April 22, 2008
Association of Hispanic Advertising Agencies
About Hispanic Marketing - Jackie Bird, chairwoman of the Association of Hispanic Advertising Agencies (AHAA) and president/CEO of Winglatino, stepped down from her association post in the annual transition of leadership to a new executive on Friday. Jose Lopez-Varela, CEO of ADN Communications in Miami will spearhead the efforts of the Hispanic advertising industry during the coming year in his new role as AHAA chairman.
AHAA taps into the expertise of its members and gains fresh perspectives for the association through its committee structure -- marketing communication; membership; research; public policy; creative; and
touchpoint (media) -- developed and implemented Board-approved plans with an overarching emphasis on reaching and influencing corporate America.
Posted by Ahorre at 07:49 AM
February 11, 2008
About US Hispanic Spanish Internet Ad Networks
By Laurel Wentz AdAge.com Published: February 11, 2008
U.S. Hispanics have flocked to the internet, but with few Hispanic online-advertising networks and little Spanish-language search advertising, they're not as easy for advertisers to target as non-Hispanics. Hoping to change that, Hispanic music site Batanga just made the first deal to acquire Latino ad network HispanoClick."We hear [advertisers'] need for a more performance-based vehicle," said Rafael Urbina, Batanga's chairman-CEO. "Their frustrations are that it's very difficult to reach a large enough number of people online, and [there are] limited tools for what we can do ... in behavioral targeting and search."
Half of Hispanics - Working with 800 Spanish-language publishers, HispanoClick reaches 5.6 million U.S. internet users per month, according to ComScore. Combined with Batanga's existing users, the audience will total more than 8 million, about half the number of U.S. Hispanics online.
The general market has seen big deals to buy online-ad networks, like WPP Group's acquisition of 24/7 RealMedia and Yahoo's purchase of Blue Lithium. That could be the next trend in the U.S. Hispanic market, where online ad networks are starting to appear and Hispanic portals are likely to snap them up. Besides HispanoClick, there's Prisma Digital Media, started in November 2007 by Latincube, the Miami-based holding company for digital shop Latin3; and venture capitalist-backed Consorte in San Francisco. Even HispanoClick is barely 2 years old, and the small company was started, oddly enough, in Montreal by a French-Canadian named Marc Duquette and his Dominican-born wife, Ana Maria De La Cruz.
The Search Engine RealityMr. Ferrer said he hopes a combination like that of Batanga with its own online-ad network will enable him to place brand advertising and get more direct-response, performance-oriented results with lower cost-per-thousand viewers and higher reach. No one measures the size of the Hispanic online market, but Mr. Ferrer said the best estimates for 2007 range from $150 million to $200 million. That's mainly display advertising.
"The sad reality is most Hispanics search on general-market search engines, and they search in English," he said. "When we try to buy key words [in Spanish], the general-market agency has already bought them [in English]. When we've done search for our client Century 21, we couldn't even spend the money."
Posted by Ahorre at 10:01 AM
February 01, 2008
Spanish eMail Marketing to US Hispanic Market
Feb 1st Daily News article on email marketing to the US Hispanic Market.
The Hispanic population is more likely to accept e-mail marketing than consumers in other demographic groups. That's the finding from research by Chicago-based Mintel Comperemedia, which reports Hispanics welcome e-mail from companies they know up to 11 times a month. Non-Hispanic consumers will only tolerate that type of e-mail about seven times a month.
"Hispanics tend to spend more time online than the general population, so receiving information and offers through e-mail make sense to them. E-mail fits well into their lives," said Carmen Curran, senior e-mail analyst at Mintel Comperemedia. In 2006, the company found Hispanics spent an average of 9.2 hours online at home each week, nearly 10% more than the 8.5 hours spent by the general population.
One explanation is that the Hispanic population is young, with a median age of about 27. That's nine years younger than the general population. Younger consumers tend to use more Internet-based services and communications such as e-mail.
E-mail marketing can be convenient for both consumers and corporations. However, it's important for consumers to understand the potential risks, and respond to e-mail accordingly, even if it comes from a company they know.
It's more than reasonable to be aware of the risks in cyberspace. Every computer should have good anti-virus and anti-spyware programs that are updated often to protect you from the latest threats. They include ransomware or software that hijacks files, encrypts them and holds them hostage until the owner pays a ransom for a key to unlock them and phishing or bogus e-mail designed to steal personal information.
