Category → Hispanic Marketing
Google Increases Focus On Hispanic Market
Google is accelerating its focus on building out YouTube channels for the Hispanic market through partnerships with independent and traditional media companies, such as Telemundo, and Univision. The consumer segments range from retail to automotive to consumer products to technology.
The project, which began last year, supports five channels, including ClevverTV, Tutele, Nuevon and Werevertumorro. Some of the channels in Spanish have English subtitles.
Media providers have begun to focus on content for bicultural Latinos in hopes of attracting a variety of demographics, including second-and-third generation Hispanics. Lopez said this year he expects the majority of online growth to come from the Latino market. “About 95% of the teen population growth online in the U.S. will be Latino,” said Mark Lopez, head of U.S. Hispanic audience at Google.
Last year, Google created a team led by Lopez to focus on serving the 50 million U.S. Hispanics who have about $1 trillion in spending power; 30 million are online. The focus supports content across desktops, tablets, smartphones, and TVs.
Lopez said Hispanic consumers have become much more tech savvy. About 55% use search engines to research tech-related information and rely on media consumption to make decisions. Online advertising effectively drives 61% of Hispanic tech shoppers to make in-store purchases, for example.
Citing Nielsen numbers, Lopez said this year streaming video should grow 23% on the Web, as well 15% on mobile. Overall, Americans spend more than 33 hours per week watching video across screens, according to Nielson.
While Google could opt into a subscription-based model for Hispanic channels in the future, today the offering remains an “open, ad-supported model,” Lopez said.
http://nglc.biz/2012/02/15/google-increases-focus-on-hispanic-market/
Cosmetics Executive Women agree: Hispanic Consumers must be a Priority
I recently joined Linda Levy, vice president of Merchandise Marketing for Cosmetics and Fragrances at Macy’s and Alexandra Vegas, director of the Multicultural Business Development Organization at Procter & Gamble, at a Cosmetics Executive Women (CEW) event aimed at marketing beauty to the Hispanic consumer. At this New York City gathering of retail, beauty and cosmetic professionals, my fellow panelists and I offered insights and strategies on how to drive sales with Hispanic consumers.
“We really need to get to know this customer,” Levy stated. “This is our biggest opportunity for the next couple of years.” Levy emphasized that communicating with Latinas in Spanish was a key strategy to court this valuable shopper.
At the event, I emphasized how Hispanic women and men over-index in terms of beauty consumption and overall attitudes. A Univision study on Latina beauty shows that 45 percent of Hispanic women believe outer beauty is a reflection of inner beauty, a trait instilled at a young age by beauty-conscious Latina mothers. The study showed that Hispanic women feel outer beauty empowers them and gives them confidence to face the world. Some other key findings of the study include: wearing makeup and looking good is essential to 69 percent of Hispanic women compared with 46 percent of the general population; 81 percent of Hispanic women often use multiple products in a typical day and Latinas often search for natural ingredients vs. 66 percent of the general population; 32 percent of Latinas are also willing to spend more on beauty products and equate brands that are expensive with brands that work vs. 19 percent of the general population. Latinas are most likely to say: “My face has no budget.”
The CEW panel also addressed Latino’s grooming habits, revealing that Hispanic men associate grooming products with personal confidence and attractiveness. They also believe that looking good is a way to get ahead in life and at work.
In fact, Hispanic men spend $8 more per month than non-Hispanic men for hair styling products, moisturizer and fragrances. Other distinguishing factors that set Hispanic men apart, include eyebrow grooming and eye cream use. Additionally, 34 percent of Latinos shower twice a day compared to 16 percent of the general population of men, while 64 percent of Hispanic men say they are “scent seekers” compared to 31 percent if the general population of men.
The study also found that both Hispanic men and women say they feel “invited by a brand” that speaks to them directly. Hispanic consumers are hungry for education and information on the products that fit their specific needs. Retailers that want to court this consumer can do so with Spanish-language advertisements, direct mail and bilingual in-store demonstrations. Beauty imagery and talent should also be reflective of the U.S. Hispanic face.
