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2017 Hispanic Social Marketing Report
overindex for mobile consumption and that they also have a higher smartphone penetration than the general market. From the Facebook perspective, 98% of Hispanic affinity audience is on mobile—and on Facebook.
“The only way to measure members of our Hispanic affinity audience is on mobile,” Martinez continues. “With Messenger, from a Hispanic affinity perspective, we have known that they have overindexed in using the app as an utility — to communicate with friends and family across the U.S. and abroad. There will definitely be opportunities for brand-building on Messenger. The Monetization platform is still in its infancy, and we’re refining some of those solutions.”
Thus, get ready for more ways one can interact with the online mobile-first Latino. Facebook will be waiting for you.
HMO ● KEY PLATFORMS
TACKLING ‘GENERATION M’
NBCUniversal Telemundo Enterprises may be thought of first and foremost as the parent of some of Hispanic television’s most-watched TV networks – the over-the-air Telemundo and pay-TV NBC Universo offerings.
But NBCUniversal’s Hispanic arm is very much a digital player, and Peter Blacker, EVP/Digital Media & Emerging Business, is making sure advertisers and CMOs take notice of what it has to offer.
Blacker says he’s been focused on the multicultural market and multiplatform arena “since before it was cool to talk about it.” However, the last two years have seen him place a laser focus on social marketing efforts that would be integrated with the talent, content and overall assets seen across Telemundo.
These efforts are centered around the desire to fully bring marketers to “Generation M” – the mobile millennial multicultural.
“That group, for us, needs to be communicated to and connected with in very platform-specific experiences,” Blacker says. “For example, while we have a hit show on at 10pm, we are just as concerned as how that program performs on TV as it does on its Instagram account, or on its YouTube channel, or on its social platforms otherwise.”
He adds that NBCUniversal’s Telemundo unit looks at these things holistically, “because we know that this audience is
watching this across multiple platforms.”
Blacker also reiterates what other social marketing pros have said regarding how video content delivered online should reflect the medium and the consumer.