In 2012, Casio made it with $3.64 million. You’d only get to #39 with that amount in 2014. All told, 71 brands spent more than $1 million on watch advertising in 2014, up from 60 two years ago.

Read full article

Monday, June 22, 2015

Forecasters Reduce 2015 Outlook: Digital -- Especially Mobile -- Continues To Gain Share

Two of Madison Avenue’s preeminent forecasters -- Interpublic’s Magna Global team and Publicis’ ZenithOptimedia Group’s Head of Forecasting Jonathan Barnard -- have shaved their outlook for the ad economy in 2015.

Magna reduced its outlook for global ad expansion this year by nearly a point and now expects it to grow by 3.9% to $513 billion (down from its previous forecast of a 4.8% expansion), marking a pronounced slowdown from 2014’s 4.9% rate of expansion.

“The nearly one point slowdown in 2015 is largely attributable to the absence of even-year events that generated extra ad spend in 2014,” Magna Director of Global Forecasting Vincent Letang notes in the report released early this morning. After factoring out the incremental effects of events such as the 2014 Winter Olympics Games, the U.S. mid-term elections and the FIFA World Cup tournament, Magna estimates 2015’s ad economy would be essentially flat with 2014.

Read full article

Tuesday, June 16, 2015

Miami Vice: Millennial Whisperer Looks to Grow Its U.S. Hispanic Audience

Vice is taking its talents to South Beach.

The publisher is opening up a Miami bureau to produce more articles and videos aimed at the growing number of young Hispanic people in the U.S. The bureau will also serve as the hub for pulling in content from Vice's offices in Brazil, Colombia and Mexico.

"We noticed that we have something like 23% of our audience in the U.S. that already is a U.S. Hispanic audience. So we have big audience there. But we were probably relying a little bit too much on our international bureaus, and we weren't utilizing the creative pool and creative talent in the U.S. to generate that content as much as we should have," said Vice's president Andrew Creighton.

Read full article

Sunday, June 14, 2015

Which Form of Digital Advertising is the Most Effective?

Digital advertising has been blacklisted.

Everyone is so fixated on content marketing, and organic search that even uttering the words ‘let’s pay for some traffic’ have become awkwardly pushed to the side.

But don’t be fooled.

Even the most successful ‘content marketers’ are still using digital advertising tactics to get their content found. They might just not tell you about it – because it contradicts their methodology.

Read full article

Wednesday, June 10, 2015

Latin America cloud analytics market is estimated to reach $688.5 million by 2019

Latin America cloud analytics market report defines and segments the cloud analytics market in Latin America with analysis and forecast of revenue. This market is estimated to grow from $174.8 million in 2014 to $688.5 million in 2019, at a CAGR of 31.5% from 2014 to 2019.

Key players in the Latin America Cloud Analytics Market include IBM, SAS Inc., SAP Software, and Oracle.

Friday, June 5, 2015

Facebook Lite app launched to tap emerging markets

Facebook has launched a stripped-down version of its app aimed at the huge potential user base in emerging markets.

The social media giant confirmed to CNBC that it was testing the Android app in January, and was now rolling it out across countries in Asia, followed by parts of Latin America, Africa and Europe.

Facebook Lite takes less than 1 megabyte of storage space on a phone -- substantially less than the standard app, which uses up around 25MB of storage.

Read full article

Monday, June 1, 2015

Hispanics Make Social a Crucial Part of Digital Lives

While social networking’s popularity extends across ethnicities, conventional wisdom is correct in saying it is particularly important for US Hispanics. It’s not that they overindex as users of social networks across the board, but rather that social networking plays a distinct role in their digital activity, according to a new eMarketer report, “US Hispanics: What’s True, What’s Not True and What’s Sort of True in 2015.” 

eMarketer estimates that 76.6% of US Hispanic internet users will access social networks at least monthly this year, vs. 69.4% of all US internet users. When one factors in the below-average internet penetration among Hispanics, however, this disparity mostly disappears when calculated as percentages of population, at 56.5% vs. 56.1%. 

