Posts
My arrival in Phoenix for the ANA Masters of Marketing Conference started off on the wrong foot for a Hispanic marketer. It was Latin Grammy night and, much to my surprise, my room at the JW Marriot Resort was equipped with a digital television that offered exactly zero Spanish-language options. No Univision. No Latin Grammys. Of course there's always TiVo, YouTube, Twitter and Facebook, but c'mon. No Univision? In Phoenix?
The next morning, Bob Liodice, ANA's CEO, shared the tenets of a new Marketers' Constitution. In doing so, he referenced Point 7, which touched on diversity. Nice. But not new. We all know diversity often makes the list of Corporate America's priorities and then gets filed under Hopeful Resolutions rather than Quantifiable Results. Still, always good to know it's there.
After a few strong but expected presentations from Walmart and others, McDonald's CMO Neil Golden took the stage. In 30 or so minutes, he restored my faith in corporate-kind. In front of an audience of his peers, he made a powerful and pointed presentation in which every single Power Point slide focused sharply on his over-arching premise: "Leading with Ethnic Insights."
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The CEO's Summit Conference and Business Networking
Thursday, November 12, 2009
Mobile Plus Social Equals Opportunity
Social networking is one of the fastest-growing activities among mobile users around the world. And as one of the primary ways mobile users communicate with one another, it is proving a significant driver of Internet usage on mobile devices.
eMarketer predicts the number of mobile users accessing social networks from their mobile devices will reach 607.5 million worldwide by 2013, representing 43% of global mobile Internet users. In the US, mobile social networkers will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population.
“Combining two much-hyped, but still-emerging channels—mobile and social—results in a developing opportunity for marketers,” said Noah Elkin, eMarketer senior analyst and author of the new report, “Mobile Social Networks: Marketing by Location Shows Potential.”
The big three destinations of Facebook, MySpace and Twitter dominate the US mobile social networking space as they do the desktop world.
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eMarketer predicts the number of mobile users accessing social networks from their mobile devices will reach 607.5 million worldwide by 2013, representing 43% of global mobile Internet users. In the US, mobile social networkers will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population.
“Combining two much-hyped, but still-emerging channels—mobile and social—results in a developing opportunity for marketers,” said Noah Elkin, eMarketer senior analyst and author of the new report, “Mobile Social Networks: Marketing by Location Shows Potential.”
The big three destinations of Facebook, MySpace and Twitter dominate the US mobile social networking space as they do the desktop world.
Read full article
Wednesday, November 11, 2009
Citadel Media en Espanol Partners with Terra to Develop Online Brand Extensions for Radio Portfolio
MIAMI, Nov. 10 /PRNewswire-HISPANIC PR WIRE/ -- Terra, a leading original digital content producer with a primary focus on the U.S. Hispanic experience, has partnered with Citadel Media en Espanol to manage the online brand extensions of the network's portfolio of radio products. The first joint initiative is the launch of a new Web site for Maria Marin's radio show, Tu Vida Es Mi Vida. A motivational speaker, author and syndicated columnist, Marin brings her message of Latina empowerment to radio audiences across the country with her program, which is syndicated by Citadel Media en Espanol to 27 affiliates in major Hispanic DMAs such as New York, Los Angeles and Miami.
Beginning with today's launch of www.mariamarinradio.com, Terra will work with Citadel Media to manage all aspects of Maria Marin radio in the digital arena, including editorial programming, advertising sales, user experience and Web design. The cross promotional site will be home to exclusive interviews, photos and discussion boards. In addition, behind-the-scenes video of the radio show will be available via the Maria Marin channel on Terra TV.
"The convergence of digital and traditional media offers us the opportunity to reach an unparalleled audience, particularly as more and more U.S. Hispanics go online," said Carlos San Jose, Vice President of National Sales for Citadel Media en Espanol. "Our partnership with Terra will provide advertisers with a must-have media component when targeting the Hispanic demographic, a growing segment of the consumer market."
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Beginning with today's launch of www.mariamarinradio.com, Terra will work with Citadel Media to manage all aspects of Maria Marin radio in the digital arena, including editorial programming, advertising sales, user experience and Web design. The cross promotional site will be home to exclusive interviews, photos and discussion boards. In addition, behind-the-scenes video of the radio show will be available via the Maria Marin channel on Terra TV.
"The convergence of digital and traditional media offers us the opportunity to reach an unparalleled audience, particularly as more and more U.S. Hispanics go online," said Carlos San Jose, Vice President of National Sales for Citadel Media en Espanol. "Our partnership with Terra will provide advertisers with a must-have media component when targeting the Hispanic demographic, a growing segment of the consumer market."
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Tuesday, November 10, 2009
Marketers Call for Multicultural Focus
If one way to outfox the economy is to stimulate growth, increasing the attention paid to multicultural or ethnic consumers is a smart strategy, according to speakers at the opening general session of the 99th annual conference of the Association of National Advertisers.
Neil Golden, senior vice president and chief marketing officer at the McDonald’s U.S.A. division of McDonald’s, devoted his presentation to what he called “leading with ethnic insights” – in other words, initiatives in multicultural markets can generate significant gains in sales and market share.
“The multicultural, ethnic segments are leading lifestyle trends,” Mr. Golden said.
Mr. Golden offered examples of how McDonald’s U.S.A. sells new products like the Angus Third Pounder and coffee drinks with campaigns tailored to groups like African-Americans, Hispanics and Asian-Americans.
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Neil Golden, senior vice president and chief marketing officer at the McDonald’s U.S.A. division of McDonald’s, devoted his presentation to what he called “leading with ethnic insights” – in other words, initiatives in multicultural markets can generate significant gains in sales and market share.
“The multicultural, ethnic segments are leading lifestyle trends,” Mr. Golden said.
Mr. Golden offered examples of how McDonald’s U.S.A. sells new products like the Angus Third Pounder and coffee drinks with campaigns tailored to groups like African-Americans, Hispanics and Asian-Americans.
Read full article
Friday, November 6, 2009
Build A Word-Of-Mouth Campaign
Anyone who has worked in Hispanic marketing has heard this scenario before -- a company with an established presence in the U.S. has decided it wants to pursue the Hispanic market (a consumer market it had previously ignored). Based on some initial research, U.S. Hispanics are generally unfamiliar with their brand and / or products and services but open to using them.
What should the company do?
The first step is more research to understand everything about the Hispanic market vis-à-vis this company's products or services (we'll call them products for simplicity moving forward). More often than not, we arrive back at where we started - Hispanics are generally unfamiliar with the products because they did not use them in their home country. And since arriving in the U.S., and without the trusted advice or recommendation of their large network of family and friends, the brand is in what I call the conundrum of the "Hispanic vicious cycle."
The Hispanic vicious cycle is exemplified by a Hispanic consumer who is unfamiliar with a product, and therefore does not purchase it. And while they would be willing to try the product if recommended by a family member or friend, the fact that their family and friends are also unfamiliar with the product means they will continue to never purchase it.
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What should the company do?
The first step is more research to understand everything about the Hispanic market vis-à-vis this company's products or services (we'll call them products for simplicity moving forward). More often than not, we arrive back at where we started - Hispanics are generally unfamiliar with the products because they did not use them in their home country. And since arriving in the U.S., and without the trusted advice or recommendation of their large network of family and friends, the brand is in what I call the conundrum of the "Hispanic vicious cycle."
The Hispanic vicious cycle is exemplified by a Hispanic consumer who is unfamiliar with a product, and therefore does not purchase it. And while they would be willing to try the product if recommended by a family member or friend, the fact that their family and friends are also unfamiliar with the product means they will continue to never purchase it.
Read full article
Thursday, November 5, 2009
The Effects of US Hispanic Media Concentration for Advertisers and Investors
Summary
The concentration and proportionate dearth of US Hispanic media outlets make it an easy buy for advertisers and creates a real value builder for investors.
Analysis
US Hiispanic market media is poised to experience dramatic revenue growth over the next 2 to 5 years as a result of the soon to be taken and released US Census.
The Census will put into black and white numbers that will officially document the incredible Hispanic population growth which has changed the faces of this country's largest cities and has permeated to many smaller ones.
The signs of the US Hispanic market being a real, tangible and not to be ignored market are everywhere.
As the Adweek article point spouts, while general market broadcasters continue to battle audience erosion, Univision, the country's No. 1 Spanish language media company, posted a 5 percent gain last season. The company owns the most watched single American TV station among adults 18-49 regardless of language -- KMEX-TV in Los Angeles. Univision also said last season it was consistently within the top five broadcast networks in the U.S., and on many nights it was within the top three.
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The concentration and proportionate dearth of US Hispanic media outlets make it an easy buy for advertisers and creates a real value builder for investors.
Analysis
US Hiispanic market media is poised to experience dramatic revenue growth over the next 2 to 5 years as a result of the soon to be taken and released US Census.
The Census will put into black and white numbers that will officially document the incredible Hispanic population growth which has changed the faces of this country's largest cities and has permeated to many smaller ones.
The signs of the US Hispanic market being a real, tangible and not to be ignored market are everywhere.
As the Adweek article point spouts, while general market broadcasters continue to battle audience erosion, Univision, the country's No. 1 Spanish language media company, posted a 5 percent gain last season. The company owns the most watched single American TV station among adults 18-49 regardless of language -- KMEX-TV in Los Angeles. Univision also said last season it was consistently within the top five broadcast networks in the U.S., and on many nights it was within the top three.
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Wednesday, November 4, 2009
"Internet is Good for the Newspaper Business"
John Paton, Chairman and Chief Executive Officer of impreMedia LLC, the number one Hispanic news and information company in the United States, believes digital news distribution “is the single best thing that has happened to our business in the last quarter century.”
It’s certainly been good for his company: “Even in this disastrous economy, we are now projecting for every one of our divisions a higher profit for 2009 over last year,” says Mr Paton. “Some will have their highest profits ever. We fully expect 25 percent of our profits to be non-print by 2011 and half by the following year.”
Mr Paton will explain how impreMedia is achieving such impressive results at the World Newspaper Congress, the global summit meeting of the world’s press, to be held in Hyderabad, India from 1 to 3 December next.
“I hope what we are doing here at impreMedia is instructive for others,“ he says. “I truly believe we have crafted a process that grows our brands, embraces platform change, protects and enhances journalism and services our communities.”
ImpreMedia had only nine products on two platforms three years ago; today it has 97 products on seven platforms - web, mobile, TV/video, social media, widgets, audio and print.
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It’s certainly been good for his company: “Even in this disastrous economy, we are now projecting for every one of our divisions a higher profit for 2009 over last year,” says Mr Paton. “Some will have their highest profits ever. We fully expect 25 percent of our profits to be non-print by 2011 and half by the following year.”
Mr Paton will explain how impreMedia is achieving such impressive results at the World Newspaper Congress, the global summit meeting of the world’s press, to be held in Hyderabad, India from 1 to 3 December next.