Most regular Internet users are familiar with phishing, in which con artists use unsolicited e-mail or spam and pop-up messages to trick recipients into releasing personal or financial information. However, someone who receives a lot of e-mail offers may be more likely to accidentally respond to a phishing attack.
Posted by Ahorre at 07:42 AM
About Spanish Online Advertising Networks
Batanga, the leading online media and entertainment company reaching Latinos, announced today its acquisition of HispanoClick. HispanoClick is the premier online Hispanic advertising network, reaching over 5.6 million US unique users per month according to a Batanga proprietary comScore report. The acquisition of the successful ad network demonstrates Batanga's commitment to providing a broad suite of product offerings to fulfill their advertisers' online marketing goals.
HispanoClick will reside under the Batanga, Inc. umbrella. Marc Duquette will continue to serve as General Manager of HispanoClick and Ana Maria De La Cruz, co-founder of HispanoClick, will continue as Vice President of Business Development based out of Batanga's headquarters in Miami, Florida.
Posted by Ahorre at 07:37 AM
December 11, 2007
About Internet Advertising Sales Forecast Report
Hispanic Market - Advertising sales forecast has just been released by ZenithOptimedia and once again the Internet comes out smelling like a rose while some traditional forms of media, especially newspapers, simply come out smelling. The Center for Media Research posted
details from the report today and noted "The forecasts for internet advertising have been revised upwards. The report now forecasts 29.9% growth this year (up from 28.6% forecast three months ago) and 85% growth between 2006 and 2009 (up from 82%). Online video and local search are the new, fast-growing segments, but display, classified and the rest of search are still growing rapidly as well. Internet advertising is expected to account for 9.5% of all expenditure in 2009, fractionally up from the 9.4% forecast three months ago.
The outlook for TV is also very good with that medium's 2008 market share expected to rise to an all-time record high of 38.2%. Print media will not be so fortunate. The CMR report said "Newspapers are suffering the most from the depredations of the internet, which is better at delivering timely news and is an efficient substitute for newspaper classifieds. The study expects newspapers' share of world ad expenditure to fall from 29.0% in 2006 to 26.2% in 2009.
Posted by Ahorre at 02:38 PM
December 07, 2007
Automotive Real Estate Recruiting Internet Advertising Money
The "Big Three" classified advertising categories -- automotive, recruitment and real estate -- are expected to have a 37.7 percent share of all online ad spending in 2008, and to have an 18.3 percent share of total ad spending, a research and consulting company reported today.
Borrell Associates, in a 2008 forecast report released today, also expects real estate to have an 8.7 percent share of the total online advertising market in 2008, and a 4 percent share of all advertising.
About 23.5 percent of the anticipated $12.3 billion real estate ad spend in 2008 will be spent online, compared to 48.9 percent of recruitment ad spending and 9.4 percent of automotive ad spending.
And the total spend on online real estate advertising is expected to grow 12 percent in 2008 compared to 2007.
Total spending on local online advertising is expected to rise 48 percent in 2008, to a total of $12.6 billion, according to Borrell's "2008 Outlook: Local Online Advertising" report.
Local online advertising is expected to total $8.5 billion this year, up from $6 billion in 2006, $4.6 billion in 2005, and $2.8 billion in 2004.
Local-search advertising is expected to more than double in 2008, to $5 billion, with locally placed online video tripling to about $1.3 billion.
Locally owned real estate businesses are projected to spend about $3.5 billion on all advertising types this year, with about $702 million of that amount, or 20 percent, going to online ads.
Real estate services companies are projected to spend $8 billion on advertising in 2012, with about $3.3 billion, or 40.9 percent of this total, spent on online ads, according to a table in the report.
That would represent a 41.2 percent increase from the projected 2007 real estate ad-spending level.
Credit and mortgage services companies are expected to spend about $24.2 billion on all ad types in 2012, with $2.9 billion, or 12.1 percent, devoted to online ads. And financial services companies are expected to spend $6.4 billion on all advertising in 2012, with $952 million, or 14.8 percent, going to online ads.
Pure-play Internet companies are projected to account for about 43.7 percent of local online ad revenue this year, with newspapers taking in 33.4 percent, directories accounting for 10.1 percent and broadcast television pulling in 9.3 percent. Magazines, other print publications and radio have a small share of the pie.