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Monday, May 25, 2015

Hispanic Media: Fact Sheet 2015

At 54 million in 2013, Hispanics account for 17% of the U.S. population and are responsible for half the nation’s growth between 2000 and 2012. Much of this growth since 2000 has come from the births of Hispanics in the U.S. rather than the arrival of new immigrants. As a result, English use among Hispanic adults is on the rise. Today, about six-in-ten U.S. adult Hispanics (62%) speak English or are bilingual.

One question this raises for the news media is to what degree this population turns to outlets dedicated to coverage – in both Spanish and English – presented through a Hispanic lens. Audiences for news programs on Univision, the largest Spanish-language media company in the U.S, were down in 2014 compared with 2013 both at national and local levels, as was circulation among Spanish-language daily newspapers. However, the news audience at Telemundo, the smaller Hispanic television network, grew in 2014. Newer, English-language players such as Fusion, Latin Post and the now defunct Voxxi are also emerging. It is still unclear, though, to what extent they will gain a foothold with their target audience: younger, English-speaking Hispanics.

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U.S. Hispanics - 8 Things All Marketers Should Know

American demographics have shifted in the last 15 years, with growth in the U.S. population being led by Hispanics Millennials. By sheer size and upward mobility, Hispanics are influencing the American mainstream through pop culture, music, fashion, sports and politics. That influence is only just starting to translate into media and marketing attention, with Multiculturalism declared the new mainstream. 

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Thursday, December 18, 2014

Why Brands Need To Understand The Nuanced Differences In The Hispanic Market

Today, the Hispanic market represents 17% of the U.S. population (54 million people). By 2042, multicultural America becomes the population majority. The online Hispanic population—internet-savvy (i)Hispanics—is already more than 41 million strong, consisting of 90% Internet penetration from English-dominant Hispanics, 82% from Bilingual Hispanics, and 63% from Spanish-dominant Hispanics (Pew Hispanic). Yet only about 5% of Hispanic advertising goes to digital even though Hispanics are online at scale and over-index on many digital behaviors. 

For example, some 93% of Hispanics use a mobile phone regularly and index about 10% higher than the general population for smartphone ownership. Hispanic mobile users also over-index on use of social networks on their mobile devices.

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Lucio Grimaldi, current Managing Director LATAM, has been promoted to Managing Director of the Americas, as of January 1st, 2015

Lucio has successfully led the LATAM team for the last two years, achieving major growth in our business while significantly expanding the Publicitas LATAM OOH, TV and digital capabilities. Lucio has also been instrumental in winning several new global media representation contracts with premium media owners.  
In this new role he will be responsible for extending the company's sales and marketing operations across the Americas, together with Bruce Brandfon, MD US, and Wayne St. John, MD Canada. Besides business development, especially in the growing Latin American market, further diversifying Publicitas' media portfolio and expanding digital capabilities will be a core focus.

Source: Publicitas

Saturday, December 6, 2014

Marketing to U.S. Hispanics on Facebook: Mobile, Culture and Discovery

With the Hispanic population becoming more and more of a force in the U.S., Facebook tapped media, content and technology research specialists Ipsos MediaCT for a closer look at how U.S. Hispanics communicate and consume media.

Findings by Ipsos MediaCT included:

71 percent of U.S. Hispanics use Facebook to connect with friends and family every day.

48 percent of U.S. Hispanics’ Facebook friends are family members, compared with 36 percent for the overall population.

60 percent of U.S. Hispanics use Facebook Messenger to communicate with friends and family outside of the U.S.

79 percent access the Internet via mobile devices.

When compared with the study’s total sample of African Americans, Asian Americans and U.S. Hispanics, the latter spends 27 percent more time per week online via smartphones.

74 percent of U.S. Hispanics use mobile devices while watching television, compared with 66 percent of the overall study group.

Video ads capture the interest of 56 percent of U.S. Hispanics, particularly bilingual and Spanish-dominant respondents.

News Feed ads capture the interest of 50 percent of U.S. Hispanics.

U.S. Hispanic females and bilingual U.S. Hispanics are more inclined to connect with and share content from brands, with 40 percent sharing advertising content.

49 percent of bilingual U.S. Hispanics see Facebook as a place for sharing information about media and brands.

80 percent of U.S. Hispanics prefer ads that incorporate Spanish messaging.

