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2017 Hispanic Social Marketing Report
“Alongside that, we start looking to match to content preferences,” Rios says. “We are after the audience, wherever the audience might be.”
For example, a Latina mom may go to a blog such as Los Tweens and Teens. Then, she’ll go to other websites. Pulpo will literally follow her into these other sites, and start the data mining.
How does that happen? Pulpo gathers the data from online users who opt-in to the measurement process. A cookie that gives Pulpo first-behavioral data is then utilized, while transactional data is added to the mix, as in the case with one retail client.
The largest players in the U.S. advertising world are warming to this, Rios says.
“Large agencies such as Group M understand that you are not culturally connecting to the audience if you don’t use Hispanic media,” he notes.
Thus, the conversation being had with the brand director or CMO is simple: Here’s the shopper behavior and here is the path to purchase.
“It is something that is trending, especially when we start talking about programmatic,” Rios says. “We are offering [full] data that has been enriched with transactional data and with a propensity model.”
Making Headway For Latino Consumers
On April 1 Entravision will complete its purchase of Headway, a provider of mobile, programmatic, data and performance digital marketing solutions primarily in the U.S., Mexico and Latin America.
Liberman is very excited about the addition of Headway to Entravision’s stable of research and advertising-focused offerings. “They are the No. 1 programmatic company in Latin America, with exclusive arrangements with the media. Their strength there, and what we do in the U.S., can give us a robust platform to go after Latinos across the Americas.”
What is of particular interest to Liberman is Headway’s exclusivity with a data-capturing database. He explains that the Pulpo database will be merged into the larger Headway database, providing more granular data to clients.
Rios believes it’s a win-win deal, as Entravision did not have a strong presence in Latin America, and Headway does not have a strong presence in the U.S. With media planning for such ad industry giants as WPP, Starcom, Havas, Group M in Mexico being shared with their counterparts in the U.S., the marriage makes more sense than in the past.
From The Garaje To Online Latinos