Ahorre Hispanic Business Info Hispanic Marketing

January 31, 2012

Ad Spending Climbs 2012 Digital Hits 2013

Ad Spending Climbs; Digital Hits Plateau? Optimism returns to the media buying industry after it reports impressive growth during the fourth quarter 2011, according to a new STRATA quarterly survey of leading advertising agencies. The industry is confident that business and client spending on advertising will continue to increase in 2012. However, the STRATA Survey noted that Digital advertising was flat during the fourth quarter, but Mobile is building momentum.

STRATA, the system of choice for over 1,000 agencies nationally, found that 81% expect client approach to advertising and marketing to either increase or stay the same. This is up 14% based on the same figures reported third quarter 2011. Adding to this positive economic surge, nearly half of respondents said they project the 1st half of 2012 to be better than the last half of 2011 with increases in business compared to the same time last year. The impact shows 31% of agencies noted they plan on hiring in 2012, which is up 29% over third quarter 2011 and up 28% over the same time last year.

Digital advertising dollars were nearly unchanged during the fourth quarter 2011 compared to the previous quarter. When agencies were asked about client focus, 81% said more than a year ago, which is actually down 4% from the previous quarter. There is also significant confusion around Digital due to the fact that agencies still say clients don't understand the value (54%). On the social front, Facebook continues its dominance in ad campaigns with 89% of agencies planning to utilize the medium for clients (followed by Twitter (39%), YouTube (36%), LinkedIn (21%) and Google Plus (18% - up 28% over 3Q 2011).

Agencies reported Mobile advertising during the fourth quarter 2011 was up 39%. The iPhone remains the top choice as reported by 83% of agencies surveyed, though Android continues to close the gap, up 32% over third quarter 2011 and up 50% over the fourth quarter 2010. Although the iPad is still third for Mobile advertising, 76% do say that with Apple and Amazon continuing to focus on building tablet content, there will be an increase in interest in advertising on the newer medium.

The STRATA Survey reveals that the top medium of choice for clients in the fourth quarter was Spot TV (Broadcast and Cable) as reported by 51% of agencies surveyed. Digital was second at 31%, which is down 9% from third quarter 2011, followed by Spot Radio (8%). Spot TV (Broadcast) continues to be an area of interest as 28% of respondents said that they are more focused on it than a year ago, up 12% over fourth quarter 2010. As for Spot Cable, 26% say they are more focused on it than they were a year ago, which is up 66% over last year.

"The key word for advertisers in 2012 is growth," said John Shelton, CEO/President of STRATA. "Agencies started to reap the benefits of balance sheets turned in their favor during the fourth quarter 2011, brokering a bright early 2012. The STRATA Survey shows that many advertisers are confident that their business and the economy will return to a strong period by midyear. That sentiment, coupled with strong numbers from the political race, provides an overall positive barometer for advertising in 2012."

Client Attraction remains the biggest agency challenge for the second straight quarter according to 37% in the STRATA Survey. Client spending was the next area of concern with 19% reporting, however it is not nearly as much of an issue as it was in the third quarter 2011, with a decrease of 13%. A growing issue identified by 16% of agencies is advertising costs, which is nearly double the amount reported a year ago. Determining ROI is the top issue in measuring campaigns (47%), followed by Merging Digital and Traditional (41%).

Other prominent findings of the STRATA survey:

42% say their 2012 political ad spend will be more than 2010.

46% say that during the political season they will advertise in alternative mediums to avoid competition by politicians (41% will compete with politicians for space).

49% said they project the 1st half of 2012 to be better than the last half of 2011 (46% also see business increasing compared to the same time last year).

4% say that it will be 3-5 years before there is a greater spend in Digital than Traditional media (that's a 50% increase over 3Q 2011); but 38% still feel that shift will not ever happen.

Android is the second most popular mobile advertising choice at 71%; iPad remains third (46%).

For mobile advertising the top option is Display (46%) followed by SMS (25%, but up 61% since 4Q 2010).

44% are somewhat interested in self-service inventory of Digital assets.

Only 4% said they are more focused on Print than they were a year ago.

For more information at http://www.gotostrata.com

Posted by Ahorre at 10:15 AM

January 05, 2012

U.S. Hispanic Marketing Summit 2012

U.S. Hispanic Marketing Summit UPDATES

The US Hispanic Marketing Summit that is scheduled to be held on February 27-29, 2012 in Miami, FL. The forum has come about in response to the US Hispanic buying power reaching $1 Trillion annually and our delegates seeking to create marketing campaigns that address this market to tap into their buying power. Please find attached a copy of the event brochure and a link to the event website that outlines the structure and a list of people who are confirmed to be attending.

Below is a break down of the forum:
• 3 day intensive event: workshops, presentations and case studies
• Delegate demographic exclusive to Executive level: CMO, VP, Director and Heads
• Department demographic: Marketing, Hispanic Marketing, Diversity Marketing, Emerging Markets, Online Marketing and Strategy, Digital Media
• Low delegate (attendee) to vendor ratio (10:1 no less than 5:1)
• Fortune 1000 companies in attendance (Comcast, CNN, NBC Universal, Coors, ESPN, Subway, Arizona Diamondbacks)
• Active buyers seeking solutions

This is just a few of our deliverables that we offer to our partners and by no means is this all that we offer but I just didn’t want to overload you with too much information at once. If you have any further questions or concerns please feel free to contact myself at the number listed below. I will follow up with yourself tomorrow to see if this is something you would like to pursue.

I look forward to discussing in greater detail how you are able to provide solutions to our active buyers who are serious about seeking solutions to their Hispanic Marketing needs.

Best Regards,

Dale Powell
Sponsorship Executive

IQPC, North America 535 5th Avenue, 8th Floor New York, NY 10017
Direct: 212.885.2704 Fax: 212.885.2723
Email: dale.powell@iqpc.com

Posted by Ahorre at 12:08 PM

October 22, 2010

U.S. Foreign Born Native Born Americans

Negocios - The U.S. Census Bureau reports that 36.7 million of the nation's population (12%) were foreign-born, and another 33 million (11%) were native-born with at least one foreign-born parent in 2009, making one in five people either first or second generation U.S. residents.

The second generation were more likely than the foreign born to be better educated and have higher earnings and less likely to be in poverty. In 2009, 59% of the native-born 25 and older with at least one foreign-born parent had some college education and 33% had a bachelor's degree. That compares with 45% of the foreign-born who had some college and 29% who had a bachelor's degree.