“I hope what we are doing here at impreMedia is instructive for others,“ he says. “I truly believe we have crafted a process that grows our brands, embraces platform change, protects and enhances journalism and services our communities.”
ImpreMedia had only nine products on two platforms three years ago; today it has 97 products on seven platforms - web, mobile, TV/video, social media, widgets, audio and print.
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Tuesday, November 3, 2009
Local to Take Lead on Online Ad Spend
Beginning this year, Piper Jaffray sees local online advertising spending outpacing the national spend in the US.
In 2008, national and local spending levels were equal. But while the research firm projects a drop in national online ad spending for 2009, local is expected to increase by 5%.
Over the next five years, Piper Jaffray predicts a compound annual growth rate (CAGR) of 9% for local online ad dollars, compared with 4% for national Internet spending.
Borrell Associates, on the other hand, forecasts only a 2.9% CAGR for local online ad spending over the next five years. Borrell puts spending at $16.4 billion in 2013, compared with $19.18 billion for Piper Jaffray.
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In 2008, national and local spending levels were equal. But while the research firm projects a drop in national online ad spending for 2009, local is expected to increase by 5%.
Over the next five years, Piper Jaffray predicts a compound annual growth rate (CAGR) of 9% for local online ad dollars, compared with 4% for national Internet spending.
Borrell Associates, on the other hand, forecasts only a 2.9% CAGR for local online ad spending over the next five years. Borrell puts spending at $16.4 billion in 2013, compared with $19.18 billion for Piper Jaffray.
Read full article
Monday, November 2, 2009
Hispanics Respond to Cell Phone Ads 5-10 Times More Than On-line Ads
One of the under reported aspects of cell phone text messaging (SMS) and other forms of mobile marketing is that it is not a level playing field. The conventional wisdom is that younger people tend to use their cell phones more and be more receptive to receiving ads on them than older people. While that is certainly true, there are also significant socioeconomic and racial differences in usage.
One of the key reasons that Barack Obama defeated Hillary Clinton in the primaries and then John McCain in the general election is that Obama had an extremely well thought out and integrated mobile marketing strategy. Clinton and McCain did not. Obama understood that it wasn't just the key demographic group Gen Y who used their cell phones more than the average eligible voter, but also the African-Americans and Hispanics. A year after the election, it is hard to remember that our first African-American president did not have the support of African-Americans early in the primaries. Clinton did. So Obama needed a way to reach and get out the vote amongst his supporters and part of that strategy was sending his message to the only device that we almost all carry around everywhere we go: cell phones.
Now we're seeing corporations follow suit. The latest example is United Airlines. Their recent "Volver por un rato" campaign encouraged Hispanic-Americans to enter a contest by texting a keyword to a short code or clicking on a link within an SMS alert. According to Mobile Marketer, entrants could win a trip for two anywhere in the world, worth some $2,500, by submitting a video and what they missed most about going back home.
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One of the key reasons that Barack Obama defeated Hillary Clinton in the primaries and then John McCain in the general election is that Obama had an extremely well thought out and integrated mobile marketing strategy. Clinton and McCain did not. Obama understood that it wasn't just the key demographic group Gen Y who used their cell phones more than the average eligible voter, but also the African-Americans and Hispanics. A year after the election, it is hard to remember that our first African-American president did not have the support of African-Americans early in the primaries. Clinton did. So Obama needed a way to reach and get out the vote amongst his supporters and part of that strategy was sending his message to the only device that we almost all carry around everywhere we go: cell phones.
Now we're seeing corporations follow suit. The latest example is United Airlines. Their recent "Volver por un rato" campaign encouraged Hispanic-Americans to enter a contest by texting a keyword to a short code or clicking on a link within an SMS alert. According to Mobile Marketer, entrants could win a trip for two anywhere in the world, worth some $2,500, by submitting a video and what they missed most about going back home.
Read full article
Friday, October 30, 2009
ImpreMedia Names 'Market Insights' VP
CHICAGO ImpreMedia on Thursday named Olga Casabona to the newly-created position of vice president of audience and market insights, putting her in charge of all proprietary and syndicated research at the nation's largest Spanish-language newspaper publisher.
ImpreMedia said Casabona "will lead a new approach to research" to connect advertisers with Latinos across multiple print, video and digital platforms.
"As we look for unique ways to engage with the Hispanic community and provide marketers with innovative thought leadership and analysis, investing in research and integrating it in everything we do becomes critical," Chairman and CEO John Paton said in a statement. "Olga has very capably led the research team at impreMedia for the last six years. She brings not only a deep understanding of the media, advertising, research and Latino markets but also an innovative and strategic approach to insights that will differentiate us in the marketplace."
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ImpreMedia said Casabona "will lead a new approach to research" to connect advertisers with Latinos across multiple print, video and digital platforms.
"As we look for unique ways to engage with the Hispanic community and provide marketers with innovative thought leadership and analysis, investing in research and integrating it in everything we do becomes critical," Chairman and CEO John Paton said in a statement. "Olga has very capably led the research team at impreMedia for the last six years. She brings not only a deep understanding of the media, advertising, research and Latino markets but also an innovative and strategic approach to insights that will differentiate us in the marketplace."
Read full article
Wednesday, October 28, 2009
Nationally Recognized Latina Lista Blog Re-Launches as Multimedia News Site
DALLAS, Oct. 28 /PRNewswire-HISPANIC PR WIRE/ -- The blog, Latina Lista ( http://www.latinalista.net ), nationally recognized for delivering astute political analysis tinged with the Latina perspective, has also always offered its readers need-to-know news, captivating profiles and entertaining facts, in English, since its creation in 2004. As part of its natural progression as a trusted news source, Latina Lista re-launches today as an online niche news destination.
Founded by syndicated journalist Marisa Trevino, Latina Lista's editorial mission is to elevate the voices of Latinas/os by featuring stories about or of interest to Hispanic readers, not found in mainstream media.
A newly redesigned homepage - retaining the signature pink masthead - highlights, as never before, the high-quality content of Latina Lista with exciting additions: more original and multimedia stories, links to breaking headlines at respected news outlets and dedicated space showcasing news videos, documentaries, films and groundbreaking entertainment series and webisodes.
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Founded by syndicated journalist Marisa Trevino, Latina Lista's editorial mission is to elevate the voices of Latinas/os by featuring stories about or of interest to Hispanic readers, not found in mainstream media.
A newly redesigned homepage - retaining the signature pink masthead - highlights, as never before, the high-quality content of Latina Lista with exciting additions: more original and multimedia stories, links to breaking headlines at respected news outlets and dedicated space showcasing news videos, documentaries, films and groundbreaking entertainment series and webisodes.
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Monday, October 26, 2009
Ford, NFL Stick with Hispanic-Aimed Campaigns Despite Modest Results
Ford Motor Co. has been attempting to get American Latinas behind the wheel for a test drive, while The National Football League wants to get their male counterparts to root for Tom Brady as much as Brazilian soccer star Ronaldo. But both companies admitted this week they have experienced a growing pain or two while looking to sink their brands into the consciousness of the emerging online Hispanic demographic.
"There is definitely a little bit of a leap of faith to it," said David Rodriguez, multicultural marketing manager at Ford. "What was particularly encouraging about this whole process, though, was the amount of information...as it relates to the activeness of this demographic online."
Along with Rodriquez, Alberto Ferrer, director of digital and direct marketing for The Vidal Partnership, which helps run the NFL's Hispanic campaigns, presented two intriguingly different case studies during the Latin Vision Digital and Social Media Conference in New York City Wednesday.
First off, Ford sought to build brand awareness among 18-to-49-year-old Hispanic women, which is one of the fastest-growing demographics among new small business owners according to many research reports. In May, the carmaker partnered with AOL to launch a standalone Web site, dubbed "Tu Voz," meaning "Your Voice." Content on TuVozEnTuVida.com has been anchored by four well-known female Hispanic media personalities: medical expert Dr. Aliza Lifshitz, motivational speaker Maria Marin, self-help book author Mariela Dabbah, and actress Maria Ines.
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"There is definitely a little bit of a leap of faith to it," said David Rodriguez, multicultural marketing manager at Ford. "What was particularly encouraging about this whole process, though, was the amount of information...as it relates to the activeness of this demographic online."
Along with Rodriquez, Alberto Ferrer, director of digital and direct marketing for The Vidal Partnership, which helps run the NFL's Hispanic campaigns, presented two intriguingly different case studies during the Latin Vision Digital and Social Media Conference in New York City Wednesday.
First off, Ford sought to build brand awareness among 18-to-49-year-old Hispanic women, which is one of the fastest-growing demographics among new small business owners according to many research reports. In May, the carmaker partnered with AOL to launch a standalone Web site, dubbed "Tu Voz," meaning "Your Voice." Content on TuVozEnTuVida.com has been anchored by four well-known female Hispanic media personalities: medical expert Dr. Aliza Lifshitz, motivational speaker Maria Marin, self-help book author Mariela Dabbah, and actress Maria Ines.
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Short Tweets from this week’s LatinVision conference in New York
Following, in order from bottom to top, are Tweet notes from LatinVision’s New York convergence conference. We would have brought you more notes but had some connectivity issues in the main room where the presentations took place.
1) Puente: Upcoming ‘Latino in America’ is not going to air as a one-time thing; we have management committed to doing more than Hisp. specials9:00 AM Oct 14th from web
2) Puente: You will see CNN dramatically increase its coverage of Latinos and Latino issues8:58 AM Oct 14th from web
3) David Puente of CNN: ‘Latino in America’ is part of restructure to bring more content from CNN en Espnl to mainstream CNN8:57 AM Oct 14th from web
4) Ballas-Traynor: until our celebrities are allowed to speak Spanish in traditional media we will always have that content divide8:51 AM Oct 14th from web
5) Lucia Ballas-Traynor, publisher of People en Espanol: For the first time CNN is actually reflecting me as a Latina with content/coverage8:50 AM Oct 14th from web
6) Rafael Urbina, CEO of Batanga: Multicultural marketing tends to be too broad; demographic targeting more effective8:43 AM Oct 14th from web
7) Business Wire’s Cathy Baron Tamraz says online publishers need to strive for monetizing their content instead of liberally giving it away8:34 AM Oct 14th from web
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1) Puente: Upcoming ‘Latino in America’ is not going to air as a one-time thing; we have management committed to doing more than Hisp. specials9:00 AM Oct 14th from web
2) Puente: You will see CNN dramatically increase its coverage of Latinos and Latino issues8:58 AM Oct 14th from web
3) David Puente of CNN: ‘Latino in America’ is part of restructure to bring more content from CNN en Espnl to mainstream CNN8:57 AM Oct 14th from web
4) Ballas-Traynor: until our celebrities are allowed to speak Spanish in traditional media we will always have that content divide8:51 AM Oct 14th from web
5) Lucia Ballas-Traynor, publisher of People en Espanol: For the first time CNN is actually reflecting me as a Latina with content/coverage8:50 AM Oct 14th from web
6) Rafael Urbina, CEO of Batanga: Multicultural marketing tends to be too broad; demographic targeting more effective8:43 AM Oct 14th from web
7) Business Wire’s Cathy Baron Tamraz says online publishers need to strive for monetizing their content instead of liberally giving it away8:34 AM Oct 14th from web
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Thursday, October 15, 2009
Digital and Social Media Convergence 2009 Conference: Meet the Latin Disruptors of Media, Entertainment, Technology & Advertising Attracts Influen...
