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Marketers Desperately Seeking Latina Housewives

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WWW.PORTADA-ONLINE.COM THE LEADING SOURCE ON LATIN MARKETING AND MEDIA MARKETERS DESPERATELY Portada’s 2014 Soccer Marketing SEEKING LATINA Guide! HOUSEWIVES It’s not that Hispanic housewives are desperate, as in the ABC TV show, but rather that marketers and media properties are desperately seeking them. Many digital media start-ups have been betting on reaching and engaging Hispanic women, even more if they are in the sweetspot age bracket of 25-45 years old when they take major purchasing decisions for their households. Daniel Vi- llaroel, Director Multiethnic Marketing at Maybelline New York and Garnier brands emphasizes the importance of digital content tar- geting Hispanic women. “We have fully robust Spanish language web and mobile sites. We utilize a variety of tools at our disposal to reach Latinas digitally that include standard display, branded content and video among other tactics.” “There is a lack of Spanish sites/info for US-based Lati- nos/Hispanics, but more so in the useful/factual information arena. Information people can use in their day-to-day lives,” says Mogul- dom Media Group’s CRO Christian Gonzalez. “Engaging women by generating interesting, current and evergreen topics that cater to varying demographics and their immediate/long term needs is of CHECK OUT the 28 page importance to us,” he adds. Moguldom Media Group recently laun- ched LatinaMadre.com a bicultural site targeting acculturated His- supplement and become a panic moms. Soccer Marketing Expert! Continued on page 3. www.portada-online.com | Q2 2014 | 1 SECOND QUARTER 2014 I YEAR 12 I ISSUE 54 2 | Q2 2014 | www.portada-online.com SEEKING LATINAS MARTHA KRUSE targeted properties across the Americas. In 2012 Ba- Senior Multicultural tanga Media acquired lifestyle publisher Crovat and Marketing Director, Rooms To Go with it several lifestyle web properties such as iMujer. com, lasmanualidades.com, vivirsalud.com and others. “With the acquisition of the lifestyle properties, in addi- tion to our own lifestyle property LolaSabe.com, our strategy became to consolidate the vast volume of women’s lifestyle content into one premier women’s li- festyle destination for Latinas in the United States and When it comes to targeting Latin America,” says Rafael Urbina, CEO of Batanga Hispanic women digitally, no one Media. Each channel on iMujer pays homage to some owns it yet. of the original Crovat sites for each topic. Urbina adds that “iMujer.com became the natural web property for this consolidation.” “DIGITAL MEDIA CAN NOT ONLY BE Demographic Research supports Hispanic media exe- CONSUMED BUT SHARED, TAGGED, PINNED AND COMMENTED ON.” cutives’ eagerness to reach Latinas: Hispanic women are the growth engine of the U.S. female population and Since early 2013, Batanga has been working to are expected to represent 30% of the total female po- consolidate all its efforts under the iMujer brand. Ba- pulation by 2060, while the non-Hispanic white female tanga has an editorial staff that creates over 2,000 pie- population is expected to drop to 43% according to a ces of content on everything from cooking to hobbies, recent Nielsen study. relationships to parenting, beauty to entertainment. Hispanic women oriented content plays a ma- It is focused on creating content specifically for US jor role in the content production of online video start- Hispanic Latinas, in addition to editors creating con- up MiTú. “Women-focused or “female-friendly” content tent for Latin America. While the lifestyle topics and represents 70% of the networks overall reach,” says themes are universal, regional nuances are critical for Doug Greiff, Chief Creative Officer at MiTú. Here he in- relevance and authenticity. cludes Parenting, Beauty and Health related content. Batanga’s goal for 2014, is to continue to crea- Overall, the MiTú network has more than 132,000 vi- te content that is not only relevant to all Latinas, but deos across all these different categories of production. to develop and publish locally relevant content in each The type of Latina oriented video advertising MiTú sells region. According to Urbina, the strategy has been ex- the most is in-stream video advertising, Greiff notes. tremely successful with global daily page views now “We have also been experiencing a healthy uptick in exceeding 3 million a day and on average 20 million demand for branded entertainment,” he adds. unique visitors a month. Advertisers who have built “The offerings to reach out to Hispanic wo- custom content solutions on iMujer.com include Slim- men via digital media have evolved over the last few Fast, Ziplock, Kleenex and Walmart. years by enabling Hispanic women a voice in which to communicate their day-to-day activities as