“What these data show is that, generally speaking, income and other measures of achievement, such as education, increase between first and second generation,” said Elizabeth M. Grieco, chief of the Census Bureau's Foreign-Born Population Branch. “This suggests that the children of immigrants are continuing to assimiliate over time as they have in past generations.”

Additionally, second generation Americans were less likely than the foreign born to have less than a high school degree; 12 percent of the second generation had less than a high school degree compared with 31 percent of the foreign-born population.

These findings are from the Current Population Survey Annual Social and Economic Supplement's Foreign-Born Population of the United States: 2009, which provides a range of social and economic characteristics for the foreign-born population. This is the only Census Bureau data source that provides profiles of the foreign-born by generation.

Of those 15 years and older who worked full time and year-round, the second generation had higher median earnings ($42,297) in 2008 than the foreign-born population ($32,631). Likewise, the second generation tended to have overall higher earnings; 42 percent of the second generation earned $50,000 or more, compared with 31 percent of the first generation.

The second generation was also slightly less likely to be in poverty (16 percent) than the first generation (18 percent).

The foreign-born population represented 11 percent of the total population in 2000 and 12 percent in 2009, according to the Current Population Survey.

Among the foreign-born:
* More than half were born in Latin America, and almost one-third were born in Mexico.
* Nearly one in three entered the country in 2000 or later.
* More than half were noncitizens (58 percent).
* More were likely to be employed full time (75 percent) than the second-generation (69 percent).

The data from these tables are broken down by nativity, citizenship, year of entry, world region of birth and generation. The data represent the civilian noninstitutionalized population.

To view more information at http://www.census.gov/population/www/socdemo/foreign/cps2009.html

Posted by Ahorre at 11:24 AM

September 15, 2010

AHAA's Annual Conference

Hispanic Marketing - Agencies are being challenged to innovate in response to market pressures and brand demands: retooling, re-energizing, and re-inventing their business enterprise. No longer is it business as usual in the advertising and marketing profession, and as a result, the Association of Hispanic Advertising Agencies (AHAA) has taken action by moving to one annual conference, which will be held October 6-8, 2010 at the Hyatt Regency in Miami. Agency principals, as well as specialists in media, research, account planning and management, and creative will join together to discuss the pressing issues and opportunities facing marketing professionals who specialize in the Hispanic market.

AHAA is inviting advertisers to participate in the industry's forum this year. Sessions featuring the best-in-class chief marketing officers at Fortune 500 companies General Mills and Best Buy will detail their experiences in launching and driving the cultural evolution of their brands. Additionally, conference sessions will feature the latest Hispanic market trends presented by consumer strategists and discussions of the impact of Census 2010.

"No other industry conference or event addresses the unique challenges facing Hispanic-specialized agencies and marketers from every aspect of the business – from cultural insights and account planning, media trends, creative execution, business management, metrics, research trends, and most importantly educating corporate America about the value a Hispanic specialized agency brings to the table," says Gisela Girard, AHAA chairman and president/CEO of Creative Civilization in San Antonio. "The new AHAA annual conference format offers something for every agency discipline and for every level of expertise, whether you are a marketing professional or an advertiser. Our decision to combine our conferences was in part due to being fiscally responsible to our member agencies, associate members and our loyal sponsors. We wanted to offer important professional development opportunities unique to our industry and I am confident we've accomplished that with one dynamic conference."

AHAA conference organizers Jessica Pantanini, COO of San Antonio-based Bromley Communications, and Roberto Orci, president of Los Angeles- based Acento Marketing, have planned interactive panels, presentations, discussions and content designed specifically with each discipline in mind. The new, high-energy format features top-drawer speakers and surprise entertainers that Pantanini believes will kindle a new flame among Hispanic marketing professionals.

"We want to unite agency disciplines and advertisers around issues that are critically important to marketers," Pantanini says. "Our agencies don't operate in silos but are instead delivering integrated ideas and campaigns integral to the success of our clients. It only makes sense that we would bring all of the disciplines together at one conference to interact, and share thoughts and perspectives that will build stronger Hispanic agencies and deliver better results for advertisers."

Registration is now open for the AHAA annual conference themed Natural Selection. By definition, Natural Selection is the process by which certain heritable traits — those that make it more likely for an organism to survive and successfully reproduce become more common in a population over successive generations. "The theme could not be more descriptive of what is occurring in the Hispanic market and our industry today," Pantanini says. "Hispanics are a bigger part of the overall U.S. population: more influential in our society today than ever before. Likewise Hispanic-specialized marketing has grown and evolved to become a key driver for advertiser profit. We are the Natural Selection."

The agenda is now available online at www.ahaa.org. The registration fee includes entry to the Ad Age Hispanic Creative Advertising Awards Gala which closes out the conference on Friday evening. The premier industry awards program honors the most creative Hispanic-targeted advertising across all mediums.

"Every other conference available covers the same old thing over and over again," Pantanini says. "We needed to be different. The AHAA Annual Conference is not about Hispanic marketers talking to each other but takes the content to the next level. For the first time, we are producing a conference with content that will stimulate and challenge marketers and agency professionals alike."

Posted by Ahorre at 07:30 AM

July 25, 2010

CLICROI Hispanic Online Advertising Certified by the State of Connecticut As a Hispanic Owned Small Minority Business Enterprise

CLICROI, LLC, a business specializing in Hispanic Online Advertising and Panel Recruitment, announced today that the company has been certified by the State of Connecticut as a Hispanic Owned Small/Minority Business Enterprise.

CLICROI helps businesses reach their local and global customers online. It specializes in online advertising with a specific focus on the burgeoning Hispanic market in the United States, Canada, Latin America, and Spain. CLICROI designs banner advertising that generates leads and brings more online traffic to clients' websites. In addition, the company helps with online branding in order to increase recognition.

"We go the extra mile to deliver more value to our customers," stated Nelson Merchan, President of CLICROI (pronounced Click, R-O-I). It's so much more than just running ads on multiple websites. We test creative and carefully monitor the ad campaigns seven days a week and can quickly increase the ads depending on their effectiveness or stop them immediately if they are not delivering the expected results.

"Our goal is to focus our ads with laser precision so all the advertising dollars go directly to reach a client’s targeted audience. Our philosophy is to understand our clients’ specific needs in order to provide them with ongoing and long-term value and increased ROI."