Macy’s has certainly taken this lead. With more than 800 stores, many located in heavily Hispanic-populated areas, the retailer has made Latinos a priority. That is a smart move as Hispanics represent anywhere from a quarter to half the population in key sales markets.
P&G’s multicultural expert Alexandra Vegas told the CEW audience that at P&G they have found that Latina faces can work across both English- and Spanish-language audiences. To this end, they are now using Eva Mendes as the face of U.S. Pantene, Sofia Vergara for Cover Girl and Jennifer Lopez for Gillette Venus.
Vegas noted: “If brands are serious about marketing to the Hispanic consumer, it has to be a long-term commitment. It should be made part of the early design stage for new products, and be made a priority through each process including in store elements and packaging.”
The points expressed by the panelists during the CEW event and the enthusiasm received by the nearly 300 guests prove that Hispanic consumers have been recognized by manufacturer and retailer alike as a critical engine of growth in the U.S. for decades to come. To read WWD’s coverage on the CEW event, “Speaking the Language of the Latin Consumer”.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33751
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33751
First lady promotes healthy Hispanic foods
First lady Michelle Obama went to Florida Thursday for – what else – some politicking and some more cheerleading for her anti-obesity campaign, this time reaching out to Hispanics with the nation’s largest Hispanic-owned food company.
The first lady herself was a walking advertisement for the benefits of healthy eating, in a business-chic sleeveless black dress with exposed seam detailing.
Appearing at a Latino supermarket in Tampa, Obama praised Goya Foods for helping to promote the Agriculture Department’s new MiPlato, or MyPlate, food-group symbol to help families make healthy choices in their meals. Goya Foods is printing brochures, posters, coupons and cookbooks, and putting the MiPlato icon on some of its products.
Obama said Hispanic families face unique challenges, according to the White House transcript and pool reports. “While one in three kids in America are overweight or obese, we know that in the Hispanic community, it’s nearly two in five,” she said, adding that MiPlato is a how-to guide that any family can use and interpret in a way that is true to their traditions.
Afterwards, she spoke at two Democratic Party fundraising events in Sarasota and Palm Beach. Lots of politicking going on in Florida lately, thanks to the Republican presidential primary on Tuesday.
Advertisers to Latinos: “We Love it When You Speak Spanglish”
By Giovanni Rodriguez (Forbes.com)
In one of the fastest growing markets for media and mobile, what is the new lingua franca?
Wow. Or should I say wepa? The first month of the year is not over, and already we have seen three big indicators that media companies and advertisers are chasing the Latino market, and language is the story. Last week, Fox announced that they will be launching a Spanish-language TV network. This morning, NBC Latino, an English-language operation, announced their launch on Facebook and Twitter. Also this morning is news from Ooyala that it is powering the introduction of cable network NuvoTV — whose audiences prefer English and a little bit of Spanglish — into a range of social and mobile environments.
I say that language is the story in each of these announcements because of an interesting experience I had a few days ago. I was in Pasadena to take part in a panel discussion at Southern California Public Radio and someone in the audience asked why so many media companies were confused about their Spanish language strategy. I replied that media companies are not at all confused but instead are beginning to gain a finer grasp of the Latino population and their preferences for language, content, and engagement. The three announcements throw the situation into sharp relief.
Language
Not long ago, I remember, Fox raised eyebrows when it announced a mostly English-language Web property called Fox News Latino. The news was not just that it was Fox doing this, but the network’s choice of language. But that gave media pundits an opportunity to step back and explain the importance of a demographic — English-preferring Latinos — in the overall mix of Latino media. Until fairly recently, if you heard someone say “Latino media,” you would have assumed she was talking about Spanish-language TV and print. The new assembly of players better reflect how the market has evolved. A piece of news that got less attention last week was Univision’s decision to provide subtitles for some of its telenovelas, a move designed to cater to the many consumers who like Hispanic content but don’t speak Spanish. Many of those consumers are Latino, and there’s no reason not to go after them.
