Agency

With the continued melding of the Hispanic population with the U.S. culture at large, its led to a new buzzword for marketers to use when implementing their advertising strategies: ‘Total Market Approach.

Programmatic technology and precise digital metrics will change the way multicultural marketing dollars are spent, expert says.

Rather, the quintet of marketers at B&C and Multichannel News’ Hispanic TV Summit Marketing Roundtable, “Driving Growth of Hispanic Audiences,” all described a relentless need to refine their methods.

The array of platforms is vast, many of them with as yet unwritten rules. And it’s tricky to make programming broad enough for a wide audience, while also localizing it in a meaningful way for the various Latin American nationalities.

The sports roundtable at B&C/Multichannel’s Hispanic TV Summit didn’t see the abundance of sports as competition for soccer and the eyes of U.S. Hispanic viewers.

A panel of top Hispanic network executives said passion for the game and announcer enthusiasm help drive viewers to watch La Liga MX matches.

With a growing base of younger enthusiasts in the U.S., soccer is poised to make a big splash on television in the coming years.

At the center of the discussion about social responsibility on TV, storytelling and reaching young Hispanic audiences was Los Jets, the NUVOtv docuseries based on Paul Cuadros’ book, A Home on the Field.

As it moves toward a network transformation, mun2 will continue to add more linear properties and digital content from NBC Sports.

Programmers and distributors looking to reach Hispanic viewers will have to employ a multitude of strategies including providing multi-language and culturally-relevant programming on numerous distribution platforms to be successful, according to panelists speaking at Thursday’s Hispanic Tv Summit.

iHeartMedia announced that it’s taking the power of its hugely successful iHeartRadio Music Festival to Latin music fans with its first-ever iHeartRadio Fiesta Latina.

Spanish Broadcasting System announced the appointment of Eric Garcia as Revenue Chief of our Radio division.

Consumer packaged goods (CPG) brands have all but perfected the art of gathering consumer data.

Laura Termini, actress, entrepreneur and founder of CHICANOL.com a platform with 6 years developing digital campaigns for the general market , and Rory Lassanske creator of MamaContemporanea , has finalized a strategic alliance with Dospuntouno digital agency, with extensive experience of digital strategies in Latin America, to create SOMOSmedia, a joint venture of SOMOSentertainment and Dospuntouno

Twenty five companies have been selected as finalists, across 10 categories, in the ANA’s (Association of National Advertisers) 2014 Multicultural Excellence Awards. The award program recognizes marketers that produced industry leading multicultural advertising campaigns between June 2013 and June 2014.

impreMedia launched ChicaFresh.com, its new digital platform for “Latinas with attitude.”

Cisneros Media announced the appointment of Marcello Coltro as Executive Vice President of Content Distribution. 

In 2014, North America will remain the largest single contributor to the global ad economy and represent 35.6% of the worldwide total, eMarketer estimates, as regional spending reaches $193.86 billion. Though faster-growing markets—notably Asia-Pacific and Latin America—are gradually gaining share, between now and 2018 those increases will come chiefly at the cost of Western Europe, while North America’s share will be essentially constant.

Gravity Media announced the release of a white paper discussing marketing and communications opportunities for healthcare providers in the wake of the Affordable Care Act reforms and the necessity that outreach methods be tailored to diverse audiences.

The Hispanic Public Relations Association’s New York Chapter (HPRA-NY) executive board announced the winners of the HPRA-NY 2014 Scholarship Program.