Tag Archives: Latino advertising

Hispanic Thought Leaders 2016 Report Released

The 2016 Hispanic CMO Hispanic Thought Leaders white paper,  produced by Adam R Jacobson exclusively from HispanicAd.com, is now available for free download at HispanicCMO.com.

This year’s report again tackles the topic of “total market” — and how our honored thought leaders have changed how they accomplish their goals both through internal restructurings of the marketing and brand management teams, and from a reimagining of how multicultural agencies influence and direct a brand’s overall message.

Our eight Thought Leaders are champions of Hispanic marketing, singled out by a team of professionals led by Gilbert Dávila, Chair of the ANA Multicultural Marketing & Diversity Committee.

The report opens with a report on “total market” reaction, and action, on the agency level. We speak with Alma Co-President/COO Isaac Mizrahi and López Negrete Communications founder and President/CEO Alex López Negrete to get their unique views on how their respective shops have embraced — or rejected — “total market” approaches. López Negrete is especially vehement in his opposition to “total market” techniques seen in recent years.

The 2016 Hispanic CMO Thought Leaders Report is presented by López Negrete Communications.

The release of the 2016 Hispanic CMO Thought Leaders Report is tied to the ANA Multicultural Marketing & Diversity Conference, 18th annual ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. The event is October 9-10, at the JW Marriott Los Angeles at L.A. Live.

Pulpo/ThinkNow: Nearly 3 In 4 Lower-Acculturated Hispanics Are Tablet Users

By Adam R Jacobson

Some 72% of lower-acculturated Hispanics are tablet owners who use the device to go online and access apps, making them more likely than acculturated Hispanics to use this type of device to access the internet.

 

That’s just one of the key findings revealed yesterday in a webinar presentation focused on the behavior of online Hispanics from Entravision Communications-owned Pulpo Media, a digital advertising platform.

 

Yet, acculturation is not a factor when it comes to the desire of mobile online Hispanics to download a Spanish-language app. According to Pulpo, which partnered with ThinkNow Research, all mobile online Hispanics would download a Spanish-language app.

 

Pulpo offered no insight into what type of Spanish-language app those surveyed would like on their tablet or smartphone. However, all Hispanics queried noted that game apps, social networking apps, and music apps were the most popular types to be downloaded. The types of apps downloaded the fewest number of time among the Hispanics surveyed include travel, sports and business.

 

While lower-acculturated Hispanics are most likely to use a tablet to access a mobile app, it should be noted that some 15.8 million tablet owners are mobile online users. This compares to some 27.6 million smartphone users who are mobile online users.

 

With some 46.3 million Hispanic mobile phone users, this illustrates a gap between what may be available to this consumer group and what is within their monthly budget for the services they wish to receive. Tablets offer easier online access to multiple family members, as the devices are more likely to be shared than a smartphone. The cost for going online could be tied to a home internet package, or access could be gained through a public wi-fi network. In contrast, smartphone use among some Hispanics could be through a pay-as-you-go service, therefore limiting the level of services available on their phones. Furthermore, some Hispanics may have data limits on their plan, and may not wish to deal with overage costs through the continued access of mobile online apps.

 

Early Prime The Right Time

 

While social media has determined that the hour just before lunch is the best time for marketers and PR professionals to reach people on Twitter and Facebook, Pulpo and ThinkNow research shows that the top app engagement time is between 6pm and 9pm.

 

No insight was presented as to why this time frame was the most popular for app users. However, it is likely that many Hispanics are using these devices pre- and post-dinner time to catch up on the news, information and entertainment they may have missed while on the job all day.

 

How many apps on average do Hispanics have on their mobile devices?

 

According to Pulpo and ThinkNow, Hispanic mobile online users average 29 total apps across all devices. Among Hispanic mobile online users aged 18-34, an average of 33 total apps can be found across all devices.

 

 

HISPANIC MARKET OVERVIEW – 2012 Now Archived

The 2012 edition of the Hispanic Market Overview, the third in a series of annual reports produced by longtime U.S. Hispanic market journalist and market research specialist Adam R Jacobson, has been archived and is available for free download thanks to presenting sponsor Lopez Negrete Communications.

The report is distributed by The Adam R Jacobson Editorial Services and Research Consultancy via a partnership with HispanicAd.com, the tool for the Hispanic advertising and media professional.

The annual Hispanic Market Overview offers marketers and advertisers and advertising agency executives and junior staff a clear, concise snapshot of the state of the U.S. Hispanic market. A review of advertising expenditures and the Spanish-language media those budgets go to is featured throughout the report.

