Page 39 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
A BIGGER DIGITAL CONNECTOR FOR THE U.S. HISPANIC MARKETER
Since 1984, New York-based Ralph Paniagua has made his mark as a leading Hispanic marketing, promotions and content provider focused on entertainment and sports, serving as co-chair and development officer for Atlantino.
He’s also known for his time at the New York Daily News, in particular as co-publisher of its pioneering English-language Hispanic-targeted VIVA NEW YORK magazine.
Now, he’s teamed up with VIVA sales and marketing head Joe Anzalone and has brought on Robert Armband as a Chicago-based Midwest rep for the launch of Viva Spectrum — “an opportunity for marketers to connect with Latinos across all media with a private marketplace at the center of a 360-degree platform,” Paniagua tells Hispanic Market Overview. It’s a programmatic buying platform expressly for reaching Hispanics, and Paniagua says it’s comprised of a network of publishers “generating millions of impressions from U.S. Latinos.” Viva Spectrum is intent on targeting them efficiently through two key consumer traits: nation of heritage and acculturation level.
Viva Spectrum’s birth is directly tied to the 30-plus years of Paniagua has had targeting the bilingual Latino. With digital targeting better than ever, Paniagua some 3 1⁄2 years ago moved to launch the programmatic platform. Enter Tom Brown, Executive VP at Ora TV — a television production studio and on-demand digital television network launched in 2012 by television host Larry King and funded by América Móvil, a business venture of Mexican billionaire Carlos Slim. Viva Spectrum was helping Ora TV with inventory, and Brown was approached by Paniagua with the idea for broadening Viva Spectrum beyond being solely a programmatic ad buying solution.
The result: A new Viva Spectrum focused on display impressions and video, with content provided by Ora TV. “I thought this made a lot of sense,” Brown says. “Viva has acculturated, bilingual and Spanish-dominant consumers and thought that was an interesting play in the marketplace. It’s a very unique opportunity.”
Ora TV Sister company Uno TV produces 30 shows in Spanish, and Ora.TV is the exclusive distributor. This programming will be offered to Viva Spectrum, along with some content tied to Golden Boy boxing, ESPN Deportes, beIN SPORTS, and Major League Baseball.
Paniagua says Viva Spectrum’s other capabilities include content promotions and native advertising across all major channels. Among the sites already working with Viva Spectrum are those based in other countries across Iberoamérica with measurable U.S.-based traffic;
stateside, SBS is a partner. Clients presently include Puerto Rico Tourism and HBO.
Viva Spectrum will be available for marketers to utilize programmatically as a Private Market Place by Q3 2018. “Our clients need only an invitation to register in order to tap the PMP’s premium inventory,” Paniagua says. “Marketers may also employ our 1st and 3rd person data to target their demo across all media.