Content
But language preferences are not all that has changed in the world of Latino media. With study after study showing that Latinos out-index most other ethnic groups in social media and smartphone adoption, it’s no wonder that media companies and advertisers are looking at content that better fits on smaller screens. Good case in point is NuvoTV’s Operation: Osmin, which Wikipedia describes as a reality show led by “celebrity fitness trainer Osmin Hernandez, who was part of an elite Cuban military unit but discharged for being clinically insane.” Lots of potential for lively content, right? Right, and a lot of it has been rendered in the form of short-form clips that fans can watch on mobile devices. And yes, the back-and-forth happens mostly in English, but if you’re a fan you’ll be tickled by the occasional use of Spanish andSpanglish.
Engagement
But I’m guessing that content is only part of the experience that makes this and other experiments so compelling to advertisers. NBC Latino provides a place for its fans to share, interact, and engage with a community, not just reporters. And NuvoTV’s entry into the social space enables it to “sell an audience” to advertisers, not just eyeballs, according to Bismarck Lepe, co-founder and president of products at Ooyala. If the three announcements I noted at the top of this article illustrate the complexity of language in the new Latino marketing mix, the overall trend toward social and mobility is where advertisers might find more growth, opportunity and innovation. In the meantime, if you find yourselves trying to engage in these new environments and you don’t really know Spanish, the little you learned in High School may serve you well … as long as you are authentic. The random Spanglish that is spoken there enriches experiences for a growing population for people who might prefer English but like to remind themselves and others where they are from. And isn’t that what social is all about? Claro que si.
http://nglc.biz/2012/01/31/advertisers-to-latinos-we-love-it-when-you-speak-spanglish/
Fox International Channels, RCN TV Group Combine on MundoFox
New Hispanic-Targeted Network Eyes Fall Launch
Fox International Channels and Colombia’s RCN Television Group are pushing toward the launch of a new Spanish-language network this fall.
The joint venture, MundoFox, according to the parties, aspires to bring the sensibilities of the Fox broadcast network to Latino audiences. Officials say MundoFox, which will feature entertainment, sports and news, among other programming formats, is finalizing distribution deals in top Hispanic markets across the country, with an eye toward reaching 75% of U.S. households. RCN is one of the largest producers and exporters of Spanish-language television in the world and operates cable channels throughout the Americas.
MundoFox will represent Fox International Channels’ fourth U.S. service, joining Fox Deportes, Utilisima and NatGeo Mundo. Globally, FIX operates 350 channels in 35 nations.
The fledgling network plans to integrate programming from a variety of sources into its lineup. Colombian broadcaster RCN Television S.A., the creative force behind the original Betty La Fea (Ugly Betty) and El Capo, will be contributing, along with FIC, which has produced weekly dramas combining U.S.-style, character-driven story-telling, plus factual and lifestyle programming.
Fox Deportes will also kick in with its exclusive U.S. Spanish-language rights to the UFC, as well as various soccer tournaments. NTN24, RCN’s international, 24-hour channel will offer Spanish-language news, analysis, opinion, sports and entertainment news programs from a Latin point of view.
The service also plans to tap product from Shine Group, Elisabeth Murdoch’s U.K. production company that owns Reveille in the U.S. and which News Corp. purchased last February. The Biggest Loser, MasterChef, One Born Every Minute, Merlin and The Hour are among its format and programm offerings.
MundoFox also plans to license and commission fare from third-party suppliers.
“Our partnership with RCN is a key step in the launch of MundoFox” said Hernan Lopez, president and CEO of FIC in a statement. announcing the venture. “There is an increasing demand for quality Spanish-language content in the U.S. from both viewers and advertisers. Fox saw similar dynamics in play 25 years ago when it launched the Fox network, and it would be a missed opportunity not to provide an alternative for the 50+ million Latino viewers who currently have limited options in Spanish-language broadcast television. Our partnership with RCN will help us do this and we aim do it in a big way.”