The Conference was a total success.
We were honored to host such a singular group of speakers and delighted to have the level of engagement and insight from the audience that we did. Thank you for taking time of out of your busy schedules to attend.
We are pleased to announce next year's Convergence 2010 Conference The CEO’s Summit which will take place on Wednesday, October 6, 2010, again in New York City at the New York Times.
Tuesday, October 13, 2009
Low CPMs Stall Social Network Ad Spend
Time spent on social networking sites is increasing steadily, taking users’ attention away from sites such as portals. According to comScore, the top 20% of social network users visit networking sites 2.4 times per day, on average, and spend 31 minutes on them—twice as long as the same users spend with e-mail or instant messaging. And that, in turn, means more time with ads.
The research firm’s “The State of Social Networks as a Media Platform” report found that more than one-fifth of online display ad impressions occurred on social networking sites in July 2009. That was more than double the display ads viewed on e-mail and entertainment sites.
The bulk of those ads were viewed on MySpace and Facebook, with MySpace accounting for somewhat more impressions, but a slightly smaller share of total display ad spending than Facebook.
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The research firm’s “The State of Social Networks as a Media Platform” report found that more than one-fifth of online display ad impressions occurred on social networking sites in July 2009. That was more than double the display ads viewed on e-mail and entertainment sites.
The bulk of those ads were viewed on MySpace and Facebook, with MySpace accounting for somewhat more impressions, but a slightly smaller share of total display ad spending than Facebook.
Read full article
Monday, October 12, 2009
Hispanic Chamber of Commerce launches social media program
The Greater Austin Hispanic Chamber of Commerce announced this week that it will launch its first Social Media Ambassador Program which aims to promote GAHCC community initiatives through social media outlets.
The new ambassador program intends to relay the GAHCC’s community efforts across the web through outlets like Facebook, LinkedIn and Twitter. GAHCC said in a statement that officials in the chamber recognize the fact that these social media tools reach a wide-spanning audience from major corporations like WAL-MART to the average Austin professional. The ambassadors will actively use these social networks to support the chamber and share information about all the various activities that the Greater Austin Hispanic Chamber of Commerce is involved with to educate, enhance, and engage the local community.
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The new ambassador program intends to relay the GAHCC’s community efforts across the web through outlets like Facebook, LinkedIn and Twitter. GAHCC said in a statement that officials in the chamber recognize the fact that these social media tools reach a wide-spanning audience from major corporations like WAL-MART to the average Austin professional. The ambassadors will actively use these social networks to support the chamber and share information about all the various activities that the Greater Austin Hispanic Chamber of Commerce is involved with to educate, enhance, and engage the local community.
Read full article
Sunday, October 11, 2009
Brazilian Digital-Advertising Shops to Reach $500 Million in Revenue by 2010
The Brazilian Association of Digital Agencies (ABRADI) just finished its first survey, designed to measure the growth of digital agencies in the country. Brazil owns, by far, the largest digital market in Latin America.
The study revealed there are 2,275 digital agencies in Brazil that today gather up an income of $412 million, not counting media-buying investments. As in the U.S., there's a long tail of small digital agencies. Breaking it down, 63.3% of these agencies' annual revenue is below $650,000; 25.5% is between $650,000 and $2.7 million, and only 10% surpass $2.7 million. César Paz, president of ABRADI, said it is expected that total revenue will exceed $500 million by 2010.
Mr. Paz also leads one of the strongest digital agencies of Brazil, AG2. Among the most visible ones are Aegis Group's AgenciaClick, TV1, FBiz and Publicis' Tribal. Additionally, iThink and WPP's Wunderman and Energy are among the ones that have shown fastest growth in the past few years.
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The study revealed there are 2,275 digital agencies in Brazil that today gather up an income of $412 million, not counting media-buying investments. As in the U.S., there's a long tail of small digital agencies. Breaking it down, 63.3% of these agencies' annual revenue is below $650,000; 25.5% is between $650,000 and $2.7 million, and only 10% surpass $2.7 million. César Paz, president of ABRADI, said it is expected that total revenue will exceed $500 million by 2010.
Mr. Paz also leads one of the strongest digital agencies of Brazil, AG2. Among the most visible ones are Aegis Group's AgenciaClick, TV1, FBiz and Publicis' Tribal. Additionally, iThink and WPP's Wunderman and Energy are among the ones that have shown fastest growth in the past few years.
Read full article
IAB to take part in LatinVision Convergence 2009 Digital & Social Media Conference, Oct. 14, in New York
Join the leaders of the IAB Hispanic Committee as they "Make the Case for Hispanic." AOL Advertising, Terra Networks, Vidal and Ford Motors will present case studies that showcase successful campaigns. This one-day event is a place to share and enhance a broader knowledge of industry's best practices to transform businesses and to better meet the demands of an increasingly mobile, fragmented and elusive target audience. For more information visit www.latinvision.com/conference.
Friday, October 9, 2009
Internet Ad Business is Floundering
NEW YORK (UPI) -- Revenue from U.S. Internet advertising fell 5.3 percent in the first six months of 2009, a private study released Monday showed.
The Interactive Advertising Bureau and accounting firm PricewaterhouseCoooper LLP said overall, Internet advertising fell to $10.9 billion, but search-advertising rose slightly to $5.1 billion, MarketWatch reported Monday.
"We are in one of the most difficult economic slumps in decades. (However), as the economy improves, we're confident that brands will devote an even greater share of their budgets to reaching consumers as they make interactive media a larger part of their lives," said Interactive Advertising Bureau Chief Executive Randall Rothenberg in a statement.
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The Interactive Advertising Bureau and accounting firm PricewaterhouseCoooper LLP said overall, Internet advertising fell to $10.9 billion, but search-advertising rose slightly to $5.1 billion, MarketWatch reported Monday.
"We are in one of the most difficult economic slumps in decades. (However), as the economy improves, we're confident that brands will devote an even greater share of their budgets to reaching consumers as they make interactive media a larger part of their lives," said Interactive Advertising Bureau Chief Executive Randall Rothenberg in a statement.
Read full article
Thursday, October 8, 2009
Behavioral Targeting Misses Mark
Despite the concerns of some consumers and privacy advocates, marketers have defended behavioral targeting on the basis that Internet users would prefer to look at relevant advertisements and offers.
But a study from researchers at the Annenberg School for Communication, University of California Berkeley School of Law and the Annenberg Public Policy Center reports just the opposite.
“Contrary to what many marketers claim, most adult Americans (66%) do not want marketers to tailor advertisements to their interests,” according to the paper. “Moreover, when Americans are informed of three common ways that marketers gather data about people in order to tailor ads, even higher percentages— between 73% and 86%—say they would not want such advertising.”
Respondents showed somewhat more interest in receiving personalized discounts and news, but still, less than one-half of Americans wanted any tailored Web content at all.
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But a study from researchers at the Annenberg School for Communication, University of California Berkeley School of Law and the Annenberg Public Policy Center reports just the opposite.
“Contrary to what many marketers claim, most adult Americans (66%) do not want marketers to tailor advertisements to their interests,” according to the paper. “Moreover, when Americans are informed of three common ways that marketers gather data about people in order to tailor ads, even higher percentages— between 73% and 86%—say they would not want such advertising.”
Respondents showed somewhat more interest in receiving personalized discounts and news, but still, less than one-half of Americans wanted any tailored Web content at all.
Read full article
Wednesday, October 7, 2009
AP might charge some customers to get news earlier
HONG KONG — The Associated Press is considering whether to sell news stories to some online customers exclusively for a certain period, perhaps half an hour, the head of the news organization said Tuesday.
The AP licenses its stories and photographs to many of the Internet's main hubs, including Google, Yahoo and Microsoft's MSN, and its work also is used by hundreds of Web sites owned by newspapers and broadcasters. Currently, they all get the material at the same time.
The AP's chief executive, Tom Curley, did not clarify how a product that provided some news earlier would work or specify the target customers for the potential new service.
However, in remarks at the Hong Kong Foreign Correspondents' Club, he said that in general the AP and the news industry hope to capitalize on the intensifying battle between Microsoft Corp. and Google Inc. as those companies vie to expand their online audiences. The AP's contract with Google expires at the end of this year, while Microsoft's ends next year.
Curley echoed the complaints of many news companies that contend sites such as Google have reaped a fortune off their articles, photos and video without fairly compensating news organizations that produce the material.
Read full article
The AP licenses its stories and photographs to many of the Internet's main hubs, including Google, Yahoo and Microsoft's MSN, and its work also is used by hundreds of Web sites owned by newspapers and broadcasters. Currently, they all get the material at the same time.
The AP's chief executive, Tom Curley, did not clarify how a product that provided some news earlier would work or specify the target customers for the potential new service.
However, in remarks at the Hong Kong Foreign Correspondents' Club, he said that in general the AP and the news industry hope to capitalize on the intensifying battle between Microsoft Corp. and Google Inc. as those companies vie to expand their online audiences. The AP's contract with Google expires at the end of this year, while Microsoft's ends next year.
Curley echoed the complaints of many news companies that contend sites such as Google have reaped a fortune off their articles, photos and video without fairly compensating news organizations that produce the material.
Read full article
Tuesday, October 6, 2009
Pros and Cons of Online Ad Networks
Ad networks hold wide appeal for both publishers and advertisers. On the content provider side, they offer an easy way to sell a large amount of inventory—even if the revenue per impression is typically less than with direct sales.
On the advertiser side, according to a worldwide study by Econsultancy and the Rubicon Project, the main benefits of using ad networks are increased reach, flexible payment models and lower costs.
There are also challenges, however, associated with giving up full control over ad placements. Nearly two-thirds of respondents (65%) said they worried about their ads appearing next to inappropriate content. Almost as many (62%) complained of discrepancies between their own data and that from networks.
Still, the benefits of reach, flexibility, cost and targeting cannot be ignored. Respondents told Econsultancy that 30.61% of their display ad budgets were spent via ad networks, and 31.91% of media plans included networks.
Read full article
On the advertiser side, according to a worldwide study by Econsultancy and the Rubicon Project, the main benefits of using ad networks are increased reach, flexible payment models and lower costs.
There are also challenges, however, associated with giving up full control over ad placements. Nearly two-thirds of respondents (65%) said they worried about their ads appearing next to inappropriate content. Almost as many (62%) complained of discrepancies between their own data and that from networks.