When asked about the recent certification, Merchan commented, "I am very grateful for the people who have helped my business prosper. Susan Bysiewicz and Harland Henry from the Office of the Secretary of State were instrumental. They have promoted Business Showcases for Small/Minority Businesses and numerous networking events throughout the State.

"Pam McCormick from the Department of Administrative Services and the Supplier Diversity Program worked closely with us and went out of her way to make sure we achieved our Certification as a Hispanic Owned Small/Minority Business Enterprise.

"I am excited that my business is located in the State of Connecticut and I appreciate what the State does to support entrepreneurs."

CLICROI is located in Danbury, CT. President Nelson Merchan is a member of The Advertisement Club, 212 New York’s Interactive Advertising Club, The Danbury Chamber of Commerce and the National Society of Hispanic MBA’s (NSHMBA). He is also a SCORE Counselor helping individuals and entrepreneurs reach their business objectives.

Nelson Merchan
203-599-1237
clicroi@gmail.com http://www.clicroi.com

Posted by Ahorre at 10:05 PM

July 22, 2010

Hispanic Marketing is NOT Spanish Marketing

Hispanic Marketing is NOT Spanish Marketing By Juan Tornoe

There is a big misconception amongst many in the business world that marketing to Latinos equates doing so in Spanish. Given the fact that out of the 21 Spanish- speaking countries in the world, the United States ranks at a whopping número 2, you can partially understand why corporate America is under such impression.

To make right decisions it is of utmost importance to have access to straightforward facts coming from reliable sources. This fact could not be more critical as when deciding in which language to market to the largest minority in the country.

It saddens me to see that almost every time a company “discovers” that Hispanics could actually be buying from them in larger numbers and decides to make an orchestrated effort to turn them into customers, their trailblazing efforts usually go from, at the very best, a direct translation of their current English ads (be it in print, electronic, radio, or my un-favorite, adding a Spanish voice over to an English TV ad). This approach by itself, is lame, many times counterproductive, and exudes a lack of understanding of the Latino market as well as the willingness to learn more about it.

Posted by Ahorre at 01:35 PM

July 16, 2010

US Hispanic eMail Blast or Male Online Advertising

US Hispanic eMail Blast or Male Online Advertising

Call me: Geoffrey Gonzalez Tel: 203-746-7589

Posted by Ahorre at 12:31 PM

May 11, 2010

U.S. Mothers 2008 Birth Demographics

This report examines the changing demographic characteristics of U.S. mothers by comparing women who gave birth in 2008 with those who gave birth in 1990. It is based on data from the National Center for Health Statistics and the Census Bureau. It also presents results of a nationwide Pew Research Center survey that asked a range of questions about parenthood.

Among the key findings of this report:

* Age: Mothers of newborns are older now than their counterparts were two decades ago. In 1990, teens had a higher share of all births (13%) than did women ages 35 and older (9%). In 2008, the reverse was true -- 10% of births were to teens, compared with 14% to women ages 35 and older. Each race and ethnic group had a higher share of mothers of newborns in 2008 who are ages 35 and older, and a lower share who are teens, than in 1990.

* Marital Status: A record four-in-ten births (41%) were to unmarried women in 2008, including most births to women in their early 20s. In 1990, 28% of births were to unmarried women. The unmarried-mother share of births has increased most sharply for whites and Hispanics, although the highest share is for black women.

* Race and Ethnicity: White women made up 53% of mothers of newborns in 2008, down from 65% in 1990. The share of births to Hispanic women has grown dramatically, to one-in-four.

* Education: Most mothers of newborns (54%) had at least some college education in 2006, an increase from 41% in 1990. Among mothers of newborns who were ages 35 and older, 71% had at least some college education.

* Explaining the Trends: All the trends cited above reflect a complex mix of demographic and behavioral factors. For example, the higher share of college-educated mothers stems both from their rising birth rates and from women's increasing educational attainment. The rise in births to unmarried women reflects both their rising birth rates and the shrinking share of adults who are married.

* Attitudes about Parenthood: When asked why they decided to have their first (or only) child, the overwhelming majority of parents (87%) answer, "The joy of having children." But nearly half (47%) also say, "There wasn't a reason; it just happened."

Overview - The demography of motherhood in the United States has shifted strikingly in the past two decades. Compared with mothers of newborns in 1990, today's mothers of newborns are older and better educated. They are less likely to be white and less likely to be married.

In 1990, there were more births to teenagers than to women ages 35 and older. By 2008, that had reversed -- 14% of births were to older women and 10% were to teens. Births to women ages 35 and older grew 64% between 1990 and 2008, increasing in all major race and ethnic groups.

Another notable change during this period was the rise in births to unmarried women. In 2008, a record 41% of births in the United States were to unmarried women, up from 28% in 1990. The share of births that are non-marital is highest for black women (72%), followed by Hispanics (53%), whites (29%) and Asians (17%), but the increase over the past two decades has been greatest for whites -- the share rose 69%.

Just over half of births (53%) in 2008 were to white women, and a quarter (24%) were to Hispanic women. More than half of the mothers of newborns (54% in 2006) had at least some college education. One-in-four (24% in 2004) was foreign born.

The shift in characteristics of motherhood over the past two decades is linked to a complex mixture of demographic and behavioral changes. This analysis examines and explains these trends using data from the National Center for Health Statistics (NCHS) and the U.S. Census Bureau. A separate section (found in the complete report), based on a Pew Research Center survey, explores the reasons people say they became parents and examines public attitudes about key trends shaping today's birth patterns.

The recasting of American motherhood takes place against a backdrop of relative stability in the total number of births -- 4.3 million in 2008, compared with 4.2 million in 1990. The number had risen each year from 2003 to 2007 before declining by about 66,000; the decrease appears to be linked to the economic downturn.

The nation's birth rate (births per 1,000 women of childbearing age) has declined 20% from 1990. Rates have declined for all major race and ethnic groups. The birth rate for married women is stable, but it has risen for unmarried women.

Demographic Changes - Population changes are a key factor influencing birth patterns in recent decades. There are fewer women in the prime childbearing years now than in 1990, as the youngest members of the giant Baby Boom generation have aged into their mid-40s. But changes in the race and ethnic makeup of young women -- chiefly, the growth of the Hispanic population, which has higher birth rates than other groups -- have helped keep birth numbers relatively level.

