Hispanic TV Summit: Starcom Agencies Connect Messages in Myriad Ways

By: Mike Reynolds

During an advertising keynote conversation, Lia Silkworth and Marla Skiko were asked “What’s Next?” relative to traditional TV and digital media in the Hispanic advertising community.

Their response: continued customization as the proliferation of devices ensues unabated.

Skiko, executive vice president, director of digital innovation at SMG Multicultural, a unit of StarCom MediaVest Group, noted that the agency must remain innovative because Latinos are quick to adapt to technological advances.

Citing the “badge value” the group feels with being first to own new devices and their strong engagement in social media, “Hispanics spend an extra two to three hours per month with video on multiple screens,” Skiko said during the Hispanic Summit, presented by Multichannel News and B&C. “That sets the stage for discussion and client opportunities…There are so many more ways to connect on relevant screens.”

Silkworth, executive vice president, managing director of Tapestry, a division of SMG Multicultural under the StarCom MediaVest Group umbrella, said the various devices and splintering of video consumption presents the agency with more challenges that yield opportunities to connect ad messaging in different ways.

‘This demands that we invent new models for consumers and take an active approach for clients, so we as an agency can stay one, two, three steps ahead,” Silkworth said, adding that some of the methods are small and don’t yet  have scale, but still connect to consumers in the right way. “That’s the balance” the agency must navigate,” she said.

Silkworth said that while clients are still buying TV as a principal connection point with consumers, such schedules do not necessarily reflect the way consumers engage with video today: “We want texture and depth to add to the experience of the consumer. TV is not going away, but we have to supplement it, to make it better.”

Skiko said there are many opportunities because consumers are leaning in while watching TV. “We’re  watching how the consumer interacts. Twitter acquired BlueFin and Trendrr. We’re watching a lot of Trendr data. Hispanic programs are at the top of those lists. Hispanics are spending a  lot of time Tweeting  while they’re engaged  on TV and on their devices. It’s not a matter  of  TV or [Twitter]. It’s and [Twitter].”

The conversation veered toward the multiple touchpoints and interactive communities surrounding Orgullusa, a P&G-owned digital program that empowers Latinas to feel confident about their personal appearance, style and homes with the help of a number of the packaged good giant’s brands, and ComidaKraft, a food/cooking/kitchen portal that ties in Kraft and links to FaceBook and Twitter.

Both women talked about the advent of ESPN Sync, a second-screen experience from ESPN Deportes  for live sporting events that began with the Sept. 14 boxing match between Floyd Mayweather and Canelo Alvarez, as a means to link consumers to how they engage with sports.

The worldwide leader teamed with Tapestry in signing multiple brands to exclusive, year-long advertising pacts on ESPN Sync.

The first Spanish-language Web-based app, ESPN Sync triggers interaction before, during and after sporting events by featuring live streams focusing on analysis and discussion; a timeline with real-time scores and stats that allows users to interact synchronously with the event; and videos, polling and trivia.  All of this will occur as users remain connected to the social media world.

ESPN Sync is available at www.espnsync.com on iOS, Android or Windows platforms without the need to download any supporting software.

Barry Frey, president and CEO, Digital Place-based Advertising Association, served as the moderator of the “What’s Next?” panel.

Courtesy of Broadcasting & Cable / Multichannel News