Still, the benefits of reach, flexibility, cost and targeting cannot be ignored. Respondents told Econsultancy that 30.61% of their display ad budgets were spent via ad networks, and 31.91% of media plans included networks.
Read full article
Monday, October 5, 2009
Meet the Mobile Web Audience
As mobile Internet usage increases, men are losing their advantage in numbers. They still account for the majority of users, but women are catching up quickly.
Mobile Internet visitors were up 34% year over year to 56.9 million in July 2009, according to The Nielsen Company. Growth among women outpaced the average rate by some 9 percentage points. Men still made up 53% of the mobile Web audience in July.
What keeps men so attached to their mobile phones for Web browsing? They make up the bulk of the audience for tech, sports and news content—and, unsurprisingly, for men’s magazine Maxim. Fully 95% of the Gizmodo mobile audience is male, and men accounted for about nine in 10 mobile visitors to NBA and NFL sites in July.
Women, by contrast, embraced the mobile Web for access to celebrity news, shopping sites and social networks. Females outnumbered males in their mobile visits to sites such as People.com, AT&T search and Horoscope.com.
Read full article
Mobile Internet visitors were up 34% year over year to 56.9 million in July 2009, according to The Nielsen Company. Growth among women outpaced the average rate by some 9 percentage points. Men still made up 53% of the mobile Web audience in July.
What keeps men so attached to their mobile phones for Web browsing? They make up the bulk of the audience for tech, sports and news content—and, unsurprisingly, for men’s magazine Maxim. Fully 95% of the Gizmodo mobile audience is male, and men accounted for about nine in 10 mobile visitors to NBA and NFL sites in July.
Women, by contrast, embraced the mobile Web for access to celebrity news, shopping sites and social networks. Females outnumbered males in their mobile visits to sites such as People.com, AT&T search and Horoscope.com.
Read full article
Friday, October 2, 2009
Brazil Online Advertising Brief
Marketers in Brazil have consistently increased their online advertising in an effort to target the country’s 44.2 million Internet users, a number eMarketer predicts will reach 64.6 million by 2013.
Based on Projeto Inter-Meios 2008 data, IAB Brasil estimates BRL987.1 million ($536.8 million) will be spent on online advertising in 2009, about 30% more than in 2008.
However, sources vary on their estimates of the online ad space for 2009. GroupM comes in at the low end, at $380 million, while PricewaterhouseCoopers (PwC) and ZenithOptimedia come in higher, at $449 million and $456 million, respectively.
There is one common trend among all projections: growth in 2009. Projeto Inter-Meios predicted 18.1% growth over 2008, and GroupM estimated a 15.0% increase. ZenithOptimedia predicted the most dramatic jump, of 95.0% over last year.
While Internet advertising growth outpaces that of nearly all other media for 2009, at 4% it remains a mere fraction of total advertising spending in Brazil. Traditional media dominates, with TV holding on to a solid 60.1% of ad spending in 2009, according to Projeto Inter-Meios.
Read full article
Based on Projeto Inter-Meios 2008 data, IAB Brasil estimates BRL987.1 million ($536.8 million) will be spent on online advertising in 2009, about 30% more than in 2008.
However, sources vary on their estimates of the online ad space for 2009. GroupM comes in at the low end, at $380 million, while PricewaterhouseCoopers (PwC) and ZenithOptimedia come in higher, at $449 million and $456 million, respectively.
There is one common trend among all projections: growth in 2009. Projeto Inter-Meios predicted 18.1% growth over 2008, and GroupM estimated a 15.0% increase. ZenithOptimedia predicted the most dramatic jump, of 95.0% over last year.
While Internet advertising growth outpaces that of nearly all other media for 2009, at 4% it remains a mere fraction of total advertising spending in Brazil. Traditional media dominates, with TV holding on to a solid 60.1% of ad spending in 2009, according to Projeto Inter-Meios.
Read full article
Convergence 2009 Digital & Social Media Conference Releases Prestigious Speaker Line up for October 14th Event
NEW YORK--(BUSINESS WIRE)--LatinVision Media, together with the New York City Latin Media & Entertainment Commission (LMEC), releases its prestigious speaker line up for the Converge 2009 Digital & Social Media Conference. The event will take place at TheTimesCenter in the New York Times headquarters on October 14, 2009, 8 a.m. to 6 p.m., followed by a business networking reception.
As one of the most anticipated Hispanic conferences on the east coast, this one-day event will once again summon the big players of change in the Latin and Hispanic market. Similar to its previous year, the conference will feature thematic panels with questions from the audience and moderated by experts in their respective fields.
Among this year’s speakers include:
•Nancy Hill, President & CEO, American Association of Advertising Agencies
•Olivia Maloney, Director, US Hispanic Sales & Solutions, AOL Latino/AOL
•Gisela Girard, President & CEO, Association of Hispanic Advertising Agencies
•Cathy Baron Tamraz, Presidente & CEO de Business Wire
•Luis Santos, President & CEO, El Tiempo - Colombia
•John Paton, CEO, impreMedia
•Randall Rothenberg, President & CEO, Interactive Advertising Bureau (IAB)
•Ivan Braiker, CEO, HipCricket
•Ruth Gaviria, CEO, Hispanic Business Ventures Meredith Corporation
•Mike Wehrs, CEO, Mobile Marketing Association
•Janet Robinson, CEO, New York Times
•Felipe Machado, Director Digital, O’Estado de Sao Paulo
•Diana Sanchez, President & CEO, Telefónica USA
•Peter Blacker, EVP Digital Media & Emerging Business, Telemundo
•Juan Saldivar, CEO, Televisa Interactive Media
•Mark Lopez, COO, Terra Networks
•Kevin Conroy, President Interactive Media Univision Communications
•Joe Uva, President & CEO, Univision Communications
•Mario Baeza, Founder & President, V-me Media
“This year’s Convergence Conference will bring together the best minds of the country’s Latin media, entertainment, technology and advertising sectors to the center of the world’s greatest stage – New York City,” said Mayor Bloomberg. “This collaboration between our City’s Latin Media and Entertainment Commission and LatinVision Media is another example of the great work our City is doing to solidify our position as the Latin media and entertainment capital of the world.”
The keynote address will be given by Mr. Joe Uva, President and CEO of Univision Communications. “Hispanics are expanding their representation and influence across every industry sector in this country,” said Uva. “We commend New York City’s Latin Media and Entertainment Commission and LatinVision Media for once again bringing to the forefront the important role the Latino community, Spanish-language media and the city of New York are playing in shaping the future of the media, entertainment, technology and advertising sectors.”
To learn more about the conference, to register and sponsor www.latinvision.com/conference.
About LatinVision Media
LatinVision Media, Inc. is a New York-based company that operates business portals targeting U.S. Hispanic and Latin American entrepreneurs, business owners, executives and professionals in small and medium-sized companies. LatinVision portals include: www.latinvision.com; www.latinvision.com/finance; www.latinvision.com/jobs; www.latinvision.com/digital among others.
For more information: http://tinyurl.com/LatinVision
About the Latin Media & Entertainment Commission (LMEC)
Mayor Michael R. Bloomberg established the LMEC in 2003 to make New York the capital of Latin media and entertainment in the world. The Commission is made up of leaders from the Latin and mainstream media industry, community leaders from nonprofit and cultural sectors, and leading executives from the financial, advertising and real estate sectors. For more information: www.nyc.gov/lmec.
As one of the most anticipated Hispanic conferences on the east coast, this one-day event will once again summon the big players of change in the Latin and Hispanic market. Similar to its previous year, the conference will feature thematic panels with questions from the audience and moderated by experts in their respective fields.
Among this year’s speakers include:
•Nancy Hill, President & CEO, American Association of Advertising Agencies
•Olivia Maloney, Director, US Hispanic Sales & Solutions, AOL Latino/AOL
•Gisela Girard, President & CEO, Association of Hispanic Advertising Agencies
•Cathy Baron Tamraz, Presidente & CEO de Business Wire
•Luis Santos, President & CEO, El Tiempo - Colombia
•John Paton, CEO, impreMedia
•Randall Rothenberg, President & CEO, Interactive Advertising Bureau (IAB)
•Ivan Braiker, CEO, HipCricket
•Ruth Gaviria, CEO, Hispanic Business Ventures Meredith Corporation
•Mike Wehrs, CEO, Mobile Marketing Association
•Janet Robinson, CEO, New York Times
•Felipe Machado, Director Digital, O’Estado de Sao Paulo
•Diana Sanchez, President & CEO, Telefónica USA
•Peter Blacker, EVP Digital Media & Emerging Business, Telemundo
•Juan Saldivar, CEO, Televisa Interactive Media
•Mark Lopez, COO, Terra Networks
•Kevin Conroy, President Interactive Media Univision Communications
•Joe Uva, President & CEO, Univision Communications
•Mario Baeza, Founder & President, V-me Media
“This year’s Convergence Conference will bring together the best minds of the country’s Latin media, entertainment, technology and advertising sectors to the center of the world’s greatest stage – New York City,” said Mayor Bloomberg. “This collaboration between our City’s Latin Media and Entertainment Commission and LatinVision Media is another example of the great work our City is doing to solidify our position as the Latin media and entertainment capital of the world.”
The keynote address will be given by Mr. Joe Uva, President and CEO of Univision Communications. “Hispanics are expanding their representation and influence across every industry sector in this country,” said Uva. “We commend New York City’s Latin Media and Entertainment Commission and LatinVision Media for once again bringing to the forefront the important role the Latino community, Spanish-language media and the city of New York are playing in shaping the future of the media, entertainment, technology and advertising sectors.”
To learn more about the conference, to register and sponsor www.latinvision.com/conference.
About LatinVision Media
LatinVision Media, Inc. is a New York-based company that operates business portals targeting U.S. Hispanic and Latin American entrepreneurs, business owners, executives and professionals in small and medium-sized companies. LatinVision portals include: www.latinvision.com; www.latinvision.com/finance; www.latinvision.com/jobs; www.latinvision.com/digital among others.
For more information: http://tinyurl.com/LatinVision
About the Latin Media & Entertainment Commission (LMEC)
Mayor Michael R. Bloomberg established the LMEC in 2003 to make New York the capital of Latin media and entertainment in the world. The Commission is made up of leaders from the Latin and mainstream media industry, community leaders from nonprofit and cultural sectors, and leading executives from the financial, advertising and real estate sectors. For more information: www.nyc.gov/lmec.
Build A Community Online
Whenever I speak with a client or colleague about developing a social media initiative, I always warn them to "build a community before you need it." This concept is at the heart of successfully using social media as a marketing medium, particularly when focusing on the Hispanic market.