Another influence on births is the nation's growing number of immigrants, who tend to have higher birth rates than the native born (although those rates have declined in recent years). The share of births to foreign-born mothers, 15% of U.S. births in 1990, has grown at least 60% through 2004. Births to foreign-born women in 2004 accounted for the majority of Hispanic (61%) and Asian (83%) births.

According to Pew Research Center population projections, 82% of the nation's population growth through 2050 will be accounted for by immigrants who arrived in the U.S. after 2005 and their descendants, assuming current trends continue. Of the 142 million people added to the population from 2005 to 2050, according to the projections, 50 million will be the children or grandchildren of new immigrants.

Attitudes about Birth Trends - Americans are marrying later in life, or not at all, which has contributed to the growth in births outside marriage. Most Americans say they know at least one woman who had a baby while she was not married, and one man who fathered a child while he was not married, according to a Pew Research Center survey. Americans have softened slightly in their disapproval of unmarried parenthood, but most say it is bad for society.

The survey found that Americans are neutral or approving of two other trends that have an impact on birth patterns. One is the growing number of women ages 40 and older who have babies, a group whose relatively small birth rate has tripled since 1990. The other is the increasing number of women, often those over 30, who undergo fertility treatment in order to have a baby.

When Americans are asked what is the ideal number of children for a family, the most popular answer, according to the survey, is "two" -- as it has been since the 1970s. And, indeed, among women with children at the end of their reproductive years -- ages 40-44 in 2006 -- the largest share (43%) had two. An additional 22% each had one or three children, 8% had four and 4% had five or more.

There are race and ethnic variations in family sizes. Nearly half of Hispanic women ages 40-44 with children (48%) have three or more, compared with 27% of Asian women.

The Pew Research Center survey also asked parents why they decided to have their first child, and for the overwhelming majority, the answer is, "the joy of having children." However, a half century after the Food and Drug Administration approved the sale of birth control pills, nearly half of parents say "there wasn't a reason; it just happened."

Older Mothers - The average age for U.S. mothers who had their first baby in 2008 was 25, a year older than the average first-time mother in 1990. Among all women who had a baby in 2008, the average age is 27, up from 26 in 1990. The prime child-bearing years remain 20-34 -- three-quarters of mothers of newborns are in this age range. Birth rates peak among women in their late 20s.

Since 1990, birth rates have risen for all women ages 30 and older. Although in some cases the number of births is small, the rate increases have been sharpest for women in the oldest age groups -- 47% for women ages 35-39 and 80% for women ages 40-44, for example.

This delay in age of motherhood is associated with delay in age of marriage and with growing educational attainment. The more education a woman has, the later she tends to marry and have children. Birth rates also have risen for the most educated women, those with at least some college education, while being relatively stable for women with less education. These dual factors have worked together to increase the education levels of mothers of newborns.

Fertility Higher Than in Other Developed Nations - Another measure of birth levels is the total fertility rate, or number of children the average woman is predicted to have, based on current age-specific birth rates. That rate for the United States, 2.10 in 20081, is about what it was in 1990. The number is about or slightly below the "replacement rate" that is, the level at which enough children are born to replace their parents in the population -- and has been for most years since the baby bust of the early 1970s.

Compared with Canada, and most nations in Europe and Asia, the U.S. has a higher total fertility rate. Rates such as 1.4 in Austria, Italy and Japan have produced concern about whether those nations will have enough people of working age in the future to support their elderly populations, and whether their total populations could decline in size.

Why are fertility rates somewhat higher in the United States than in other developed nations? Some researchers contend that fertility rates are low in some other developed countries-Italy and Japan, for example-in part because of lack of support for mothers who also hold paid employment. Those countries also have a lower share of births to unmarried women. The religiosity of the U.S. population also has been suggested as a factor, because it is associated with a desire for larger families.

Posted by Ahorre at 12:23 PM

May 09, 2010

Spanish Language Ad Network Online Advertising

Sports - AudienceScience, a targeting technology company driving digital marketing success, announced today that it has acquired Consorte Media, a leading digital marketing company connecting advertisers with Hispanics online. AudienceScience will integrate Consorte Media's Hispanic domain expertise with AudienceScience's leading technology to provide world-class audience targeting to marketers targeting the growing Hispanic audience in the US.

The decision to acquire Consorte Media comes at a time of significant growth in the Hispanic market that has traditionally not been answered by the advertising community. According to a report by Research and Markets titled "Hispanic Purchasing Power: Projections to 2015," income-producing Hispanic households in the United States are expected to represent 13.8 percent of the population by 2015; during the past decade, that rate of growth was more than two times the overall national rate. Additionally, U.S. Hispanic purchasing power was projected to reach as much as $1.3 trillion by 2015, equaling a projected 12 percent of overall U.S. purchasing power. Yet, according to Los Angeles advertising agency Orcí, which surveyed senior marketers at 9,300 companies across the nation, 82 percent of marketers say they have no plans to start or ramp up existing Hispanic marketing efforts.

"The integration of these two leading companies results in a quality offering to address this growing, yet long overlooked market," said Jeff Hirsch, CEO, AudienceScience. "Providing marketers with the ability to accurately target Hispanic consumers enables them to realize significant potential for a robust consumer channel, and incorporates valuable new audience intelligence into the already robust data offerings of The Audience Gateway. We are excited to offer this capability to our partners, and to expand our presence in a dynamic market."

Consorte Media provides advertisers the means to specifically connect with Hispanic consumers online, offering the largest Hispanic media network of premium content sites. Consorte Media is one of the only companies specializing in helping mainstream US advertisers reach the rapidly growing US Hispanic demographic. Consorte Media's foundation of relationships with dozens of advertisers and hundreds of Hispanic-focused publishers will enhance The Audience Gateway's network and add to a variety of Hispanic-focused targeting segments available to all AudienceScience partners.

As a result of this acquisition, Consorte Media employees will become part of the AudienceScience team, and Consorte's San Francisco headquarters will become the newest branch location of AudienceScience. Terms of the deal are not disclosed.