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Wednesday, December 3, 2014

Adroit Digital Study Reveals Hispanic Online Shopping Insights to Help Advertisers Fine-Tune Holiday Campaigns for the Peak Shopping Season

NEW YORK, NY, Dec 02, 2014 (Marketwired via COMTEX) -- Adroit Digital, which leverages the industry's largest pool of shared shopper data to drive marketing results for global agencies and brands, has released the results of a new survey examining how Hispanic consumers shop online and their attitudes toward digital advertising.

The report looked at which online channels Hispanics use to shop, what motivates them to complete a purchase and how marketers can increase conversion rates for this segment. These fresh insights on Hispanic shoppers will be of value to marketers in the midst of their holiday campaigns.

The Power of Hispanic Shoppers Online: A Snapshot of How Hispanic Americans Purchase Online and Respond to Digital Advertising report indicates that while other data illustrates impressive mobile adoption among Hispanics, 72% of respondents prefer to shop online using a PC, as opposed to a tablet or smartphone. Additionally, 64% of those surveyed said they'll abandon carts when surprised by higher-than-expected fees and shipping costs.

Additional highlights from the study include:

Responses to digital advertising:

--  54% of respondents would be receptive to an online ad after they've visited or purchased from that retailer's site

--  54% of survey participants are more likely to return to a retail site and complete a purchase if they receive an online ad, email, text     message or mobile push notification

--  43% say both online display and TV ads are most likely to influence purchase decisions

Online shopping preferences and habits:

--  74% of respondents said free shipping is the incentive that would
    prompt them to purchase from one retailer over another
--  16% said they don't shop on mobile devices
--  71% of respondents are compelled to hit the "Purchase" or "Submit
    Payment" button if the website and payment process is secure

"The Hispanic population in America has grown by nearly two-thirds since 2000, and Hispanic shoppers currently command $1.3 trillion in spending power, making them a valuable audience for retailers to attract and retain," said Jacob Ross, President of Adroit Digital. "However, there are some anomalies retailers need to keep top of mind when targeting this audience. While Hispanics may be heavy users of mobile, when it comes to online shopping, our research shows the majority, 72%, still prefer their PCs as opposed to a mobile device. Also, as Hispanics increasingly become acculturated, the ability of digital marketers to properly identify and target the Hispanic shopper beyond off-the-shelf, third-party data segments will be crucial."

Download the full report and access Adroit Digital's previous reports here.

About Adroit Digital Adroit Digital unlocks the power of shared data to transform digital advertising programs. Using their collective, commerce-centric data set, powerful analytics and media-buying savvy, Adroit works with leading marketers to curate and execute highly targeted campaigns that enhance brand engagement, attract new customers and deepen loyalty.

SOURCE: Adroit Digital

Monday, November 10, 2014

Culturally Relevant Digital Ads Found More Meaningful to Hispanic Millennials vs. Gen X and Baby Boomers

NEW YORK, Nov. 10, 2014 /PRNewswire/ Terra, in partnership with comScore, announces the results of "Terra's 2014 State of the Hispanic Digital Consumer by comScore"study showcasing that Hispanics continue to outpace general market consumers on most digital fronts, above all in mobile, specifically among the Gen X and Millennial demographic. Now in its fourth installment, this new study reveals heightened Hispanic social media activity in a series of areas including mobile, music and event engagement. The 2014 report polled more than 3,000 consumers on their overall engagement with advertising, the Internet and various digital technologies.

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Culturally Relevant Digital Ads Found More Meaningful to Hispanic Millennials vs. Gen X and Baby Boomers

NEW YORK, Nov. 10, 2014 /PRNewswire/ Terra, in partnership with comScore, announces the results of "Terra's 2014 State of the Hispanic Digital Consumer by comScore"study showcasing that Hispanics continue to outpace general market consumers on most digital fronts, above all in mobile, specifically among the Gen X and Millennial demographic. 

Now in its fourth installment, this new study reveals heightened Hispanic social media activity in a series of areas including mobile, music and event engagement. The 2014 report polled more than 3,000 consumers on their overall engagement with advertising, the Internet and various digital technologies.

Read full article

Monday, November 3, 2014

Publicis Snaps Up Sapient For $3.7B To Build A Digital Media Powerhouse

Global ad giant Publicis is spending big to position itself as the top agency for brands riding the digital wave, after it announced (PDF) a deal that sees it acquire Sapient for $3.7 billion.