Noted RCN CEO Gabriel Reyes: “RCN has provided the main Hispanic networks in the U.S. with much of their primetime content for over two decades. We now plan to maximize our capabilities and bring an increasing variety of fresh and innovative productions directly to Spanish-speaking viewers. I am certain that Fox is the best partner to make this a successful network.”
360i Report on Hispanic Digital Influencers
Today, we’re launching the first in a series of reports exploring the role social media plays in the lives of Hispanics living in the United States. Reaching and engaging this population has become increasingly important to marketers over the past decade. The growth of this population presents both the promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power – and the challenge of understanding the cultural nuances of a demographic with unique digital behaviors.
» Download 360i’s Report on Hispanic Digital Influencers
Why a POV series?
According to the 2010 US Census, the Hispanic population rose by 15.2 million between 2000 and 2010, , accounting for more than half of the nation’s population increase. Furthermore, in sheer dollar power, Hispanics’ economic influence rose from $212 billion in 1990 to $489 billion in 2000, to $978 billion in 2009, and is estimated to rise to roughly $1.3 trillion in 2014 (Selig Center for Economic Growth, Dec. 2010).
Beyond the amplification of their economic clout, Hispanics are also taking on a more critical role within the digital landscape. Hispanics have long prided themselves on living extremely social lives filled with family and friends; the fluidity of digital media serves as an effortless extension of centuries-old cultural habits.
Currently, there are roughly 32.2 million US Hispanics online, which represents 14 percent of the total online population. This number is expected to increase to 42 million by 2015 (Interactive Advertising Bureau). Hispanics are spending, on average, 16 hours a week browsing the Internet, comparable to the 18 hours spent by the total US online population (Forrester). In the past year alone, the number of Hispanics using social media grew 38 percent versus 16 percent for the general population (comScore). Additionally, higher mobile device penetration enables Hispanics to stay connected on the go, both through traditional text and phone calls, as well as through mobile social media. While utility and information-seeking play a big role in motivating their digital behaviors, social networking and content creation form the centerpiece of Hispanics’ online lives.
Our first report in the series is about Hispanic Digital Influencers – their motivations, passions and behaviors. .Through our research, we identify trends that will help brands craft an outreach strategy to better engage and build relationships with US Hispanics online.
http://nglc.biz/2012/01/21/360i-report-on-hispanic-digital-influencers/
The 7 Hottest Trends in Brazil’s Online Market
The latest studies are showing several key online trends in Brazil that should impact the advertising, media and marketing worlds. Here’s a look at the main ones to watch during 2012 and beyond.
#1 Online Ad Spend in Brazil Broke Records in 2011
According to IAB Brasil, online ad spend in September 2011 was 40% higher than online ad spend in September 2010. It reached a record amount of $141 million reales (US$79 million). It grew more than any other medium in that time period—pay TV was a distant second with 22% growth. Overall, in 2011 online ad spend went up by 25% compared to 2011, taking in 3.1 billion reales (US$1.7 billion). Online broke another record in Brazil in 2011 by taking up 10% of overall ad spend, a huge jump from 2010 in which online only made up 4.3% of total ad spend.
#2 Internet Penetration in Brazil Will Hit 70-80% by 2015
As of the end of 2011, Brazil had around 78.5 million Internet users—37% penetration. However, two different sources are projecting huge increases in the next couple of years. In October 2011, Paulo Bernardo, Brazil’s Communications Minister, predicted that 70% of Brazilian homes will have Internet service by 2015. However, the Comitê Gestor da Internet, an organization with members from the government, the online industry and academia, projects that 80% of Brazilian homes will have Internet access by 2014.