About AudienceScience: AudienceScience technology provides a unique gateway enabling universal access to audiences. This integrated audience platform, The Audience Gateway, drives digital marketing success for quality brand advertisers and premier publishers. Accessing 200 billion data insights into 386 million people worldwide, AudienceScience empowers marketers with the intelligence and control to execute effective global campaigns. Since 2003, AudienceScience has delivered over 50,000 targeted campaigns for clients including American Airlines, Financial Times, Gannett, New York Times Digital, Nikkei.com, SKECHERS, and Wall Street Journal Digital. For more information, please visit www.AudienceScience.com

Posted by Ahorre at 09:50 AM

April 12, 2010

Media Maquiladora Hispanic Marketing Online

Media Maquiladora, which means "media factory," was founded in October by Kent Kirschner and Janine Trainor as a market research and media buying company that focuses on helping advertisers target Hispanic consumers.
The company already employes 14 -- three in Sarasota and 11 in Mexico City -- and expects to log revenues of $2 million this year and twice that within 24 months.

"We're a cross border media agency," said Kirschner, the company's chief executive, who also is the son of former Sarasota City Commissioner Kerry Kirschner and brother of current City Commissioner Kelly Kirschner. "We plan and buy advertising in this county and in Latin America on behalf of our clients."

That means advertisements in newspapers, radio, television, online and even on hand-held mobile devices.

During the better part of the last decade, U.S. Census Bureau data show the Hispanic population in the United States grew by 27 percent to 46 million, while the U.S. population as whole only grew by 7 percent to 299 million.

That rapid growth has not been lost on major advertisers.

General Mills, the giant Minneapolis-based food processing company known for its breakfast cereals, recently announced a 70 percent increase in its Hispanic-targeted media spending in 2009 and plans further increases in 2010.

That announcement, Kirschner said, should create a tipping point in which other major corporations also devote an increasing percentage of their ad dollars to the Hispanic market.

"Our train (Hispanic marketing) is finally leaving the station," says a blog item on Media Maquiladora's Web site. "While many major advertisers have been intelligently investing for a few years now, this is the first time that a company has been so public and so determined in placing a big bet on the overwhelming logic supported by data around the U.S. Hispanic consumer."

Armed with more than a decade of experience selling syndicated content to newspapers in Latin America, Kirschner says he knows the media landscape in the region. And thanks to the abundance of electronic data about where Hispanics get their news and information, he believes his company is well positioned to help advertisers reach target audiences.

But advertisers have to abandon old ways of thinking and adopt a more integregrated approach to advertising in both the U.S. and Latin America, Kirschner says.

"One online publisher in the Dominican Republic gets 20 percent of its traffic from the U.S," Kirschner said. "Its users want to keep up with what is going on in the Dominican Republic. They are bicultural-cultural and want to maintain close ties to home, regardless how long they stay in the U.S."

To reach those consumers in the U.S., companies need to advertise on Web sites in the Dominican Republic.

"We want to provide service wherever an advertiser finds its audience," Kirschner said. "If a company is selling products in the Dominican Republic or selling to Dominicans in the United States, we will figure out the best way to reach those people."

Though only 6 months old, Media Maquiladora has already landed five major clients.

One of them is a Canadian company -- EasyHome Ltd., which leases household furniture, appliances and home electronics on a monthly or weekly basis.

"The company provides living room and dining room sets with unique credit terms and payment plans and have highlighted Hispanics as their primary demographic," Kirschner said. "They are opening stores throughout the United States and we are helping them develop a market-by-market, tactical plan."

That involves researching the origins of Hispanic populations in different states and determining where those people get their news and information.

The market may be 70 percent Puerto Rican or 70 percent Mexican, Kirschner said. Reaching those people depends on figuring out what they watch, what they read and what sites they visit online.

"We provide data specific to a client's needs and make money on how much they spend on advertising," Kirschner said. "We get a percentage of what they spend. If we provide a good service, their sales will get a lift, their brands will get a lift and they will be happy to spend more."

Other Media Maquiladora clients include El Salvador's airline -- TACA -- and the tourism and marketing boards of Mexico City and Cancun.

The tourism boards alone have giant marketing budgets, Kirschner said. Given the problems Mexico has had in recent years with swine flu, hurricanes and drug-related violence, they also have a great need to re-brand the Mexican experience to both U.S. and Canadian tourists.

In this case, online advertising is the key, Kirschner said.

"Travel magazines and cable television are still good branding options," he said. "But more travel planning is taking place online than 10 years ago. In fact, 83 percent of all travellers research their trips online prior to making a purchase, and travel organizations need to place a heavier emphasis on online spending."

Kirschner said good contacts in the industry is what helped Media Maquiladora land such large accounts, and he believes current market conditions are perfect for continued growth of his business.

"The last two or three years have been all about meltdown across the ad industry," Kirschner said.

"Big agencies have had to cut staff and are not able to provide the same service they used to. Clients are looking for a more efficient process."

Kirschner expects to add three to five employees to his Sarasota staff over the next 12 to 24 months.

Posted by Ahorre at 10:17 AM

March 23, 2010

Ad Agency Value Based Compensations Accountability

Ad Agencies Need to Embrace Value-Based Compensation. "Correct Accountability Agency" for better Bottom Line.

Posted by Chris Kuenne - value-based compensation, pay for performance or incentive-based compensation -- by now we all get the premise: Agencies are compensated above their basic costs if they achieve or exceed results as measured by agreed-upon metrics.

How much everyone is embracing the model -- or whether it works -- is less certain.

For the past several years, several marketers and agencies have striven to devise the right framework for value-based compensation. Some consumer-goods companies have publicly touted their participation in such agreements. It's still too early to determine whether any have been a success, but they are clear attempts to create more rational methods of compensating marketing agencies, and a way to focus the client-agency relationship on the highest value-creating initiatives and programs.

The traditional way clients pay agencies is on the basis of an annual relationship, in which the agency and client agree to the coming year's goals, tasks, staffing and hourly rate. That rate is generally called the blended rate, an average of all team members' rates.

The approach is imperfect to say the least, and heightens the chances that all work is treated as a commodity because an agency no longer has the incentive to put its best and most creative brains on the assignment. The potential outcome is that the client winds up with a team depleted of the right kind of senior talent and expertise, and therefore limited in its ability to create the "breakaway" effort that leads to market-share gains.

It is time for agencies to reassert themselves as the brand- and business-building partner they should be. They should be willing to "co-invest" with their clients by putting a portion of their profit at risk because they believe in their creative marketing solutions, and to reverse the commoditization of our industry.