There has been a lot of talk about how social media is changing advertising and how Hispanics over-index in use of social media. For the purposes of this article, I will forgo the laundry list of statistics supporting the assertion that Hispanics are heavy users of social media. I think the jury is in, and the data show that Hispanic social media usage is for real and growing.
Shift Your Approach
Building a Hispanic online community involves shifting how most marketers think about their trade. First, you do not "launch" a social media campaign - you begin a social media effort. The difference sounds subtle, but it's not.
Traditionally, Hispanic marketers buy time or space on fixed media in a controlled context. They know where their ads or messages will appear, what they will look like, how many people will see them (roughly), when they will stop running, and, perhaps most important, in what context they will be seen. With social media, this type of control is not possible or desirable. Instead, marketers need to focus on building a community of Hispanic consumers they will engage in a dialogue.
Read full article
There has been a lot of talk about how social media is changing advertising and how Hispanics over-index in use of social media. For the purposes of this article, I will forgo the laundry list of statistics supporting the assertion that Hispanics are heavy users of social media. I think the jury is in, and the data show that Hispanic social media usage is for real and growing.
Shift Your Approach
Building a Hispanic online community involves shifting how most marketers think about their trade. First, you do not "launch" a social media campaign - you begin a social media effort. The difference sounds subtle, but it's not.
Traditionally, Hispanic marketers buy time or space on fixed media in a controlled context. They know where their ads or messages will appear, what they will look like, how many people will see them (roughly), when they will stop running, and, perhaps most important, in what context they will be seen. With social media, this type of control is not possible or desirable. Instead, marketers need to focus on building a community of Hispanic consumers they will engage in a dialogue.
Read full article
Thursday, October 1, 2009
Online Advertising Targets Dynamic U.S. Hispanic Market
Washington - U.S. companies are fashioning online advertising strategies aimed at an American Hispanic population of 47 million people that is increasingly wired to the Internet and other technologies, several market analysts say.
Gisela Girard, chairman of the Virginia-based Association of Hispanic Advertising Agencies (AHAA), said more than 50 percent of U.S. Hispanics are Internet users, and that share is projected to increase. Among race/ethnic groups, Hispanics rank second to the white population in Internet use.
According to Tamara Barber, a data analyst for Forrester Research Inc., in Cambridge, Massachusetts, Hispanics will come online faster than any other demographic group over the next five years. The Hispanic online market will grow twice as fast as the overall U.S. online population, she said.
Hispanics historically have been "trendsetters in defining media-consumption habits" in the United States, Girard said, and companies that advertise online "in a compelling and culturally relevant manner" will see results with Hispanic consumers.
Barber agrees that advertising on the Internet and via other technologies is a "viable and necessary way" to reach Hispanics. She said marketers should think "cross-culturally" and use English and Spanish in ads. U.S. Hispanics, she said, consume much online content in English, but many also switch between English and Spanish.
Read full article
Gisela Girard, chairman of the Virginia-based Association of Hispanic Advertising Agencies (AHAA), said more than 50 percent of U.S. Hispanics are Internet users, and that share is projected to increase. Among race/ethnic groups, Hispanics rank second to the white population in Internet use.
According to Tamara Barber, a data analyst for Forrester Research Inc., in Cambridge, Massachusetts, Hispanics will come online faster than any other demographic group over the next five years. The Hispanic online market will grow twice as fast as the overall U.S. online population, she said.
Hispanics historically have been "trendsetters in defining media-consumption habits" in the United States, Girard said, and companies that advertise online "in a compelling and culturally relevant manner" will see results with Hispanic consumers.
Barber agrees that advertising on the Internet and via other technologies is a "viable and necessary way" to reach Hispanics. She said marketers should think "cross-culturally" and use English and Spanish in ads. U.S. Hispanics, she said, consume much online content in English, but many also switch between English and Spanish.
Read full article
Rate of Decline in Global Ad Spending Slows, Report Shows
PARIS — The global advertising market showed signs of bottoming out in the second quarter of the year, with the rate of decline in spending slowing slightly from the previous three months, the research firm Nielsen said Wednesday.
Nielsen said spending in 27 countries, accounting for the vast majority of advertising worldwide, declined by 5.8 percent in the second quarter compared with a year earlier, after a 7.9 percent drop in the first quarter. The figures mesh with recent assessments by advertising executives, who say the worst is probably over, while cautioning that any marked upturn is probably unlikely before next year.
Spending in the first half was strongest in Asia, where it rose by 2.2 percent, the survey showed, and weakest in North America, where it fell by 15.9 percent. Outlays in Europe fell by 9.1 percent.
Read full article
Nielsen said spending in 27 countries, accounting for the vast majority of advertising worldwide, declined by 5.8 percent in the second quarter compared with a year earlier, after a 7.9 percent drop in the first quarter. The figures mesh with recent assessments by advertising executives, who say the worst is probably over, while cautioning that any marked upturn is probably unlikely before next year.
Spending in the first half was strongest in Asia, where it rose by 2.2 percent, the survey showed, and weakest in North America, where it fell by 15.9 percent. Outlays in Europe fell by 9.1 percent.
Read full article
Wednesday, September 30, 2009
Ad Dollars Flood to Social Nets
The Nielsen Company reports Internet users increased the time they spent on social networks by a substantial margin in August 2009. The sites took up 17% of all time spent on the Web in August, up from just 6% the prior year.
Meanwhile, advertising spending on the top social networking and blogging sites more than doubled, jumping from $49 million in August 2008 to about $108 million in August 2009.
“In the past, advertisers had significant concerns with social media advertising,” said Jon Gibs, vice president, media and agency insights, Nielsen’s online division. “The considerable increases we’ve seen in ad spending over the past year suggest that many of these concerns have subsided or been addressed.”
The entertainment industry led the charge, with 812% year-over-year growth in social network ad spending. Travel, business to business, and automotive advertisers all increased spending on social networks by more than 150% between August 2008 and August 2009—even while decreasing overall online ad spending.
Read full article
Meanwhile, advertising spending on the top social networking and blogging sites more than doubled, jumping from $49 million in August 2008 to about $108 million in August 2009.
“In the past, advertisers had significant concerns with social media advertising,” said Jon Gibs, vice president, media and agency insights, Nielsen’s online division. “The considerable increases we’ve seen in ad spending over the past year suggest that many of these concerns have subsided or been addressed.”
The entertainment industry led the charge, with 812% year-over-year growth in social network ad spending. Travel, business to business, and automotive advertisers all increased spending on social networks by more than 150% between August 2008 and August 2009—even while decreasing overall online ad spending.
Read full article
Tuesday, September 29, 2009
Telemundo is the Fastest-Growing Major Broadcast Network Regardless of Language for the 2008-2009 Television Season
MIAMI--(BUSINESS WIRE)--Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, announced today, its results for the 2008-2009 Television Broadcast season.
According to Nielsen Media Research, Telemundo solidified its position as the fastest- growing network among all major broadcast networks regardless of language in general market prime (Mon-Sat 8-11PM & Sun 7-11PM) among Adults 18-49 (up 17%, +96,000) and Adults 18-34 (up 22%, +70,000).
Telemundo was also the fastest-growing Spanish-language broadcast network among Adults 18-49 and Adults 18-34 for the 2008-2009 broadcast season. Telemundo averaged 658,000 in Adults 18-49 in Monday through Friday prime, an increase of +16% over last season (568,000) with a 21% share of Spanish, up two points. In Monday through Sunday prime, Telemundo averaged 621,000 among Adults 18-49 up 13% and a 22% share of prime, up two points from last season.
Among Adults 18-34, Telemundo averaged 376,000 in Monday through Friday prime, growing 22% from last season. During Monday through Sunday prime, Telemundo increased its delivery up 18% to 361,000 Adults 18-34.
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According to Nielsen Media Research, Telemundo solidified its position as the fastest- growing network among all major broadcast networks regardless of language in general market prime (Mon-Sat 8-11PM & Sun 7-11PM) among Adults 18-49 (up 17%, +96,000) and Adults 18-34 (up 22%, +70,000).
Telemundo was also the fastest-growing Spanish-language broadcast network among Adults 18-49 and Adults 18-34 for the 2008-2009 broadcast season. Telemundo averaged 658,000 in Adults 18-49 in Monday through Friday prime, an increase of +16% over last season (568,000) with a 21% share of Spanish, up two points. In Monday through Sunday prime, Telemundo averaged 621,000 among Adults 18-49 up 13% and a 22% share of prime, up two points from last season.
Among Adults 18-34, Telemundo averaged 376,000 in Monday through Friday prime, growing 22% from last season. During Monday through Sunday prime, Telemundo increased its delivery up 18% to 361,000 Adults 18-34.
Read full article
Media Brands Bringing Licensing Dollars Home
NEW YORK (AdAge.com) -- The beleaguered media business is still marching aggressively on at least one front: store shelves at a big retailer near you.
More and more media-branded consumer goods are squaring off against similar products from rival media brands. Earlier this month Martha Stewart Living Omnimedia announced a major home and outdoor line due exclusively in Home Depot next January, when its contract with Kmart officially ends. Kmart and Sears stores began selling more than 700 home products from Hearst Magazines' Country Living. And Meredith Corp.'s Better Homes and Gardens line at Walmart continues to grow, now numbering about 1,000 products after starting last year with half that number; Meredith said its total brand-licensing revenue grew 15% during the 12 months ending in June.
The recession is battering retail just like everything else, of course. But that's only making exclusive, established brand names more desirable to retailers and a diversified revenue stream more appealing to media brands. Rumors have even circulated that the top-to-bottom business review at Condé Nast could also foster a new openness to activities like licensing.
"When revenues tighten up, all of a sudden things you may have never considered before start to look more possible," said Martin Brochstein, senior VP at the International Licensing Industry Merchandisers' Association. "Licensing is definitely an area than can generate significant revenue, particularly in a time when magazines are under a lot of pressure on the revenue and advertising side."
Read full article
More and more media-branded consumer goods are squaring off against similar products from rival media brands. Earlier this month Martha Stewart Living Omnimedia announced a major home and outdoor line due exclusively in Home Depot next January, when its contract with Kmart officially ends. Kmart and Sears stores began selling more than 700 home products from Hearst Magazines' Country Living. And Meredith Corp.'s Better Homes and Gardens line at Walmart continues to grow, now numbering about 1,000 products after starting last year with half that number; Meredith said its total brand-licensing revenue grew 15% during the 12 months ending in June.
The recession is battering retail just like everything else, of course. But that's only making exclusive, established brand names more desirable to retailers and a diversified revenue stream more appealing to media brands. Rumors have even circulated that the top-to-bottom business review at Condé Nast could also foster a new openness to activities like licensing.
"When revenues tighten up, all of a sudden things you may have never considered before start to look more possible," said Martin Brochstein, senior VP at the International Licensing Industry Merchandisers' Association. "Licensing is definitely an area than can generate significant revenue, particularly in a time when magazines are under a lot of pressure on the revenue and advertising side."
