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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/

“This incredible initiative is being made possible because of the tremendous sponsorship support we have received from major Hispanic brands, media companies, public relations and advertising agencies who enthusiastically want to meet the bloggers,” said Manny Ruiz, organizer and creative director of Hispanicize 2012, April 10-13, 2012 in Miami, FL.

Hispanicize 2012 sponsors specifically contributing to this initiative include BlackBerry, Walmart, Univision, Clorox, Sprint, RadioShack, UnitedHealthcare, Diageo, Transitions, Visit Orlando, The Axis Agency, Jeffrey Group and Fleishman-Hillard. Several brands who have yet to be publicly recognized as sponsors also supported this initiative.

The 100 full access event passes for bloggers (a $295 value) are available to Latino and multicultural bloggers who have been blogging consistently for at least one year and fill out a short online form (http://bit.ly/yl10we). Qualifying bloggers who have already paid to attend Hispanicize 2012 and meet the criteria will be refunded.

A wide range of blog niches, from parenting to fashion blogs are eligible. A national committee led by advisory board members of Hispanicize 2012 and the Latina Mom Bloggers network will sort through the blogger applications and promptly notify bloggers who qualify.

In the spirit of putting bloggers high on the event’s agenda, bloggers are getting major red carpet treatment this year at Hispanicize 2012 with VIP access to special activities, high-end giveaways and even a Latino Blogger Yacht Party.

About Hispanicize 2012

Now in its third year, Hispanicize 2012 (#HISPZ12) is the annual event focused on Latino trends and trendsetters in social media, entertainment, marketing and media. The event is a partnership of the Hispanic Public Relations Association (HPRA), Hispanicize and the Public Relations Society of America (PRSA).

Hispanicize 2012 brings brands, media, marketers, celebrities, filmmakers, innovators and bloggers together in a unique creative environment focused on ideas and best practices. The conference is a launch pad for creative endeavors, new products, technologies, marketing campaigns, films, books and more targeting Latinos.

Hispanicize 2012 will be held at the gorgeous JW Marriott Marquis Hotel Miami, April 10-13, 2012.

http://www.hispanicprblog.com/upcoming-industry-events/brands-love-blogger.html

“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

The network actually launched digitally on February 5, 2012. They will have various programming covering many different subjects and interests. As someone who fits this demographic I look to forward to learning more about this network and seeing it for myself sometime next year.

http://www.reachhispanic.com/2012/02/07/wilde-media-seeks-to-target-bicultural-hispanics/

Under the direction of Aegis Group’s AgenciaClick Isobar, an artist created a giant outdoor mosaic composed of white beads that react to the sun’s ultra violet rays. http://www.youtube.com/user/niveabrasil ) The mosaic was painted in vivid colors depicting a woman in a bathing suit sunning herself on the sand under a brilliant sun.

During the sunny days the colors are bright, except for white letters that remain entirely white because the artist slathered them with Nivea Sun. The letters spell out the campaign’s tagline “Viva o verao de perto” (Portuguese for “Live the summer up close.”)

At night, without the sun striking the billboard, the entire surface is white. The color returns the next day when the sun rises, except in the letters protected by Nivea Sun.

The billboard, set up along the wide Av. Presidente Vargas boulevard in downtown Rio, will be up until March 3.

Agencia Click also enlisted popular TV presenter Rodrigo Faro, who did a product demonstration posted in a video on his blog in which he holds white beads in each hand, sprays one handful with Nivea Sun, then goes outside by his swimming pool. The unsprayed beads quickly darken, while the others remain pristine white.

http://adage.com/article/global-news/nivea-demos-sun-protection-brazil-a-million-beads/232588/

Walt Disney Co., owner of the ABC broadcast network, is in talks with Univision Communications to create an English-language, 24-hour cable-news channel, according to two people with knowledge of the situation, confirming a report today in The Wall Street Journal.

Walt Disney Co. would oversee advertising sales and distribution for the venture, said the pair, who sought anonymity because an agreement hasn’t been reached. The channel would draw newsgathering resources from ABC News and Univision, the largest U.S. Spanish-language broadcaster, they said.

The discussions have been under way for at least six months and are ongoing, said the people. They added that the channel would be based in Miami and start service before the November presidential election.

A venture would provide Disney , which reports first-quarter results today after markets close, with a cable-news presence, and advance Univision CEO Randy Falco’s goal of building new channels.

Until now Univision has ventured tentatively and with little fanfare into English-language efforts, not wanting to undercut its core message that Hispanics speak Spanish and so advertisers need to buy Univision to reach them. The company has a year-old Tumblr website in English, and sees other opportunities in an English-language news website, expected next month. And closed caption English-language subtitles for the network’s popular telenovelas began this month.

Univision is well aware of changing demographics, as the U.S.-born Hispanic population continues to grow faster than Spanish-dominant immigrants, and more young Hispanics are bilingual or predominantly English speakers. According to Ad Age’s Hispanic Fact Pack, just 16% of Hispanics watch only Spanish-language TV, and 18% view just English-language TV, while the majority — 66% — go back and forth between the two languages.

To cater to that linguistic split, there’s a growing effort to offer language choices. Jennifer Lopez, for instance, is a partner in a new music show called “Que Viva: the Chosen” that debuted in late January in English, Spanish and Portuguese versions for the U.S. and Latin America. A Spanish-language version is running on Univision, and Fox is airing the show in English. Sponsors include BlackBerry, Kohl’s and American Airlines.

Separately, Univision is starting a Spanish-language telenovela network this month onDish Network Corp.’s satellite-TV system. Spanish-language sports and news channels will follow by midyear, according to Monica Talan, a spokeswoman.