#3 Brazil’s Internet Audience is Becoming Socioeconomically Broader
According to a recent study done by Fecomercio-RJ and Ipsos, many more Brazilians from classes C and D have Internet access and their numbers are steadily growing. In 2007, only 31% of class C members in Brazil had Internet access—but this number jumped to 43% in 2011. And while only 8% of Class D members had Internet access in 2007, by 2011 17% of them had it.
#4 Brazil Still Leads Latam in E-Commerce
Besides accounting for 70% of all Latin American e-commerce sales, the country’s per capita online spend is the highest: $42, followed by both Chile and Argentina, each with $36. The trend continued in 2011. Research firm e-bit projected $18 billion reales (US$10 billion) in 2011 e-commerce sales in Brazil, up 26% from 2010. However, the final numbers could be higher, since Brazilian e-commerce sales on Black Friday 2011 shot up by 88% compared to 2010. And for 2012, the firm forecasts 25% growth in the e-commerce market of Brazil.
#5 By 2015, Brazil Will Be the World’s #4 Online Market
This is according to T-Index 2015, a rating developed to help companies decide in which languages to translate their sites for maximum online sales potential. The T-Index rating is driven by factors like amount of Internet users and GDP.
In 2015, China will be the #1 online market in the world, followed by the United States and Japan. T-Index predicts that Brazil will in the #4 slot after passing Germany. Interestingly enough, in 2011 Brazil passed Germany in terms of its amount of Internet users.
#6 Mobile is the #2 Way for Brazilians to Go Online
According to F/Nazca, 29 million Brazilians access the Internet from mobile devices: 74% use cell phones and the rest use other kinds, such as tablets. So many now do this that mobile devices are the #2 way for Brazilians go online—they’re tied with the LAN Houses (Internet cafes) that many use. In fact, until April 2010 LAN Houses were actually the #1 way for Brazilians to go online. These days, however, most Brazilian Internet users (43.5 million) access the Internet from a home connection.
#7 Many More Brazilians Are Going Online with Tablets
While the F/Nazca study showed that the large majority of Brazilians access the mobile web via cell phones, another recent study by comScore shows different results. Released in December 2011, comScore’s Device Essentials study showed that 39.9% of the non-computer web traffic in Brazil came from tablets. The only other country in Latin America with a similar percentage was Colombia, with tablets making up 38.9% of its non-computer web traffic.
National Latino Broadcasting launches EN VIVO on Sirius XM Radio
National Latino Broadcasting, LLC (NLB) announced that it will launch EN VIVO, a new music channel targeting US Hispanics, this Thursday, January 12th, 2012. The channel, which will be a mix of chart-topping hits and live performances, is part of a two-channel deal with Sirius XM Radio.
EN VIVO, airing on SiriusXM channel 147, promises to be much more than just an outlet for the hottest music. Its varied programming will include: Tu Mañana Live, a bilingual morning talk show; The Mash Up, a mix of today’s hits in Spanish and English chosen by world-renowned DJs; Concierto EN VIVO, where listeners can experience the best concerts from around the world; and Club EN VIVO, live broadcasts from the nation’s hottest clubs.
“We are convinced that EN VIVO will become a favorite for Hispanics and non-Hispanics alike looking for a channel where Latin music is more than a preference; it is a lifestyle. The sheer diversity of genres within this music makes the programming possibilities truly exciting and our partnership with The Latin Recording Academy makes this endeavor unique and unprecedented,” said Nelson Albareda, President and CEO of NLB.
NLB recently entered into an exclusive deal with The Latin Recording Academy, the non-profit organization that annually recognizes excellence in the recorded arts and sciences through the Latin GRAMMYs, the most prestigious award in Latin music, as well as provide educational and outreach programs for the Latin music community. The Latin Recording Academy has granted EN VIVO rights to air daily content related to the Latin GRAMMYs, as well as historical material from its archives. In addition, it will become the official satellite radio partner of the Latin GRAMMY Awards and its related events.