Read full article
Monday, September 28, 2009
Online is the place to be for all your news needs
ADOTAS — A new study conducted by Opinion Research Corporation and sponsored by ARAnet has shown that once again, the use of newspaper and television news sources has dropped off. Americans are flocking to online and radio news sources in record numbers. According to the study, television usage has dropped off 3.6%, while newspaper usage has dropped off 4.1%. Online use has gone up by 1.9%, and radio use has increased 2.9%.
The nationwide study surveyed 1,000 adults and measured the percentage of news and information Americans received from various media sources each month. Results showed consumers get 31% of overall news and information from television, while 19.4% is obtained from both radio and daily newspapers. The use of online sources for news and other information has particularly increased among the college educated, Hispanics and people making more than $100,000 a year compared to other demographics in the general population.
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The nationwide study surveyed 1,000 adults and measured the percentage of news and information Americans received from various media sources each month. Results showed consumers get 31% of overall news and information from television, while 19.4% is obtained from both radio and daily newspapers. The use of online sources for news and other information has particularly increased among the college educated, Hispanics and people making more than $100,000 a year compared to other demographics in the general population.
Read full article
Friday, September 25, 2009
The Looming Battle Over Targeted Ads
LOS ANGELES -- No one disputes that ads are a critical part of the Web's information ecosystem. News Web sites like this one depend on them for nearly all their revenue, as do sites like Facebook and YouTube that have changed the way we communicate online.
What generates a lot of debate are the increasingly sophisticated methods for selling ads targeted to narrow segments of Web users. Today, Web sites ranging from tiny blogs to newspaper publishers to digital giants such as Google ( GOOG - news - people ) engage in a practice called behavioral targeting, a method of compiling data about which sites people visit, what topics they search for and an array of other Web activities to better surmise what types of ads might prompt them to make purchases.
Earlier this month, representatives from 10 consumer advocacy groups, including the Electronic Frontier Foundation and Consumer Federation of America, urged Congress to enact a set of laws governing what types of data Web sites and data collection firms can compile. To date, the Federal Trade Commission has issued a set of recommended principles for behavioral targeting and left companies and trade groups to regulate themselves. Privacy advocates call the current system inadequate.
Rep. Rick Boucher, D-Va., the chairman of the House Energy and Commerce Subcommittee on Communications, Technology and the Internet, says he is working on a bill that would outline broad restrictions on certain types of data collection and ad targeting. Speaking in front of Congress this month, Boucher said he hopes to draft a bill of rights, of sorts, regarding online ads.
Read full article
What generates a lot of debate are the increasingly sophisticated methods for selling ads targeted to narrow segments of Web users. Today, Web sites ranging from tiny blogs to newspaper publishers to digital giants such as Google ( GOOG - news - people ) engage in a practice called behavioral targeting, a method of compiling data about which sites people visit, what topics they search for and an array of other Web activities to better surmise what types of ads might prompt them to make purchases.
Earlier this month, representatives from 10 consumer advocacy groups, including the Electronic Frontier Foundation and Consumer Federation of America, urged Congress to enact a set of laws governing what types of data Web sites and data collection firms can compile. To date, the Federal Trade Commission has issued a set of recommended principles for behavioral targeting and left companies and trade groups to regulate themselves. Privacy advocates call the current system inadequate.
Rep. Rick Boucher, D-Va., the chairman of the House Energy and Commerce Subcommittee on Communications, Technology and the Internet, says he is working on a bill that would outline broad restrictions on certain types of data collection and ad targeting. Speaking in front of Congress this month, Boucher said he hopes to draft a bill of rights, of sorts, regarding online ads.
Read full article
Thursday, September 24, 2009
The Web Analytics Headache
To prove the success of their campaigns, marketers need analytics. But many report frustration with understanding and using the Web analytics tools necessary to prove their success to management, according to “The Web Analytics War Reader Survey” by Unica.
The biggest challenge for marketers was integrating Web analytics with other marketing solutions, cited by 46% of respondents. Verifying the accuracy of data was a problem for 41% of marketers, while 32% reported trouble with analytics that were not comprehensive and 29% complained of budgets that were too small.
What makes analytics accuracy hard to verify? An inability to drill down into the data bothered 42% of respondents. Marketing attribution issues plagued 32% of those polled, and one-quarter complained of problems with campaign tracking codes.
Read full article
The biggest challenge for marketers was integrating Web analytics with other marketing solutions, cited by 46% of respondents. Verifying the accuracy of data was a problem for 41% of marketers, while 32% reported trouble with analytics that were not comprehensive and 29% complained of budgets that were too small.
What makes analytics accuracy hard to verify? An inability to drill down into the data bothered 42% of respondents. Marketing attribution issues plagued 32% of those polled, and one-quarter complained of problems with campaign tracking codes.
Read full article
Wednesday, September 23, 2009
Hispanic Creatives Just Want to Be Revered for Creative Ability
by Jeanette Guardiola
A good idea is a good idea, is it not? So does this mean a good idea in English is also a good idea in Spanish? And what about Spanglish?
As a creative and second-generation American, I have had the unique advantage of having a personal connection with the Hispanic market. I represent a group of people less visible in the media but ever present in the streets of New York and other U.S cities. The subject of this post is a sensitive one and a topic that I have heard people discuss in their cubicles, but not outside of them.
Marketing to American Latinos is more than merely translating an ad and adding a more Latino-looking figure. It begins with the understanding that Latinos are multilateral and can be spoken to in English, Spanish or Spanglish. I saw many examples of this in the time that I spent working as a creative in a Hispanic advertising agency in New York. There I met Asians, redheads, Venezuelans, Cubans, Puerto Ricans and more who joined together and spoke an amalgamated language of different accents, all with the same fervor and passion for the industry.
The fervor that these people have displayed for their work has also in a sense trapped them. I know firsthand that there is this concern among creatives that they will be pigeonholed into Hispanic advertising if they dabble in it long enough. More than one creative director has "warned" me of this.
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A good idea is a good idea, is it not? So does this mean a good idea in English is also a good idea in Spanish? And what about Spanglish?
As a creative and second-generation American, I have had the unique advantage of having a personal connection with the Hispanic market. I represent a group of people less visible in the media but ever present in the streets of New York and other U.S cities. The subject of this post is a sensitive one and a topic that I have heard people discuss in their cubicles, but not outside of them.
Marketing to American Latinos is more than merely translating an ad and adding a more Latino-looking figure. It begins with the understanding that Latinos are multilateral and can be spoken to in English, Spanish or Spanglish. I saw many examples of this in the time that I spent working as a creative in a Hispanic advertising agency in New York. There I met Asians, redheads, Venezuelans, Cubans, Puerto Ricans and more who joined together and spoke an amalgamated language of different accents, all with the same fervor and passion for the industry.
The fervor that these people have displayed for their work has also in a sense trapped them. I know firsthand that there is this concern among creatives that they will be pigeonholed into Hispanic advertising if they dabble in it long enough. More than one creative director has "warned" me of this.
Read full article
TV Still Relevant, But Social Media Takes Center Stage: Marketers
CNBC's Advertising Week summit on how marketers connect to consumers could have been called "No, really, we love TV!" The discussion was intended to be a free-roaming exploration about consumer passion, authenticity, and marketing challenges in a world that has little trust for business. But the gravitational pull of Facebook (whose COO Sheryl Sandberg was, appropriately enough, seated dead center) kept the conversation on social media.
The apparent subtext that TV might need to get its affairs in order wasn't lost on host Becky Quick, co-host of CNBC's "Squawk Box" show, who rhetorically asked more than once whether she would have a job next year.
"Television is still important," said Dan Rosensweig, president and CEO of Guitar Hero. "People have to re-think how they advertise. At Guitar Hero we took 40% of our budget that used to be on TV and it moved to the Internet. Television is wonderful, but when you have incredible sites like Facebook, you have to be smart with what you do, where your consumer is and how to reach them all the time."
He said the change was hard to sell to a skeptical employee base at first. "Guitar Hero was very successful, so I had to sit there and make the case. But if you look at Guitar Hero 5, we have nearly a million fans on Facebook. Where else can you find a million people who say, 'I love your product -- please communicate with me?'"
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The apparent subtext that TV might need to get its affairs in order wasn't lost on host Becky Quick, co-host of CNBC's "Squawk Box" show, who rhetorically asked more than once whether she would have a job next year.
"Television is still important," said Dan Rosensweig, president and CEO of Guitar Hero. "People have to re-think how they advertise. At Guitar Hero we took 40% of our budget that used to be on TV and it moved to the Internet. Television is wonderful, but when you have incredible sites like Facebook, you have to be smart with what you do, where your consumer is and how to reach them all the time."
He said the change was hard to sell to a skeptical employee base at first. "Guitar Hero was very successful, so I had to sit there and make the case. But if you look at Guitar Hero 5, we have nearly a million fans on Facebook. Where else can you find a million people who say, 'I love your product -- please communicate with me?'"
Read full article
Tuesday, September 22, 2009
Social Media Measurement Lags Adoption
The vast majority of professionals worldwide are using social technologies for business purposes, according to an August 2009 survey by Mzinga and Babson Executive Education.
Fully 86% of respondents to the survey of professionals from a variety of industries said they had adopted social technologies. Most said they were using the tools for marketing (57%), followed by internal collaboration (39%). Almost three in 10 respondents reported using social technologies for customer service and support.
It was more common for professionals to report devoting employees, either full- or part-time, to working on social media initiatives (57% of respondents) than it was to commit budget dollars for social media (40%).
The top way for professionals to implement social applications was integrated within their Website or another site, mentioned by 61% of respondents. Standalone community sites and third-party widgets were popular among 40% and 39% of professionals, respectively.
Read full article
Fully 86% of respondents to the survey of professionals from a variety of industries said they had adopted social technologies. Most said they were using the tools for marketing (57%), followed by internal collaboration (39%). Almost three in 10 respondents reported using social technologies for customer service and support.
It was more common for professionals to report devoting employees, either full- or part-time, to working on social media initiatives (57% of respondents) than it was to commit budget dollars for social media (40%).
The top way for professionals to implement social applications was integrated within their Website or another site, mentioned by 61% of respondents. Standalone community sites and third-party widgets were popular among 40% and 39% of professionals, respectively.
Read full article
Top Honors for Best of Show Were Awarded to Lapiz and LatinWorks at the 11th Annual Advertising Age Hispanic Creative Advertising Awards
MIAMI, Sept. 21 /PRNewswire-USNewswire/ -- Procter & Gamble's Pepto-Bismol TV campaign "Love and Hate" by Lapiz won Best of Show/Campaign with two TV spots showing food behaving badly with the message "Don't let the food you love hurt you." Lapiz also won a gold and a silver award for the individual spots "Empanada" and "Cheesecake."