Posted by Ahorre at 10:27 AM

January 15, 2010

Dominios Tarjetas de Credito Domain Names

Los nombres de dominio internacionales TarjetasdeCrédito.com (del IDN) y TarjetadeCrédito.com (CreditCards.com y CreditCard.com en inglés) subirán para la subasta el 22 de enero de 2010 recibido por la industria de dominio élite T.R.A.F.F.I.C. Conferencia en Las Vegas, Nevada, EE.UU..

Wyckoff, NJ (PRWEB) January 15, 2010 -- Los nombres de dominio internacionales TarjetasdeCrédito.com (del IDN) y TarjetadeCrédito.com (CreditCards.com y CreditCard.com en inglés) subirán para la subasta el 22 de enero de 2010 recibido por la industria de dominio élite T.R.A.F.F.I.C. Conferencia en Las Vegas, Nevada, EE.UU..

Un nombre de dominio internacionalizado (IDN) es un nombre de dominio que contiene al menos una letra en la escritura o el alfabeto de un lenguaje específico, como el chino, el ruso, o las lenguas latinas basadas en tildes o acentos, como el español. Con teclados de computador que permitan acceso a los usuarios de un país específico a su alfabeto natal que contiene tildes, los nombres de dominio internacionales han tenido una buena acogida en la Internet. Cuando los primeros nombres de dominio de Internet llegaron a principios de los años 1990, no les permitieron contener cualquier letra como tildes o acentos. Pero esto cambió en el 2003 cuando ICANN (la Corporación de Internet para Asignación de Nombres y Números) primero permitió que nombres de dominio internacionales contengan la lengua correcta en letras específicas dentro de ciertas extensiones de nombre de dominio.

Con tarjetas de crédito y otros productos de tarjeta financieras que son una forma popular de pago en todo el mundo, estos nombres de dominio atraen mucho la atención. Además, los consumidores y negocios en todas partes de Norteamérica, América Latina, y Europa usan cada vez más la Internet como un medio de investigación, evaluación, y de solicitud para tarjetas de crédito, y no digamos la necesidad de tarjetas financieras para el comercio electrónico y compras en línea.

Algunos expertos en Internet Marketing especializados en la optimización en motores de búsqueda ven las palabras claves de nombres de dominio específicos internacionales como TarjetasdeCrédito.com y TarjetadeCrédito.com como un punto de partida muy importante para empresas de servicios serias financieras para atraer clientela creciente de Internet.

Acerca de Latona: Latona's Domain Brokerage & Auction House es un servicio completo de agentes de bolsa para compradores y vendedores de nombres de dominio y un líder de la industria en subastas de nombre de dominio. Por delante de T.R.A.F.F.I.C. Las conferencias de subastas han atraído a Gerentes de marcas en Internet y Directivos que miran el comprar dominios como un aumento de la cuota de mercado de su empresa contra sus competidores. Licitadores certificados de una audiencia viva y aquellos que miran vídeos en vivo en línea y la difusión de audio, compiten entre ellos comprando nombres de dominio. Latona está orgullosa de ser la empresa exclusiva de subasta para los seis T.R.A.F.F.I.C. Conferencias en 2010. Para información adicional, por favor visite www.Latonas.com Para mas información, por favor póngase en contacto:

David Clements
Socio / Presidente
Rick Latona Subasta
Teléfono: +1.678.468.9228
http://www.targetedtraffic.com
David (at) RickLatona.com

Dominios Tarjetas de Credito Domain Names

Posted by Ahorre at 09:38 AM

December 07, 2009

Spanish Baseball Website Advertising Beisbol

According to Scarborough Research, 62% of all U.S. Hispanics are MLB fans, compared to 59% of the total opulation. For this reason, advertisers looking for a low-cost, multi-platform approach to reach the Hispanic audience are responding. Visit 1-800-BEISBOL.COM

Posted by Ahorre at 01:11 PM

December 06, 2009

Sales Dollars Spent Advertising ROI Marketing

U.S. Hispanics - Word of Mouth Marketing Habits via Social Networking Media

With consumers becoming increasingly price conscious in a highly competitive marketplace, maximizing the return on their advertising spend is more important than ever. Ensure ad dollars are allocated to activities that best maximize sales…

Marketing return on investment (ROI) is the amount of sales achieved for every dollar spent on marketing / advertising. In today’s tough economy, measuring this return is vital to ensure that ad dollars are allocated to those activities that best maximize sales. The steps necessary to achieve the greatest return differ across brands, and an evolving tailored strategy is necessary.

Measuring marketing performance at the brand level will ensure that good advertising spend isn’t thrown behind underperforming marketing tactics. Through numerous studies conducted worldwide, Nielsen found that the average short-term ROI (sales within three months of media execution) is 9%.

Room for improvement - When looking at the overall efficiency of marketing strategies in achieving that 9% return, Nielsen discovered that there is room for improvement. Research found that, on average, advertising effectiveness could be increased 30–40%. The only investment necessary to achieve this increase is to take a closer look at how well each media and promotion type worked for each brand.

Eight guiding principles can help marketers maximize ROI.

1. Consider both the short- and long-term sales impact of marketing programs.

An advertising campaign is only effective in building sales if the right marketing tactic is employed. Online campaigns and co-op programs are effective in boosting short-terms sales, while television and PR remain key to ensuring long-term brand loyalty.

2. Choose the right portals and campaigns for online success.

The Internet is a powerful medium that can reach billions of consumers. To capitalize on its reach, you need to understand the percentage of the target market using the web, how they use it and for how long. Then tailor the campaign accordingly.

3. Influence target groups with magazine advertising.

Unlike daily newspapers that have a broad reader base, magazines have a clearly segmented target group. In addition, newspapers are disposable, whereas magazines are read after their published date.

4. Focus on campaigns that create the greatest halo effect.

Marketing initiatives that positively impact the sales of the advertised brand and other brands in the portfolio should be invested in further.

5. Drive brand loyalty with TV advertising.

TV advertising remains the most valuable driver of brand equity due to its effectiveness at building brand awareness and subsequently sales. TV’s residual effect on stimulating sales is greater than any other media.

6. Create synergies across media to produce additional uplift.

Regardless of the media being consumed, a constant brand message must be conveyed tailored to how the consumer interacts with that specific media.

7. Create brand awareness through in-store advertisements.

Excessive discounting and promotion erodes the brand’s equity. Using displays and features are more useful at building long-term incremental sales due to its emphasis on building brand awareness and value.