Publicis is paying $25.00 per share in an all-cash transaction at a total valuation that is a 44% premium to Nasdaq-listed Sapient’s most recent share price, as of October 31. The deal, which is described as a merger, will see Sapient become a wholly-owned subsidiary of Publicis Groupe.

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SSI Teams with Univision on New Hispanic Market Research Panel

SHELTON, Conn., Nov. 3, 2014 /PRNewswire/ -- Univision Communications Inc., the leading media company serving Hispanic America, and SSI, a leader in data solutions and technology for market researchers, today announced a new partnership to better connect market researchers to the 56 million Hispanic Americans living in the United States.

SSI has built a new digital survey panel with Univision called Que Crees? (What do you think?) to be the premier platform for market researchers to gain broad access to the opinions, beliefs and attitudes of Hispanic Americans.

Hispanic Americans make up more than 17 percent of the U.S. population and spend approximately $1 trillion a year. As one of the fastest growing populations in the U.S., Hispanics represent a major consumer segment that companies need to better understand. 

Univision's trusted brand and unprecedented consumer reach, combined with SSI's experience and reputation among researchers, fundamentally changes the market for Hispanic consumer research.

"As the leading media brand among U.S. Hispanics, we are pleased to partner with SSI to introduce the first robust Hispanic offering in this space," said Rick Alessandri, Executive Vice President, Enterprise Development at Univision Communications. "Hispanics are driving a demographic boom in the U.S. with impact across virtually every sector making it more important than ever to have reliable data to understand this vital consumer group." 

"Hispanics have been underrepresented in the marketplace, both in terms of advertising spend and market research," said Chris Fanning, President and CEO of SSI. "The demand for Hispanic research and insights has always been very strong but, until now, researchers have suffered from a lack of broad access to this important community. Univision has tremendous Hispanic reach and is one of the most respected and trusted brands in the U.S. today. We are very excited about this new alliance and the opportunity to provide marketers with much broader and deeper insights into the U.S. Hispanic community," said Fanning.

SSI takes a unique approach to building and managing panels by operating 62 proprietary panels in 86 sample countries on a single, integrated technology platform worldwide. The Que Crees? panel is built on top of this same technology platform and benefits from the same high quality controls and methodologies of all SSI panels. 

Due to the fact that SSI panels are over 90 percent proprietary, SSI owns the respondent relationship and is constantly optimizing, protecting and growing the panel universe. 

As part of this program, SSI will supply an entire suite of reward options to survey respondents. It developed the panel registration Website and the infrastructure to make the survey-taking experience enjoyable and rewarding. By participating in market research studies, Univision subscribers who sign up through will have the opportunity to shape future products and services targeting the Hispanic marketplace. 

Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching approximately 94% of U.S. Hispanic television households; UniMas, a leading Spanish-language broadcast television network reaching approximately 88% of U.S. Hispanic television households; Univision Cable Networks, including Galavision, the country's leading Spanish-language cable network, as well as Univision tlnovelas, a 24-hour cable network dedicated to novelas, Univision Deportes Network, a 24-hour cable network dedicated to sports, ForoTV, a 24-hour Spanish-language cable network dedicated to news, and an additional suite of cable offerings - De Pelicula, De Pelicula Clasico, Bandamax, Ritmoson and Telehit; Univision Television Group, which owns and/or operates 61 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 67 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; an Interactive network of online and mobile apps and products including UVideos, the first bilingual digital network serving Hispanic America, Uforia, the leading Hispanic digital music service,, the No. 1 most-visited Spanish-language website among U.S. online Hispanics, and Univision Partner Group, a specialized advertising and publisher network. UCI's assets also include a minority stake in El Rey Network, a 24-hour English-language network founded by maverick filmmaker Robert Rodriguez, and a joint venture with Disney/ABC Television Network for Fusion, a news, pop culture and satire TV and digital network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit

SSI is the premier global provider of data solutions and technology for consumer and business-to-business survey research, reaching respondents in 86 countries via Internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 25 offices in 18 countries, offering sample, data collection, CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI's 3,300 employees serve more than 3,000 clients worldwide. Visit SSI at

Que Crees? is a trademark of Survey Sampling International LLC

SOURCE Survey Sampling International 

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