Cine Las Americas picked up Best of Show/Single Ad for "Estratosfera", a spot that promoted a Latin film festival by featuring a delusional speech by former Argentine president Carlos Menem promising to create space shuttles to make the point "If this is our reality, imagine our films." Other LatinWorks ads from the same campaign, all featuring zany but genuine footage from Latin American leaders' speeches, won silver and bronze prizes for radio spots "Muro" about Mexico and "Coca" (Venezuela) and a TV silver for "Fujishock" (Peru).
LatinWorks also won a silver award for Mars' Starburst spot "Llama," and two silver magazine and one newspaper bronze prizes for Active Life's campaign against childhood obesity featuring fat toys. Lapiz also won a gold prize for Partnership for a Drug-Free America, and a bronze for Chase bank.
The winners were announced at an awards show September 18th in Miami at the Gusman Center for the Performing Arts, and will be featured in a special report in Advertising Age magazine Sept. 21. All the winning work can be seen on Adage.com. Ad Age conducts the Hispanic Creative Advertising Awards in partnership with the Association of Hispanic Advertising Agencies (AHAA).
Read full article
Cine Las Americas picked up Best of Show/Single Ad for "Estratosfera", a spot that promoted a Latin film festival by featuring a delusional speech by former Argentine president Carlos Menem promising to create space shuttles to make the point "If this is our reality, imagine our films." Other LatinWorks ads from the same campaign, all featuring zany but genuine footage from Latin American leaders' speeches, won silver and bronze prizes for radio spots "Muro" about Mexico and "Coca" (Venezuela) and a TV silver for "Fujishock" (Peru).
LatinWorks also won a silver award for Mars' Starburst spot "Llama," and two silver magazine and one newspaper bronze prizes for Active Life's campaign against childhood obesity featuring fat toys. Lapiz also won a gold prize for Partnership for a Drug-Free America, and a bronze for Chase bank.
The winners were announced at an awards show September 18th in Miami at the Gusman Center for the Performing Arts, and will be featured in a special report in Advertising Age magazine Sept. 21. All the winning work can be seen on Adage.com. Ad Age conducts the Hispanic Creative Advertising Awards in partnership with the Association of Hispanic Advertising Agencies (AHAA).
Read full article
Monday, September 21, 2009
Hispanic Creative Advertising Awards 2009
NEW YORK (AdAge.com) -- The best Hispanic advertising this year cleverly mined cultural insights into Latinos in the U.S. without resorting to stereotypes.
In one of the judges' favorite campaigns entered in Advertising Age's Hispanic Creative Advertising Awards, Comcast's CableLatino and Grupo Gallegos entertainingly demonstrated that if you don't watch TV in your own language, you lose too much of the story. To drive that point home, English-language newscasts were devised with crucial information, like the photograph of an escaped killer or product shots of poisoned food brands, hidden by subtitles.
"It's all about insights into the Spanish-speaking viewer," says Peter Intermaggio, Comcast's senior VP-marketing communications, and one of the four courageous clients who partner with their Hispanic shops on award-winning work (CableLatino won two Golds and a Silver prize). "An essential truth of the Hispanic market is that the viewing experience can be very frustrating, obscured by language difficulties and poor translation. The creative captured that experience."
Other insights were crafted into the two Best of Show winners. From LatinWorks for Cine Las Americas: Latin American reality is so surreal, imagine how good the movies must be. And from Lapiz for Procter & Gamble's Pepto-Bismol: Don't let the food you love hurt you.
This year's winners understand the value of marketing to Hispanics, whether it's the NFL working with Vidal Partnership to court 28 million Hispanic football fans, or the California Milk Processor Board, a dairy supplier in a state where "10 out of 10 new households created will be Hispanic," said John Gallegos, principal at Grupo Gallegos. New advertisers are still entering the market, including Starbucks, with its first Spanish-language print and radio ads from Lopez Negrete Communications.
Read full article
In one of the judges' favorite campaigns entered in Advertising Age's Hispanic Creative Advertising Awards, Comcast's CableLatino and Grupo Gallegos entertainingly demonstrated that if you don't watch TV in your own language, you lose too much of the story. To drive that point home, English-language newscasts were devised with crucial information, like the photograph of an escaped killer or product shots of poisoned food brands, hidden by subtitles.
"It's all about insights into the Spanish-speaking viewer," says Peter Intermaggio, Comcast's senior VP-marketing communications, and one of the four courageous clients who partner with their Hispanic shops on award-winning work (CableLatino won two Golds and a Silver prize). "An essential truth of the Hispanic market is that the viewing experience can be very frustrating, obscured by language difficulties and poor translation. The creative captured that experience."
Other insights were crafted into the two Best of Show winners. From LatinWorks for Cine Las Americas: Latin American reality is so surreal, imagine how good the movies must be. And from Lapiz for Procter & Gamble's Pepto-Bismol: Don't let the food you love hurt you.
This year's winners understand the value of marketing to Hispanics, whether it's the NFL working with Vidal Partnership to court 28 million Hispanic football fans, or the California Milk Processor Board, a dairy supplier in a state where "10 out of 10 new households created will be Hispanic," said John Gallegos, principal at Grupo Gallegos. New advertisers are still entering the market, including Starbucks, with its first Spanish-language print and radio ads from Lopez Negrete Communications.
Read full article
Friday, September 18, 2009
Job Losses in the News Industry Significantly Outpace Losses in the Overall Economy
MCLEAN, Va., Sept. 17 /PRNewswire-HISPANIC PR WIRE/ -- Since the Lehman Bros. collapse last September, the journalism industry lost jobs at almost three times the rate of jobs lost in the economy each month.
UNITY's 2009 Layoff Tracker Report shows an average 22% increase in journalism jobs lost each month from September 2008 through August 2009. In contrast, the economy shed jobs at an average pace of plus 8% each month during the same period.
"The news industry has been hemorrhaging jobs long before the economic crisis began last year," said Onica N. Makwakwa, executive director of UNITY. "These numbers confirm that the economic downturn has hit the news industry very, very hard."
The news industry has shed 35,885 since Sept. 15, 2008, and 46,599 jobs since UNITY began tracking job losses on Jan. 1, 2008.
Industry layoffs hit a peak in December 2008 when 7,398 jobs were lost. Since January 2008, 201 media outlets have closed.
UNITY data also shows sharp spikes during periods when quarterly financial reports from public media companies come due.
"As the news industry shapes a new future and companies battle the financial storm, it's important to remember that it's about people too," said Makwakwa.
UNITY urges news media companies to redouble their retraining efforts to assist staff in making the transition to the new media world.
Read full article
UNITY's 2009 Layoff Tracker Report shows an average 22% increase in journalism jobs lost each month from September 2008 through August 2009. In contrast, the economy shed jobs at an average pace of plus 8% each month during the same period.
"The news industry has been hemorrhaging jobs long before the economic crisis began last year," said Onica N. Makwakwa, executive director of UNITY. "These numbers confirm that the economic downturn has hit the news industry very, very hard."
The news industry has shed 35,885 since Sept. 15, 2008, and 46,599 jobs since UNITY began tracking job losses on Jan. 1, 2008.
Industry layoffs hit a peak in December 2008 when 7,398 jobs were lost. Since January 2008, 201 media outlets have closed.
UNITY data also shows sharp spikes during periods when quarterly financial reports from public media companies come due.
"As the news industry shapes a new future and companies battle the financial storm, it's important to remember that it's about people too," said Makwakwa.
UNITY urges news media companies to redouble their retraining efforts to assist staff in making the transition to the new media world.
Read full article
Thursday, September 17, 2009
Hispanic Cable 2010: Marketers Explore Ways to Drive Dollars to Booming Demo
The 2010 Census is expected to indicate that the U.S. Hispanic population is continuing to grow at a tremendous rate. This has marketing strategists voraciously exploring revenue opportunities targeting Hispanics in the cable marketplace. But unless adequate data is available to track growing viewership, it may be difficult for Hispanic cable to attract big ad dollars, according to a number of Hispanic marketing strategists speaking at a Hispanic cable market conference sponsored by B&C and the Cable Advertising Bureau Sept. 15 in New York.
“Learning from Latinos is really what 2010 should really be about,” said Walton/Isaacson Chief Hispanic Marketing Strategist Rochelle Newman Carrasco. She said Hispanics have done a good job combining their cultural identity with the positive aspect of acculturation. She also tried to debunk the assertion that Hispanic cable is in its infancy, saying “It’s in an evolutionary stage.”
Still, marketing executives believe the market has not yet realized much of its potential programming opportunities. “Hispanic cable still remains very general interest [programming],” said Rick Marroquin, managing director of Mediabrands. “There’s no Food Network, there’s no Logo, there’s no Oxygen.” Marroquin said that when the Census data is released (in 2011), consumers might begin to see more specificity in Hispanic cable.
But the panelists admitted it would be difficult for ad dollars to pick up if metrics can’t properly illustrate how the country’s changing demographics are leading to increased spending by Hispanic cable viewers.
Read full article
“Learning from Latinos is really what 2010 should really be about,” said Walton/Isaacson Chief Hispanic Marketing Strategist Rochelle Newman Carrasco. She said Hispanics have done a good job combining their cultural identity with the positive aspect of acculturation. She also tried to debunk the assertion that Hispanic cable is in its infancy, saying “It’s in an evolutionary stage.”
Still, marketing executives believe the market has not yet realized much of its potential programming opportunities. “Hispanic cable still remains very general interest [programming],” said Rick Marroquin, managing director of Mediabrands. “There’s no Food Network, there’s no Logo, there’s no Oxygen.” Marroquin said that when the Census data is released (in 2011), consumers might begin to see more specificity in Hispanic cable.
But the panelists admitted it would be difficult for ad dollars to pick up if metrics can’t properly illustrate how the country’s changing demographics are leading to increased spending by Hispanic cable viewers.
Read full article
Wednesday, September 16, 2009
Spanish network Estrella launches but will its star shine or fade?
Jay Leno isn't the only one in Burbank taking a big gamble today. LBI Media Inc., a Burbank-based family-owned broadcaster, has picked today to launch a Hispanic television network.
Estrella TV will reach about 70% of the nation's Hispanic television households. LBI Media is the parent of Liberman Broadcasting, which owns several major-market television stations including KRCA Los Angeles. Several other broadcasters including Hearst Television, Belo Corp. and Sunbeam Television have signed on as affiliates.
KRCA has already become something of a presence in the Los Angeles television market as the station has made some inroads on its bigger competitors Univision and Telemundo. Its prime-time ratings jumped 30% in the 18 to 49 demographic in July.
Still, this is hardly the ideal time to launch a new channel, particularly a broadcast network. Besides a tough economy, Univision and NBC Universal's Telemundo are also fairly entrenched and have stronger television stations carrying their programming.
Read full article
Estrella TV will reach about 70% of the nation's Hispanic television households. LBI Media is the parent of Liberman Broadcasting, which owns several major-market television stations including KRCA Los Angeles. Several other broadcasters including Hearst Television, Belo Corp. and Sunbeam Television have signed on as affiliates.