"We ... expect that 2008 will bring more announcements about network affiliations between the pure-play Internet companies like AOL, Yahoo and others as these larger sites hit a wall in national sales," the report states.
"This trend began more than a year ago when Yahoo and Google started forming relationships with newspaper companies and television stations to drive both national and local online sales. Formerly sworn enemies are seeing the wisdom of combining their strengths to increase revenues for both sides."
Local advertisers, according to the Borrell report, "are becoming less willing to purchase mass advertising on the Internet and are much more inclined to try paid search and video advertising formats," and, "The decade-long era in which the banner ad ruled the Web appears to be drawing to a close."
Twice as much online video advertising will be placed locally compared to nationally, the report states, and "newspaper companies are at the forefront of online video sales."
Online banner advertising is forecast to slow to single-digit growth in 2008 as video and paid-search ads gain steam, according to the report.
Posted by Ahorre at 08:31 PM
May 26, 2007
nteractive Food & Beverage Marketing
U.S. Hispanic Marketing - The report -- "Interactive Food & Beverage Marketing: Targeting Children and Youth in the Digital Age" -- documents in vivid detail how major food, soft drink and fast food brands are deploying a panoply of new techniques -- including cell phones, instant messaging, video games, user-generated video, and three-dimensional virtual worlds -- to target children and adolescents, often under the radar of parents. The report also reveals a range of new digital strategies these marketers have devised for targeting multicultural youth, including African Americans and Hispanics.
Among the many digital marketing examples cited in the 98-page report are the following:
-- To "create a compelling way to connect with the younger demographic," 600 McDonald's restaurants in California launched a mobile marketing campaign, urging young cell phone users to text-message to a special phone number to receive an instant electronic coupon for a free McFlurry dessert.
-- Coca-Cola's "My Coke Rewards" program offers special codes in its products that enable young people to access a website, where they can earn such rewards as downloadable ring tones and "amazing sports and entertainment experiences." This technique is part of a strategy for behavioral profiling, where marketers compile a detailed profile of each customer, including demographic data, purchasing behavior, responses to advertising messages, and even the extent and nature of social networks.
-- Food marketers are commercializing online communities by aggressively moving into MySpace and other social networking sites. One technique is to create "branded profiles" that invite children and teens to become "friends" with popular spokescharacters. "Welcome to the King's Court," beckons the Burger King MySpace profile. "The virtual home of the Burger King. He's giving away free episodes of the Fox shows '24,' 'Pinks,' and 'First Friend.'"
-- Wendy's placed several "commercials masquerading as videos" on YouTube, specifically designed to attract "young consumers." In one viral video, "Molly Grows Up" -- which generated more than 300,000 views -- a young girl is shown ordering "her first 99-cent Junior Bacon cheeseburger and Frosty."
-- The Mars candy company enlisted the musical group Black Eyed Peas to make a series of "webisodes" called "Instant Def," in order to promote Snickers bars to teens, an example of brand-saturated environments that weave products seamlessly into interactive entertainment content.
"Digital technologies are fundamentally transforming how food an beverage companies do business with children and adolescents in the twenty-first century," explained American University professor and report co-author Kathryn Montgomery, Ph.D. "We urge the Federal Trade Commission to include the full range of new media strategies identified in this report in its investigation of contemporary food marketing practices." Added Jeff Chester, executive director of the Center for Digital Democracy (CDD) and the report's other co-author: "As this digital marketing system moves swiftly into place, we have a relatively brief period to establish policies and marketing standards that could help prevent today's young people -- and future generations -- from suffering the serious health consequences of poor nutrition."
Posted by Ahorre at 06:32 PM
February 03, 2007
The Future of Advertising and Marketing Programs
Fundamental changes in the way marketing programs are planned, created and executed are expected in 2007, according to the Association of National Advertisers ANA.
Here are ten ways the marketing landscape is likely to be transformed, as predicted by the ANA’s leadership team:
1 - Consumer in Control: Marketers will abandon their historic ‘command and control’ model of brand building in favor of a truly interactive dialogue with consumers. Recognizing that consumers now have the power to control how, when and where they interact with advertisers, brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.