View the report here.

 

America’s Latino Future: 2015 and Beyond

American University alumni in South Florida  on October 5, 2010 enjoyed the first in a series of business, networking and social events. In America’s Latino Future: 2015 and Beyond, a select group of individuals got a sneak peek at the changing complexion of the U.S. population and how marketers and media have reacted.

Hosted by Adam Jacobson, SOC/BA ’94, Arthur Rockwell of Geoscape joined Luigi Bellizzi of Grupo Latino de Radio in an engaging conversation about where the nation’s Latino population is headed – and how media companies and advertisers should react.

Rockwell offered a PowerPoint presentation to all participants. To download your complimentary copy, click here.

For more on American University, contact Melissa Blevins in the office of alumni relations at 202-885-5933.

“Optimism Over Fear” – A Recipe For 2010

“Communicate aspirations, positive thoughts and optimism.”

That’s the key advice to marketers and advertising agency executive Luis Miguel Messianu, COO of South Florida-based agency Alma DDB, has to offer.

Speaking January 22 at a Versailles Breakfast Club event in Miami’s Little Havana, Messianu began his presentation by outlining the “lacks” of 2009.

Specifically, Messianu looks back at the last 12 months by pointing out:

* Lack of prosperity and Lack of Jobs

* Lack of credit and Lack of confidence

* Lack of loyalty

* Lack of compensation

Speaking of the anemic job market, Messianu notes that those out of work must pursue career reinvention or chase their “real dreams.”

Additionally, the Alma DDB head sees a confidence crisis – another unfortunate result of the 2008-09 economic downturn.

“If anything, this economic downturn has been an eye-opener and sending people back to basics,” Messianu says.

First, he believes a brand manager or CMO should be actively rebuilding loyalty, and points to the automotive industry as the first sector to actively tackle the challenge.

Hyundai grew its market share by 14 percent in 2009, he notes, and was the lone automotive company to see improved market share last year. It was also the only car maker to offer a return-your-vehicle-at-no-penalty program for those who lost their jobs in 2009.

That being said, the economic downturn has affected consumer behavior – to some extent, at least.

“The reality is we need to continue to live, and consumers need to consume. But what they consume will be different.”

Alma DDB client McDonald’s typically promoted convenience, “fast food” and its “breakfast on the go” concepts in its creative. As a Hispanic agency of record for the quick service restaurant since 1994, messaging created by Alma DDB has taken the approach that “it’s about the extra snooze because McDonald’s is putting together breakfast for you.”

Arriving at that approach to targeting Latino consumers came after Messianu realized that insights only go so far when examining customer behavior. “It is the way you interpret that observation that matters,” he says. “It’s about synergy … but it is also about relevance.”

Quoting Albert Einstein, Messianu pointed out that the greatest inventions come out of times of crisis, and that unconventional approaches can yield great ideas and actionable plans.

Getting to that point goes back to optimism, Messianu says.

“Change your outlook, and gain control of the situation,” he says. “We are in the business of optimism, and of creating dreams. Optimism allows for the creation of a better environment in which to nurture ideas.”

“We are in the business of optimism, and of creating dreams. Optimism allows for the creation of a better environment in which to nurture ideas.”

Messianu believes that the best advertising connects with what is happening in real life. To illustrate, he played several McDonald’s television commercials that clearly hit on several Latino touchpoints.

In one humorous spot for the Golden Arches, a group of Hispanic young men are in a car running on empty; the passengers are spotting the cheapest gas station by calling out the per-gallon price. Suddenly from the back seat someone calls out “one dollar,” and the car slams to a halt. However, it’s not $1 a gallon gas that has grabbed the guys’ attention. Instead, it’s a McDonald’s sign promoting a $1 Dollar Menu item. The spot ends with the nourished guys pushing the car to the nearest gas station.

Putting a spin on a depressing topic, the War in Iraq, another spot features a father and daughter at a train station enjoying Chicken McNuggets. With one McNugget left, the daughter saves it for her mom, who has just returned from the Persian Gulf and has disembarked an arriving train.

In a third spot – one that puts a spin on Latina empowerment – a woman in an office who frets of being laid off is promoted and awarded with a corner office. McDonald’s take-out is part of the congratulatory efforts from co-workers.

“These spots again speak to the fact that we are in the business of aspirations,” Messianu says.

And by aspiring to be positive and forward-thinking, cyncism and pessimism can be conquered in the months ahead.

Adam R Jacobson