The channel, whose slogan is Donde Nace la Música (Where Music Is Born), will broadcast from its new state-of-the-art facility in Miami and has secured partnerships with studios in New York and Los Angeles. These performance studios will allow live concerts to be broadcast as daily and weekly specials. Additional programming highlights include new music and a live recorded performance per hour, thus fostering fresh and current content. While the channel will cater to the ever-growing Hispanic market in general, its mix of quality music in Spanish and English will widen its appeal.
In April 2011, NLB was selected by Sirius XM Radio to lease two channels on a long-term basis to air on each of the Sirius and XM satellite radio platforms. EN VIVO is the second channel in the media entity’s roster. In May 2011, NLB signed talk show icon Cristina Saralegui to an exclusive contract, and plans to simultaneously launch Cristina Radio.
NLB will offer listeners a wide array of 24/7 programming on a variety of subjects that include news, entertainment, music, and political issues. Its unique platform of relevant and innovative topics will offer SiriusXM listeners inspirational and compelling information daily.
http://nglc.biz/2012/01/11/national-latino-broadcasting-launches-en-vivo-on-sirius-xm-radio/
NBC News Preps Latino-Focused, English-Language Site
By Laura Martinez (Multichannel News). NBC News in early 2012 will launch NBC Latino, an English Hispanic news and lifestyle website.
The site, which is currently live as a Tumblr feed (http://nbclatino.tumblr.com), focuses on English-language information that is relevant to U.S. Hispanics and promises a unique Latino angle on current news.
In addition to current NBC contributors, the site will be home to Hispanic perspectives and opinion pieces. On Wednesday (Dec. 14), the site featured an eclectic mix of topics, from immigration reform and the campaign of Republican presidential candidate Newt Gingrich to a recipe for Cuban eggnog.
According to the site’s “About Us” page, NBC Latino is edited by Chris Pena, a 16-year media veteran who has worked as assistant news director at NBC owned-and-operated station WMAQ in Chicago. Pena, a native of the Dominican Republic, has also worked at Telemundo-owned KTMD in Houston.
Other contributors include Betti Cortina, the former editorial director of Latina magazine; Maria Eugenia Alcon; Nina Terrero and former Fox News Latino producer Adrian Carrasquillo.
NBC Latino is only the latest of a series of websites attempting to tap into the growing demographic of English-speaking Hispanics. Fox News in October 2010 launched Fox Latino and Univision, the king of Spanish-language media, launched its own English-language news Tumblr site at http://univisionnews.tumblr.com/
The goal of the NBCLatino.com is to tell and reflect the Hispanic-American story with authentic voices, and make NBC the brand of choice for Hispanics across mobile, online and TV, a network representative said. The official site launch is planned for early 2012.
“NBC Latino will be able to tap into NBC News’ already vast collection of resources and platforms, including the close network partnership with Telemundo and msnbc.com,” the network said.
http://nglc.biz/2011/12/16/nbc-news-preps-latino-focused-english-language-site/
Prepárate: Marketing to Latinos Major League (Soccer) Style
Last month, we broke down all MLS teams and how they connect with the Hispanic audience. Some teams’ efforts were minimal, but those of other teams were highly effective. Leading the pack was Sporting KC. After reading our post, Sinhue Mendoza, Latino Marketing Manager at Sporting Kansas City Soccer Club, reached out to us to share his thoughts. And, a simple call quickly turned into a highly insightful conversation.
Prepárate (Get ready!)
Fútbol is without doubt the world’s number one sport. But in Latin America, no one loves the sport more than Latinos. However, in the US, fútbol has not quite lifted the masses spirits like in the rest of the world.
Knowing that US Hispanics would be more prone to attend fútbol games because of their family traditions, teams focused on building sales teams to reach out to the Latino audience. What they did not do was build Hispanic marketing and communication teams to best reach these audiences, who in the long run could become brand ambassadors and diehard fans. And where there are diehard fans, there is high flying dinero.