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2017 Hispanic Social Marketing Report
with Latinos over generations will only continue to grow.
HMO ● DIGITAL MEDIA SOLUTIONS
A SOCIAL SOLUTION FOR INCREASING SALES
With offices in the U.S., Argentina and Mexico, Pulpo Media has found success as an online Audience Network that offers targeted marketing and digital media solutions for clients seeing online Hispanic consumers.
With brands such as Kellogg’s, Nike, General Mills, and Best Buy among its clients, the Entravision Communications-owned company has one goal in mind for its clients: getting them to understand that they need a strong and culturally relevant digital ad approach.
Leading this push for Pulpo is its EVP/Digital, Franklin Rios,
who also serves as president of another Entravision-owned entity, Luminar.
Working in concert with Entravision President/COO Jeff Liberman, Rios is helping advertisers and brand managers to specifically target Hispanics through online initiatives that are all about connections.
“When we think about the U.S. Latino audience for digital, we do not separate a Spanish speaker from a bilingual Hispanic or the English-dominant audience,” Rios says. “We reach, we connect with, and we touch the U.S. Hispanic digital consumer online, regardless of language.”
Here’s how it works: If a brand is interested in specific Latino segmentation, the brand will give Pulpo a brief and note that it seeking to reach a particular audience. The Pulpo team will then go and rely on data to provide the best path for a digital marketing solution.
These efforts include the use of first-party data. Rios says, “With third-party data you are guessing a lot and making a lot of assumptions. We are No. 1 in comScore when it comes to reach, and we have a tremendous amount of data. We then look at the data and look it in a transactional view.”
Pulpo then matches that data to the “cookie” data.
“All of a sudden, if you are an attentive car buyer or a mother shopping for Huggies, all of a sudden we have an index and can be very precise in our target,” Rios says.
A third component to Pulpo’s abilities, Liberman adds, is its “extensive” publisher’s network, enabling Pulpo to aggregate these websites and accomplish advertiser goals.