well as im- MAGAZINES, THE CLASSICAL PLATFORM… portant issues that resonate with them locally and glo- Magazines are traditionally an important ve- bally,” says Sergio Carrera, General Manager, U.S and hicle marketers use to target women. Over the last Puerto Rico at Televisa Publishing and Digital. Televisa decade magazine publishers have been transforming publishes several women targeted Hispanic magazines themselves into multimedia brands. Says Madelin and websites. According to Carrera, “Digital media is Bosakewich, Regional Sales Manager at Televisa Pu- not only content that can be consumed by them, but blishing and Digital: “For the last year and a half, Te- also shared, tagged, pinned and commented on with levisa Publishing has made a conscious decision to their friends and family. It also allows them a medium present ourselves as a multi- platform content provi- to create open discussions where their opinions and der in order to reach our consumer in the U.S. and in beliefs are open to the public to be heard; it offers them Latin America. Our content lives via our publications, a voice they may not have had in the past.” the websites, our mobile content and apps plus via Batanga Media is perhaps the digital media company that most heavily has invested in women Continued on page 18. www.portada-online.com | Q2 2014 | 3 ENTERING THE REAL-TIME MARKETING AGE #PortadaLat Latam Advertising and Media Summit JUNE 3-4, MIAMI SPECIAL InterContinental Hotel EARLY BIRD OFFER INCLUDING KEY TOPICS 2 HOTEL > Pay-TV: Will Pay-TV remain a key panregional vehicle to reach the Latin American middle class? NIGHTS! > Sports Marketing: A week before the 2014 Soccer World Cup hear ONLY from leading practitioners about the next big thing. > US$699!!!! Mexico: A top financial services marketer talks about her digital Register here: marketing strategy. What works and what doesn't. > CMO Panel: What major marketers have to say about Latin America http://www.portada-online.com/events/summit/register/ going forward. Advertising and Media? or call: 1-800-397-5322 > Data and Analytics: Is programmatic already shaping of Latin American Marketing and Media. MAJOR MARKETERS > Mercedes Lopez Arratia, Head of Digital Marketing and Premium LATIN Marketing, Banamex ONLINE > Caio del Manto, Brand Planning Lead Latin America / Global Brand VIDEO Strategist, Mondelez International > Annika Blockstrand Regional Media Director,Mondelēz International FORUM KEYNOTE SPEAKER JUNE 3, 2014 MIAMI ANNOUNCED InterContinental Hotel Miami Bronze Sponsor SCOTT DADICH EDITOR-IN-CHIEF, WIRED MAGAZINE FIND OUT HOW EMERGING TECHNOLOGIES WILL 4 | Q2 2014 | www.portada-online.comAFFECT CULTURE, THE ECONOMY AND POLITICS! ENTERING THE REAL-TIME CONTENTS Second Quarter 2014, Year 12, Issue 54 MARKETING AGE #PortadaLat FEATURES 1 DESPERATELY SEEKING LATINA HOUSEWIVES: Pro- 1 perties that reach and engage Hispanic women are going to be the big winners in the U.S. media space to Latam Advertising come. The crucial role of digital contentv.Plus, why no one has successful reached the acculturated Latina yet and what media buyers have to say. and Media Summit 16 INNOVATION AND ENTREPRENEURSHIP: The secrets of Hispanic Business Success for Don Salazar, presi- dent and CEO of Creative Times, Inc. and USHCC Board JUNE 3-4, MIAMI SPECIAL Member. EARLY BIRD SPECIAL SUPPLEMENT-2014 SOCCER MARKETING InterContinental Hotel I GUIDE: All you need to know about the all-important OFFER INCLUDING role of Soccer Marketing to target the Hispanic and KEY TOPICS 2 HOTEL general U.S. population. The upcoming 2014 Soccer > Pay-TV: Will Pay-TV remain a key panregional vehicle to reach the World Cup in Brazil: The 5 most marketable players in NIGHTS! the World, The top media properties, detailed informa- 2014 Soccer Latin American middle class? tion on key sponsorships and much more… > Sports Marketing: A week before the 2014 Soccer World Cup hear ONLY Marketing Guide in partnership with from leading practitioners about the next big thing. US$699!!!! > Mexico: A top financial services marketer talks about her digital and Register here: DATA AND ANALYSIS TO HELP YOU Special marketing strategy. What works and what doesn't. Issue COMPETE IN THE MARKETPLACE Highlights Premium Partners > CMO Panel: What major marketers have to say about Latin America http://www.portada-online.com/events/summit/register/ Penalty Level going forward. Advertising and Media? or call: 1-800-397-5322 : The gist of Thought The World’s 5 > SOUNDING OFF most marketable soccer players, > Data and Analytics: Is programmatic already shaping of Latin Leadership Columns by page III American Marketing and Media. Alain Portmann, Dr. Felipe Korzenny, Marketer Interview: Martin Kogan and Daisy Expósito-Ulla. Panini America’s VP of Marketing Jason Howarth, page VIII (page 8) National
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