World's Largest Online Hispanic Media
to Launch a Marketing Campaign
For the first time ever, the world's largest online Hispanic media
companies, including AOL Latino, MSN Latino, Terra Networks, Univision.com,
Yahoo! en Espanol, and others, have united to launch a marketing campaign
targeted at industry leaders in the Hispanic advertising community.
The objective of this campaign is to raise awareness of interactive
as a vital medium for reaching this dominant, mainstream audience.
According to comScore Media Metrix, in January 2005, there were 13.8
million active U.S. Hispanics online with 24 year-old and younger
consumers accounting for 49% of the total online audience; this compared
to 30% within the general online population. Hispanics in the U.S.
view 19% more pages per usage day and spend 13% more time per usage
day online than the general U.S. market.
The companies, all members of the Interactive Advertising Bureau's
(IAB) Hispanic Committee, have selected Tapestry, Starcom IP, and
Lapiz, all part of the Publicis Groupe, as Agency of Record.
"Competing online media companies banding together to launch
a targeted campaign, especially in a market as competitive as the
Hispanic sector, is truly unprecedented," said Greg Stuart, president
and CEO, IAB. "This historic initiative is just another example
of the online industry's focused commitment to growing the industry
above all else."
"This project demanded an agency that deeply understands the
online marketplace, the nuances of trade marketing and the Hispanic
audience," said Liz Sarachek, Chair of the IAB Hispanic Committee's
Marketing Sub-Committee and Executive Director, Sales, Yahoo! en Espanol.
"We are confident the agencies from Publicis Groupe will do an
excellent job in developing and executing a campaign that speaks to
all of this and we also expect this to be a strong complement to individual
member company efforts in this area."
Tapestry and Starcom IP will lead the Hispanic online efforts providing
strategic and tactical contact direction, while Lapiz will provide
creative services. The agencies are working on a pro-bono basis and
were selected after a formal agency review process. The campaign is
expected to focus on positioning interactive as a vital medium for
marketers to reach the Hispanic consumers. Work on the campaign will
commence immediately and is expected to launch with online, print,
and direct response media in the second half of 2005.
"The Hispanic community is a major force in our economy and culture
and we are seeing this strength carry-over into the online world.
We are very excited for the opportunity to help Hispanic marketers
identify the online space as an innovative and powerful tool in connecting
with their ever-demanding consumer" commented Monica Gadsby,
CEO of Tapestry, named as one of "the savviest shops for Hispanic
online" (Adage.com 2/4/05) by Marketers and Hispanic website
"The Hispanic online market is really starting to pick up speed
and we are very excited to help take it to the next step via this
groundbreaking campaign. Our agencies are perfectly positioned to
tap into the appropriate themes and messaging that will resonate with
Hispanic marketers in order to help them learn how they can fully
utilize all the opportunities afforded by online advertising,"
said Manuel Garcia, Director, New Business Development, Lapiz Integrated
© CONTACTO Magazine
Published on March 25, 2005
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