KRCA has already become something of a presence in the Los Angeles television market as the station has made some inroads on its bigger competitors Univision and Telemundo. Its prime-time ratings jumped 30% in the 18 to 49 demographic in July.
Still, this is hardly the ideal time to launch a new channel, particularly a broadcast network. Besides a tough economy, Univision and NBC Universal's Telemundo are also fairly entrenched and have stronger television stations carrying their programming.
Read full article
Tuesday, September 15, 2009
Mobile TV Faces Obstacles
According to data from Mediamark Research & Intelligence (MRI), more than one-fifth of US mobile phone or PDA users are interested in watching live TV on their mobile device.
Respondents to the research firm’s “Survey of the American Consumer” were even more likely to be interested in watching mobile TV if they indicated that they viewed their mobile device as a source of entertainment—46.9% of such consumers said so.
When it came to paying for mobile TV services, however, consumers were markedly less enthusiastic. Only 13.5% of all respondents said they would pay a subscription fee for mobile TV, and even among respondents who said mobile was a source of entertainment, the figure was just 34.5%. In addition, more than 70% of respondents found ads on mobile phones and PDAs annoying, though some were willing to view them in exchange for lower monthly costs.
Read full article
Respondents to the research firm’s “Survey of the American Consumer” were even more likely to be interested in watching mobile TV if they indicated that they viewed their mobile device as a source of entertainment—46.9% of such consumers said so.
When it came to paying for mobile TV services, however, consumers were markedly less enthusiastic. Only 13.5% of all respondents said they would pay a subscription fee for mobile TV, and even among respondents who said mobile was a source of entertainment, the figure was just 34.5%. In addition, more than 70% of respondents found ads on mobile phones and PDAs annoying, though some were willing to view them in exchange for lower monthly costs.
Read full article
Monday, September 14, 2009
Ad Shift Throws Blogs a Business Lifeline
SAN FRANCISCO — Lisa Sugar began blogging about celebrity gossip in her spare time four years ago. Now she and her husband, Brian, have a little media empire called, sensibly enough, Sugar Inc., with 12 blogs, 11 million readers a month and advertisers like Chanel and Sony.
The dream of quitting the day job and making a living from blog revenue has proved to be far-fetched for most bloggers. But a few entrepreneurs, like the Sugars, have found success in blog networks.
Such networks put blogs on various topics under some form of central control, like a digital-era Condé Nast. Though they do not command nearly the same ad rates that glossy magazines do, they are attracting ad dollars while magazines are losing them.
Sugar’s ad revenue increased 20 percent in the first half of the year, and the company is on track to double its revenue and turn a profit this year, said Mr. Sugar, the company’s chief executive. Gawker Media, one of the earliest and biggest blog networks, reported that ad revenue was up 45 percent in the first half of this year.
Read full article
The dream of quitting the day job and making a living from blog revenue has proved to be far-fetched for most bloggers. But a few entrepreneurs, like the Sugars, have found success in blog networks.
Such networks put blogs on various topics under some form of central control, like a digital-era Condé Nast. Though they do not command nearly the same ad rates that glossy magazines do, they are attracting ad dollars while magazines are losing them.
Sugar’s ad revenue increased 20 percent in the first half of the year, and the company is on track to double its revenue and turn a profit this year, said Mr. Sugar, the company’s chief executive. Gawker Media, one of the earliest and biggest blog networks, reported that ad revenue was up 45 percent in the first half of this year.
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Top 100 b-to-b advertisers cut spending 10.2%
Forced to slash marketing budgets as the economy collapsed, the top 100 b-to-b advertisers spent an estimated $5.03 billion on media last year, down 10.2% from $5.60 billion in 2007, according to a BtoB analysis of ad spending data from TNS Media Intelligence.
All b-to-b ad spending totaled $9.95 billion last year, down 12.5% from $11.37 billion in 2007.
The figures include estimated spending on business magazines, consumer magazines, newspapers, TV, radio, online and outdoor.
B-to-b advertisers cut spending in nearly all media categories last year. Most notably, spending by the top 100 advertisers was down 43.7% in Sunday magazines; down 33.4% on local radio; down 21.4% in national newspapers; and down 11.1% in business publications.
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All b-to-b ad spending totaled $9.95 billion last year, down 12.5% from $11.37 billion in 2007.
The figures include estimated spending on business magazines, consumer magazines, newspapers, TV, radio, online and outdoor.
B-to-b advertisers cut spending in nearly all media categories last year. Most notably, spending by the top 100 advertisers was down 43.7% in Sunday magazines; down 33.4% on local radio; down 21.4% in national newspapers; and down 11.1% in business publications.
Read full article
Friday, September 11, 2009
Online Publishers Get Social
I recently had the opportunity to chat with Kevin Conroy, president of Univision Interactive Media, and Mark Lopez, COO of Terra Networks, about the current state of the Hispanic online market and how the each company is responding to the fact that Hispanics are extremely engaged with social media.
Both Mark and Kevin are upbeat about the market and acknowledge that the key to effectively providing value to Hispanics online is being able to tap into their strong cultural propensity to share with one another. That said, many advertisers have been hesitant to invest in online advertising within a social context representing a challenge for Hispanic online publishers.
Hispanics are in the online driver's seat
Kevin, a long-term executive of AOL, joined Univision early this year and was "blown away by the opportunity" to join the company. "I see the Univision brand more like a consumer products brand than a media brand," he explained. "We have a unique opportunity to leverage our relationship with Hispanics to endorse other brands." Kevin has implemented many changes at Univision.com but the addition of direct links on the Univision.com page to Yahoo Mail, Hotmail, Facebook and other third-party providers represents a radical shift for the company. He points out that "there is a culture of family and sharing" among online Hispanics and that Univision "is striving to redefine the circle of online activity." Univision, he says, "embraces today's online behavior and gives its users easy access to the things they want."
Read full article
Both Mark and Kevin are upbeat about the market and acknowledge that the key to effectively providing value to Hispanics online is being able to tap into their strong cultural propensity to share with one another. That said, many advertisers have been hesitant to invest in online advertising within a social context representing a challenge for Hispanic online publishers.
Hispanics are in the online driver's seat
Kevin, a long-term executive of AOL, joined Univision early this year and was "blown away by the opportunity" to join the company. "I see the Univision brand more like a consumer products brand than a media brand," he explained. "We have a unique opportunity to leverage our relationship with Hispanics to endorse other brands." Kevin has implemented many changes at Univision.com but the addition of direct links on the Univision.com page to Yahoo Mail, Hotmail, Facebook and other third-party providers represents a radical shift for the company. He points out that "there is a culture of family and sharing" among online Hispanics and that Univision "is striving to redefine the circle of online activity." Univision, he says, "embraces today's online behavior and gives its users easy access to the things they want."
Read full article
Twitter expands rules to allow advertising
LOS ANGELES (Reuters) - Twitter, the fast-growing microblogging site now seeking ways to make money, expanded its terms for users on Thursday to allow advertisers to reach the Internet site's more than 45 million monthly visitors.
Twitter, the two-year-old venture capital-backed company that lets people send an unlimited number of 140-character messages, is just now beginning to ramp up efforts to monetize, or gain revenue from, its popular site.
On Thursday, it revised its "terms of service" to specify that it may run ads.
"We leave the door open for advertising. We'd like to keep our options open, as we've said before," founder Biz Stone wrote on Twitter's official blog. blog.twitter.com/
Read full article
Twitter, the two-year-old venture capital-backed company that lets people send an unlimited number of 140-character messages, is just now beginning to ramp up efforts to monetize, or gain revenue from, its popular site.
On Thursday, it revised its "terms of service" to specify that it may run ads.
"We leave the door open for advertising. We'd like to keep our options open, as we've said before," founder Biz Stone wrote on Twitter's official blog. blog.twitter.com/
Read full article
Thursday, September 10, 2009
Google developing a micropayment platform and pitching newspapers: “‘Open’ need not mean free”
Google is developing a micropayment platform that will be “available to both Google and non-Google properties within the next year,” according to a document the company submitted to the Newspaper Association of America. The system, an extension of Google Checkout, would be a new and unexpected option for the news industry as it considers how to charge for content online.
The revelation comes in an eight-page response to the NAA’s request for paid-content proposals, which it extended to several major technology companies and startups. It’s surprising, given the newspaper industry’s tenuous relationship with Google, that the company was involved at all.
In the document, Google outlines its “vision of a premium content ecosystem” that includes subscriptions across multiple news sites, syndication on third-party sites, accessibility to search, and various payment options, including small fees for access to individual pieces of content (known as micropayments). The company says:
Read full article
The revelation comes in an eight-page response to the NAA’s request for paid-content proposals, which it extended to several major technology companies and startups. It’s surprising, given the newspaper industry’s tenuous relationship with Google, that the company was involved at all.
In the document, Google outlines its “vision of a premium content ecosystem” that includes subscriptions across multiple news sites, syndication on third-party sites, accessibility to search, and various payment options, including small fees for access to individual pieces of content (known as micropayments). The company says:
Read full article
Wednesday, September 9, 2009
The PC is becoming the new TV, survey shows
If you're watching more TV on your computer these days -- and less on an actual TV -- you're not alone.
A survey by the nonprofit Conference Board released Tuesday showed that nearly a quarter of households in the U.S. now view television programs online. That's up from 20% last year.
The quarterly Consumer Internet Barometer survey found that news shows were watched by 43% of online viewers, followed by sitcoms, comedies and dramas, watched by 35%. Slightly less than 20% viewed reality shows online, and 18% took in sports.
Read full article
A survey by the nonprofit Conference Board released Tuesday showed that nearly a quarter of households in the U.S. now view television programs online. That's up from 20% last year.
The quarterly Consumer Internet Barometer survey found that news shows were watched by 43% of online viewers, followed by sitcoms, comedies and dramas, watched by 35%. Slightly less than 20% viewed reality shows online, and 18% took in sports.
Read full article
Tuesday, September 8, 2009
Online, Mobile Ad Revenues Set to Climb
Online advertising revenues will creep upward in 2009 only to drop in 2010 before recovering, predicts the Yankee Group in its “2009 Advertising Forecast: Getting the Consumer’s Attention.”
The research firm pegs 2009 online ad revenues at $23.63 billion, a 1.8% year-over-year increase. In 2013 revenues will surpass $31 billion.
Yankee Group attributes the up-down forecast for the next two years to the combination of increasing user attention, booming search advertising and falling ad prices due to inventory oversupply.
Read full article
The research firm pegs 2009 online ad revenues at $23.63 billion, a 1.8% year-over-year increase. In 2013 revenues will surpass $31 billion.
Yankee Group attributes the up-down forecast for the next two years to the combination of increasing user attention, booming search advertising and falling ad prices due to inventory oversupply.
Read full article
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