Page 36 - HMO 2019-edit

HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
But, of the most recent entrants into the U.S. Hispanic market, there’s one that stands out for
Constanza.
“We can attest that AARP is doing it right,” she says.
This year, AARP is the winner of the CMC Marketer of the Year Award.
Yes, they work with d expósito & Partners. Even if they weren’t, they’d have Constanza’s attention for one reason – “they are doing it right.”
She continues, “Another advertiser that we are very proud of the work being done with the Latino audience is Amica Mutual Insurance. Amica entered the market doing the right thing – first conducting research, ensuring the development of highly relevant messaging, setting up their back-end with a fully bilingual telemarketing team, then testing a couple of markets and, eventually, rolling out nationally.”
Amica is also engaging at the community level and with other major connection points that are important aspects of Hispanic’s daily life, like music and sports.
While Amica and AARP are singled out for their efforts in the U.S. Hispanic market, a brand steward’s media choice has become a hot topic in the radio and TV industry.
Constanza is well aware of the rapidly changing media habits of all Americans, with Hispanics in the forefront of this evolution to direct-to-consumer audio and visual vehicles.
“We are facing the most transformative time in the history of the advertising industry and as a segment of this industry we are not immune to this transformation,” she says. “These social media giants all have universal and global appeal. As such, our Latino audience highly engages with them and sometimes even over-indexes in terms of social media usage. However, it is critical to point out that traditional media is not only losing audience and revenue to the big technology giants but also to OTT, programmatic, audio and video streaming, and even the smaller screens. This, compounded with the fact that, now more than ever, advertisers are being more careful with their advertising resources, it is no surprise that someone will suffer. Unfortunately, in this case, since legacy media used to command the bulk of the advertising dollars, they are feeling it the most.”
As it turns out, we’re in “the era of reinvention.” As such, Constanza believes that now is the time for the traditional Hispanic targeted media to be creative and identify opportunities to continue to expand their content in those environments via a monetization arrangement. “Hispanic media has very rich and highly relevant content that can be attractive to the big digital companies,” she says.
AN END TO HOMOGENY
What's the biggest thing Constanza sees that everybody "gets wrong"? She can’t narrow it down to just one thing.
“There is, without a doubt, more than one thing that many are getting wrong about understanding the Hispanic consumer,” she says. “The most obvious is the belief that this is a homogenous segment. We come from 21 countries, each with its own nuances and rich cultures which translate to traditions, food