8. Invest in consumers with premium gift packs.

Although more costly in the short-term, an expensive giveaway can deliver better long-term sales volume because of the perceived value to shoppers.

Marketers have the opportunity to optimize advertising effectiveness by up to 40% by being mindful of how each piece of the marketing mix performs for each brand.

Posted by Ahorre at 08:05 AM

November 17, 2009

Hispanic Market New Client Prospecting

Agencies find new tools to prospect new business - A new survey executed by RSW/US and Second Wind reveals about 65% of marketing firms and agencies surveyed are experiencing much harder conditions for obtaining new business this year than in years past.

The survey dove deeper into the reasons why new business may be taking a blow this year and many cited that there were "fewer opportunities" or that it was "harder to break through to prospects", signaling a need to make the net bigger and the outreach more consistent.

"I found it interesting that another rising source of new business is 'presentations and speaking engagements'," RSW/US President/Owner Mark Sneider said. "This is a tip to agency owners that they should actively use these types of venues to connect with prospects - and use them to elevate their perception of expertise in their space."

Another new business outlet that Sneider notes is on the rise is social media. About 58% of agencies surveyed used LinkedIn for new business prospecting, far and above any other social media outlet. However, only about half of the agencies noted that they have social media tools set up for their own businesses and those who have them do not update them frequently. About 49% of agencies surveyed never used social media to prospect for new business.

"Failure to regularly utilize social media to generate new leads and failure to 'activate' social media by pushing it out to prospects is one thing we expect will change over the next few years, as agencies gain a better understanding of how social media can best be used to win new business," said Sneider.

Posted by Ahorre at 12:24 PM

November 06, 2009

U.S. Hispanic Internet Audience Growth

23 Million Hispanics Online 2009 - U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent. Hispanic Internet Population Reaches Record Number in February 2009

RESTON, VA, April 16, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on the U.S. Hispanic Internet market, finding that the Hispanic online population reached a record 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market. During the past year, the growth of the U.S Hispanic Internet audience outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed, as Hispanic online adoption and engagement accelerated.

Posted by Ahorre at 10:32 AM

Latin America Web Measures ComScore

comScore a leader in measuring the digital world, today announced entry into a definitive agreement for the acquisition of Certifica, a leader in web measurement in Latin America. The acquisition helps enhance comScore’s presence and brand in the rapidly-developing Latin American market and positions the company for further expansion in the region.

Based in Santiago, Chile, Certifica has offices throughout Latin America, including Mexico, Brazil, Argentina, Colombia and Peru. The company was founded in 2000 with the goal of becoming the leading analyst and auditor of Internet traffic measurement and has won the endorsement of the IAB in several Latin American countries to publish cross site statistics on Internet usage. The sites measured by Certifica will be available for inclusion (on an opt-in basis) in comScore’s Media Metrix 360 hybrid measurement solution, which combines panel-based audience measurement data and Web site analytics data to provide a more comprehensive view of activity, beginning in early 2010. The enhanced methodology will account for the full universe of Internet usage, including traffic from Internet cafes and mobile devices.

Under the direction of Alejandro Fosk, founder and former CEO of Certifica and now SVP and General Manager of comScore Latin America, comScore plans to sell and service the full suite of comScore products in the region.

“We are very excited to be joining forces with Certifica. Alejandro and his team have established a strong local presence, a high quality portfolio of services, and an excellent reputation for client service,” said Linda Abraham, comScore CMO and EVP of Global Product Management. “Latin America currently represents 9 percent of the world’s population, and although the Internet penetration there is relatively low compared to some other parts of the world, it is growing at a rapid pace, presenting growth opportunities for many advertisers and publishers. With 57 percent of the population under the age of 25, Latin America also owns the title of ‘the youngest continent’ and represents a sophisticated, engaged and connected Internet user base. This acquisition will strengthen our presence in the region and enable us to offer hybrid measurement as part of our Media Metrix 360 initiative using the same state-of-the-art measurement technologies we use elsewhere in the world. We warmly welcome our Certifica colleagues into the comScore team.”

“comScore is an ideal partner to leverage Certifica’s existing expertise in Latin America and provide the market with a more comprehensive digital measurement platform that will promote the growth of the online advertising market,” said Alejandro Fosk, founder and former CEO of Certifica. “We are excited that Certifica’s clients will have access to comScore’s robust reporting platform, which will enable them to understand the complete digital landscape and lead to new ways to optimize their digital marketing strategies.”

comScore does not expect the acquisition to have a material impact on 2009 financial results.

Latin America Digital Media Industry Voices Support for Acquisition

“At a moment where the Latin American market is experiencing an inflection point far beyond other markets of the world, we are very pleased to see the entrance of comScore sided with a local player such as Certifica. Terra has a local presence in 18 markets in Latam and US Hispanics and understands the importance of ‘glocal’,” said Paulo Castro General Manager of Terra Brazil and former Chairman of IAB Brazil.

“The union of Certifica and comScore is certainly a positive development for the Latin American digital marketplace,” said Nicolas Berman, Marketing Director of MercadoLibre (NASDAQ:MELI). “Bringing together these leading companies to provide Latin America with a unified digital measurement capability will give the industry the comprehensive view of consumer behavior that will facilitate the allocation of marketing and advertising budgets online.”

“The comScore-Certifica merger represents a natural fit in bringing together leaders in panel-based audience measurement data and website analytics data,” said Rodrigo Donoso, Head of Digital Media at El Mercurio Publishing Group, part of GDA. “Their combined offering will give the Latin American marketplace the premier digital measurement platform that will bring us closer to having a true measurement currency in the market.”

“I believe that this alliance represents a big progress for Latin America´s digital industry. For the development of the online advertisement market, it is fundamental to rely on trusted metrics that will allow us to prove our clients the effectiveness of their campaigns, and this is what Certifica and comscore are bringing to the market with this alliance,” said Fernando Campos, General Director of New Media at TV Azteca.

Posted by Ahorre at 09:38 AM

comScore Publishes First Review of Latin American Internet Usage

Average Latin American Internet User Spent 29 Hours Online in June 2007 Data

London, UK, July 25, 2007 – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released the first report on Latin American Internet usage, based on data collected through the comScore World Metrix audience ratings service. The following are the findings from the study of the online behavior of Latin American Internet users age 15 and older, accessing the Internet from either a home or a work computer in June 2007:

* Brazil had the largest online population with 15.8 million users, which is 11 percent of the country’s population over the age of 15. However Chile, with 45 percent of its population online, had the highest Internet penetration.
* The average Latin American Internet user spent 29 hours online during the month – more than the global average of 25 hours.
* Internet users in Argentina were the most active of all users in the region – accessing the Internet an average of 18 days in the month.
* The Brazilian Internet user viewed, on average, 3,371 pages during the month – 40 percent more than the Latin American average of 2,338.