2 - New Agenda for Agencies: Agencies will be turned on their heads, with their efforts increasingly tied to client brand performance. Marketers will expect them to integrate strategic brand management, creativity and innovative media management – and to deliver big, game-changing ideas.
3 - Hail to the Chief: The chief marketing officer will rise in stature as a C-suite player, not only serving as chief brand architect and marketing discipline integrator, but also as the enterprise’s business system innovator, organizational teacher/ motivator and, most importantly, chief revenue builder.
4 - Unconventional Outreach: Marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise. With the use of the internet, mobile and other new media forms, combined with the innovative use of traditional media, marketers will find ways to reach and engage reluctant consumers and customers.
5 - Media Buying Metamorphosis: Media buying and selling will be transformed. The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.
6 - Let the Fighting End: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs. Marketers will increasingly embrace their role in helping to advance national priorities in such areas as diversity, education and health – proactively addressing such societal ills as illegal drug usage, obesity, underage smoking, alcohol abuse and others.
7 - Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention, providing better professional education and skill-building, with a focus on enhancing creativity, strategic alignment and, ultimately, brand stewardship.
8 - Research Renewal: Research will become the next frontier in the accountability equation. Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals. Marketers will be especially vocal in their desire for granular, brand-specific commercial ratings.
9 - Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.
10 - Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.
For more information at
Posted by Ahorre at 10:08 PM
June 17, 2006
U.S. Advertising Spending
Total U.S. advertising spending is expected to increase 4.9 percent in 2006 to $150.3 billion, according to the full-year forecast released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information.
The first half of 2006 is projected to register a 4.5 percent gain while the second half of the year is expected to advance by 5.3 percent, led by robust levels of political advertising.
“Although our revised forecast is downward, total advertising spending is still on track to achieve respectable, moderate gains during 2006. Performance will be sharply delineated along sector lines with Internet, Spanish Language Media and most forms of television registering above average growth rates while radio and print media lag behind,” said Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligence.
Posted by Ahorre at 10:40 PM
June 16, 2006
American Internet Users
In March, the Pew Internet and American Life Project published a report that found more than 50 million Americans per day in 2005 used the Web as their primary news source.
Posted by Ahorre at 12:35 AM
June 15, 2006
Fox Sports En Español Ad Sales
Los Angeles, CA--(HISPANIC PR WIRE)--June 14, 2006--Determined to capture a greater share of Hispanic advertising dollars during what the network has proclaimed as the year of the Fox, Fox Sports en Español today announced the addition of Eugenio Ramírez as advertising sales account executive for the Southeast Region. Based in Coral Gables, Florida, Ramírez will be responsible for further developing the network’s already strong base of advertising agency and client relationships in the region, as well as for creating integrated sales and sponsorship opportunities across Fox Sports en Español’s multiple programming, print, wireless, online and mobile content distribution platforms. He will report to Tom Maney, senior vice president of advertising sales for Fox Sports en Español.
“This year is already shaping up to be one of one of our strongest sales years to date,” said Maney. “Coming off our sixth upfront presentation in New York a few weeks ago, we’ve generated significant interest from returning and new advertisers that look to Fox Sports en Español as the best way to reach the coveted 18-49 Hispanic male demographic year-round. We’re tremendously energized to have Eugenio on board and look forward to capturing greater commitments from advertising agencies and clients in the region.”
An accomplished account management executive with more than ten years of experience in advertising sales, marketing, and international business development, Ramirez joins Fox Sports en Español from Ole Communications where he was regional sales manager overseeing sales efforts on behalf of A&E and The History Channel Latin America. He previously served as vice president of sales at Global Plateau, as well as held sales account executive positions with The Weather Channel Latin America and Ideas Publishing Group.
About Fox Sports en Español
Fox Sports en Español features more than 1,500 hours of live, exclusive sports programming in Spanish and, with few exceptions, English SAP each year, including the Copa Toyota Libertadores, Copa Nissan Sudamericana, InterLiga and the FIFA Club World Cup soccer tournaments; the Major League Baseball playoffs, All-Star Game and World Series; and Championship boxing from Mexico and the U.S. The channel reaches more than 7 million cable and satellite households in the U.S.
Posted by Ahorre at 07:04 AM
February 02, 2006
Video Game Product Placement
By Reena Jana - Is That a Video Game -- or an Ad? Marketers and game makers alike are latching onto in-game product placements and advertising. Is it an intrusion or another creative element?