While the names behind the English-language news channel are solid, Disney and Univision could face headwinds in getting a new cable outlet picked up by content distributors unless it is significantly differentiated from news outlets currently available. MSNBC, CNN, Fox News, Fox Business, CNBC and Bloomberg are all entrenched on cable lineups. Meantime, many cable and telecommunications distributors are placing more emphasis on using their bandwidth for services that will bring them additional revenue — such as video on demand — rather than open their tiers up for more content, and the subscriber fees that come along with it. Disney owns ESPN, which gives it heft in negotiations with content distributors, but it’s also true that one of the biggest distributors, Comcast, already operates two news channels under its NBC Universal subsidiary.

http://adage.com/article/hispanic-marketing/disney-univision-talk-starting-a-cable-news-channel/232568/

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.

http://content.usatoday.com/communities/entertainment/post/2012/01/first-lady-promotes-healthy-hispanic-foods/1

This will be great for Latino/Hispanic viewers in the United States because this will be new content in Spanish targeting a niche of viewers who are probably tired of the same old telenovelas, movies (which are poorly translated) and sports.  With the combination of Fox’s and RCN’s content, advertisers will also now be able to cater their ads to this new segment of Spanish-speaking viewers.

I am personally excited to see and compare the content of MUNDOFOX with what Univision and Telemundo already have. I think it will be great to have more choices, plus competition is what makes us all successful.

http://www.reachhispanic.com/2012/02/01/fox-making-a-new-move-for-the-hispanic-market/

The consolidation means all Tecate and Tecate Light U.S. advertising — including digital — will be run from south of the border, an unusual arrangement for a brand sold in the U.S. Tecate, a Mexican import, was already an oddity among advertisers for focusing its entire U.S. account on the Hispanic market, particularly Mexican immigrants and Mexican-Americans. However, the brand lately had been testing a limited number of English-language ads.

It is the loss of a key account or Ramona. The agency did not return a call for comment this afternoon. Olabuenaga Chemistri, on the other hand, gains its first foothold in the U.S. market. The agency, based in Mexico City, has experience with several high-profile accounts, including work in Mexico for Bacardi and General Motors, as well as Mexican milk brand Leche Lala.

While Heineken’s push for global synergies drove the move, Tecate considered the creative consequences, said Tecate VP-Marketing Felix Palau. “If we found out there was any risk in switching to a single creative approach coming from Mexico, we [were] not going to conduct [the] move,” Mr. Palau said. “But that was not the case.”

Indeed, Heineken reviewed new proposals from both Olabuenaga Chemistri and Ramona before making the switch, he said. Under the new arrangement, the same Spanish-language ads will air in Mexico and the U.S. But Olabuenaga Chemistri will also create English language ads to air in several U.S. markets in the Southwest.

Tecate is the fourth-largest U.S. import behind Corona Extra, Heineken and Modelo Especial, according to 2010 rankings from Beer Marketer’s Insights, the latest available. But the brand has been slipping, with grocery-store sales down 8.38% in the year ending Dec. 25, according to SymphonyIRI, which excludes Walmart Stores and liquor stores. Heineken USA spent $17 million in measured media on Tecate and Tecate Light in the U.S. in 2010, according to Kantar Media.

Ramona has had Tecate since 2007, when it was called Adrenalina and partly owned by MDC Partners. The agency was formed specifically for the Tecate pitch and all three partners at the time had worked with Eduardo Casas, the then-Heineken USA executive leading the review. In 2010, the agency was absorbed by MDC Partners sibling Kirshenbaum Bond Senecal & Partners following the departure of the last of Adrenalina’s three founders, Manuel Wernicky. Adrenalina was renamed Ramona in 2010 when Sandra Alfaro, a management partner and director of account management at Vidal Partnership, was hired as general manager.

Under Ramona, Tecate last year sought to expand from its traditional base of new U.S. immigrants to more acculturated Hispanics by adding humor to its ads.

Going forward, Tecate will keep its “con caracter” tagline, which positions it as the drink for men “with character,” Mr. Palau said. But ads will be tweaked to ensure they work in Mexico and the U.S. For instance, U.S. ads now tend to overtly play up Hispanic notions of character that Mr. Palau said even border on U.S. stereotypes of Hispanic men. “This new campaign and this new creative approach doesn’t necessarily talk about the difference between a Hispanic manifestation of character and a more universal manifestation of character. Now we are talking to a broader base of Hispanics [so] it’s less relevant to say ‘I’m Hispanic.’ The fact that Tecate is a Mexican beer and they will see Hispanic talent in the ads, that’s more than enough.”

The agency switch follows other maneuvers by Amsterdam-based Heineken to seek synergies. In November, the brewer launched a review to consolidate its global media planning and buying under one shop, pitting roster shops Starcom MediaVest of Publicis Groupe and WPP’s Mindshare against each other. Heineken has also streamlined procurement. And last year it appointed independent shop Wieden & Kennedy as global creative agency for its flagship Heineken brand.

Olabuenaga Chemistri is co-owned by Ana Maria Olabuenaga and Jorge Cuchi, who is the chief creative officer. The agency has a partnership with Publicis Groupe that gives it access to some of the company’s resources, including agencies such as Leo Burnett Hispanic shop Lapiz, which is based in Chicago. Olabuenaga Chemistri is said to be considering hiring people from Ramona to help service the account, and might keep some presence in New York.

http://adage.com/article/hispanic-marketing/tecate-consolidates-u-s-advertising-mexican-agency/232450/