Said Bob Ivins, EVP of comScore International Markets, “Because of it size and rapid development, the Internet industry in Latin America is an exciting region to track and analyze. We have been reporting country-specific browsing data from the comScore panel for a number of years but this is the first time we have compared metrics across the region.”

The most visited Latin American property was Microsoft Sites, which attracted 47.3 million unique visitors, for a reach of 88 percent. Google Sites closely followed as the second most visited property with 46.5 million unique visitors and a reach of 87 percent.

Interestingly, two Internet service providers belonging to European-headquartered telecommunications companies appeared in the Top 10. Terra Networks, part of Spain’s Telefónica Group, was the fourth most visited site with 27.4 million unique visitors. France Telecom was the tenth most visited property, with 13.8 million unique visitors.

Posted by Ahorre at 01:30 AM

August 11, 2009

Allstate Spanish Language Marketing

Hispanic Market Info - Allstate launched its Spanish-language integrated communication and marketing national campaign. The TV commercials, running on Spanish-language networks, are in tune with the tough economic challenges facing consumers today. Created by Lápiz, the Hispanic shop of Chicago-based Leo Burnett, the ads are part of Allstate's ongoing Hispanic marketing efforts that aim to engage and communicate with the fastest-growing segment of the U.S. population.

The company's Hispanic marketing program includes TV and radio advertising, online activations, media integrations, sponsorship of the Mexican National Soccer Team (for the third consecutive year), and sponsorship of television and radio programs including "Premio lo Nuestro" and the Latin Grammy Awards.

The company also has created an interactive Web site dedicated to Allstate's Mexican National Team sponsorship, www.proteccioneslajugada.com. There are TV, radio, print, online, community events and sweepstakes tied to this sponsorship. SMG buys Hispanic media for Allstate.

Posted by Ahorre at 01:19 PM

2009 Que Rica Vida Web General Mills

Hispanic Market Info - General Mills is increasing its Hispanic marketing efforts, mostly through PR efforts, expanding on its Que Rica Vida program. Both campaigns, relaunching within the coming months, focus on grassroots efforts, media relations, and an increase in digital outreach. General Mills Multicultural Marketing Director, Rodolfo Rodriguez will present the keynote speech at Portada’s Third Annual Hispanic Digital and Print Media Conference, NYC, Sept. 24.

Que Rica Vida Web site, General Mills is also bringing on a chef who will focus on healthy recipes for moms and kids.

In addition to the Web site, Qué Rica Vida will be on Facebook, Twitter, YouTube, and Flickr, and Hispania will reach out to bloggers, too. a custom publication launched by General Mills four years ago, is working with public relations company Hispania PR, and expanding on its partnership with Univision, creating more vignettes for last year's spokeswoman Karla Martínez, a host at the network's Wake-Up America program. General Mills will kick off the campaign in mid-September with a contest, encouraging consumers to submit their favorite recipes involving General Mills products. Building on the success the company had with the recipe section of its

Posted by Ahorre at 01:15 PM

Seguros Spanish Hispanic Marketing

Hispanic Market Info - Allstate is honing in on what's most important to Hispanic consumers in its Spanish-language integrated communication and marketing national campaign.

The TV commercials, running on Spanish-language networks, are in tune with the tough economic challenges facing consumers today. Created by Lápiz, the Hispanic shop of Chicago-based Leo Burnett, the spots identify with the resourcefulness of Hispanic consumers and their desire to get the best value in their purchases, including insurance.

"The Hispanic community really values name brands," says Georgina Flores, senior marketing manager for Northbrook, Ill.-based Allstate. "Part of what gives them peace of mind is doing business with a leading company. Allstate's brand is viewed very highly by Hispanics. We want them to understand that in order to save money, you don't have to sacrifice service."

Two spots, "Cobbler" and "Toothpaste," broke in February and were joined by "Load," which broke in early July. A fourth spot, "Job," will break late this year, Flores told Marketing Daily. The spots show consumers stretching their dollars and emphasize that Allstate can save them money. They close with "Are You In Good Hands," the same tagline as English-language efforts.

The ads are part of Allstate's ongoing Hispanic marketing efforts that aim to engage and communicate with the fastest-growing segment of the U.S. population. The company's Hispanic marketing program includes TV and radio advertising, online activations, media integrations, sponsorship of the Mexican National Soccer Team (for the third consecutive year), and sponsorship of television and radio programs including "Premio lo Nuestro" and the Latin Grammy Awards.

Allstate creates communications specifically for Hispanics, Flores says.

"In the general market, the messaging is about how we need to get back to basics -- how everyone has really been living beyond their means," she says. "With Hispanics, they already have been 'back to basics.' It's just the culture and way of life. They're always trying to do more with less."

The company's Spanish-language Web site, www.miallstate.com, provides interactive online tools including the CoberTOUR which seeks to educate about how insurance works, what options exist and offer quote estimates. Consumers can locate one of the more than 3,000 agencies with Spanish-speaking capabilities. The site also contains resources and tips including information on purchasing a car, common insurance terms and processes and a financial calculator.

"We've really stepped up our efforts online," Flores says. "Essentially, in our category, you'll find big brands simply translate their English Web sites to Spanish. Instead, Allstate went to Hispanic consumers to see what they wanted and needed. There's some similar content (to the English-language site) but we set it up in a much more culturally relevant way."

The company also has created an interactive Web site dedicated to Allstate's Mexican National Team sponsorship, www. proteccioneslajugada.com. Featuring Mexican National Team goalie Memo Ochoa, the online destination offers fans and visitors an opportunity to design their own soccer balls, view behind-the-scenes footage from recent TV commercials and create unique soccer chants while fostering an emotional connection between the consumer and the game of soccer. The company has created a complete "surround sound" communications program tied to the sponsorship, including dedicated TV, radio, print, online, community events and a sweepstakes, Flores says.

Posted by Ahorre at 01:10 PM

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 Reality

Mr. 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