The Sims 2 Open for Business, the expansion pack in the popular Sims franchise that hits stores in March, allows players to launch virtual restaurants, stores, and other entrepreneurial ventures. But, oddly enough, they won't be able to interact with true-to-life financial services companies, or see any on-screen versions of objects, food, or clothing representing recognizable brands. Although the game's publisher, Electronic Arts (ERTS), considered product placements and even wrote some into early storylines, the game's ad and design staffs decided against it.
EA's decision to avoid real-world brands in The Sims 2 Open for Business is just one example of how leading developers are balancing the sometimes conflicting interests of in-game ads and product placement vs. game design.
Posted by Ahorre at 06:22 AM
September 30, 2005
Livedoor Acquires Click Diario Spanish Online Advertising
Livedoor Acquires Click Diario - Creates Hispanic Online Marketing Leader
PRNewswire -- Livedoor Co., Ltd. ( www.livedoor.com ) today announced the successful completion of its acquisition of ClickDiario.com Network (www.clickdiario.com ), the fastest-growing Internet advertising network in the Spanish-speaking world.
ADVERTISEMENT - ClickDiario's proprietary network consists of over 30 vertical websites which are visited by over 45 million unique users per month. The company's main websites include portals such as Deportes.com (Sports), Salud.com (Health), Mujer.com (Women), Mascotas.com (Pets), Boletines.com (Newsletters), Dietas.com (Diets), and Tarjetas.com (Greeting Cards), among others.
ComScore Media Metrix ranked ClickDiario Network the fastest-growing Hispanic network in April 2005, and the company ranks in the top 10 most popular advertising networks focused on the Spanish-language Internet market. ClickDiario has over 200 clients including several Fortune 500 companies.
"The acquisition of ClickDiario strengthens our international presence and is a clear example of Livedoor's ability to deploy on our strategy of being a leader in technology and media services worldwide," said Noriaki Okubo, Executive Vice President of Livedoor.
"A combination with Livedoor brings substantial momentum to our fast- growing business," said Matias de Tezanos, CEO of ClickDiario. "Our client base will benefit from Livedoor's integrated offerings, international reach and financial strength. We look forward to becoming part of the Livedoor team."
About Livedoor Co., Ltd.
Livedoor is one of the largest web portals in the world, as well as the leader in web blogs and web blog search in Japan. Livedoor provides its users with state-of-the-art financial services via its web portal, which include, stock trading, currency exchange, commodities trading as well as Internet prepaid card and Internet payment service. Livedoor is one of the largest ISPs in Japan and recently began providing free wireless Internet to its users in the city of Tokyo. Livedoor is one of the major publishers and distributors of software in Japan. Livedoor is a publicly traded company in the Tokyo Stock Exchange (TSX: 4753 - News), with a current market cap of over USD $4 billion. For more information, visit http://corp.Livedoor.com/en .
About ClickDiario.com Network
ClickDiario.com Network offers an extensive range of online advertising products, from traditional online advertising in various formats to email marketing and results-based marketing. In keeping with its strategy, the company offers services in the areas of Ad Serving, Affiliate Marketing and e- mail marketing. For more information, visit http://www.clickdiario.com .
Contact: Beth Cann, 305-513-0013 Ext. 222, Beth.Cann@livedoorinc.com
Posted by Ahorre at 03:45 PM
September 05, 2005
The Web Will Save the Commercial
By Stephanie Mehta Fortune - The fusion of TV and the Internet is coming. For marketers, this revolution can’t arrive soon enough.
Imagine an evening at home a few years from now. You and your family have staked out your usual spots in front of the TV. Make that TVs. Upstairs your teenager, who has a report due on the history of television, is skimming through whole seasons of comedy shows from the 1950s, all available at the touch of a few buttons on his remote. Your youngster is in the kitchen watching four pennant-race baseball games simultaneously—all on one screen—while pulling down player stats from the web and sending instant messages. You and your spouse are settling in to watch a documentary you read about at lunchtime—thank goodness you were able to use your cellphone to program your set-top box.
If all that seems overwhelming, also keep in mind that none of you is watching any channels, which means marketers can’t easily reach, say, the teen by buying..
Posted by Ahorre at 07:09 PM