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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com AN INTUITIVE HISPANIC AUDIO SOLUTION
Armando Guerrero, Ntooitive
From February 2008 through September 2018, Armando Guerrero was known for his many roles in the Entravision family, most recently as SVP of Local Digital.
That experience helped land Guerrero his current role as VP of Strategic Partnerships for Ntooitive, which specializes in digital marketing platforms that include programmatic audio, connected TV and social media.
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Some advertisers get this. They simply eliminated the middle man.
For Guerrero, the conversation with marketers is about being culturally relevant.
When that is done, he says, conversion rates will be substantially higher than just with broad messaging. That said, this must be done across all market segments – that is, within the Hispanic market.
By using a multi-point scoring system to identify Hispanics, we are able to efficiently target Hispanic
audiences across multiple touch-points,” Guerrero said on a February 2019 Hispanic Radio Podcast.
Simply stated, it takes more than a display solution to connect with the savvy online Hispanic consumer.
“If you walk in with a display solution, and they are looking at you to provide a digital offering, they are
looking at you for everything,” Guerrero says. “If you do not the capabilities to do that, you are really
going to miss the mark with them.”
Ntootive fashions itself as a technology company that includes a
digital agency — one that is based on performance and backed
by a tech company.
For long-standing Hispanic market shops, you may not like what
Guerrero has to say about this model.
“That is what is required of a digital agency,” he says. “We are
living in a world where IT and marketing departments are
becoming intermingled with one another. In most cases, it is
directly tied in to your CPM and will impact your marketing
decisions. IT is not really going to implement and place this
media without that close interaction.”
For the client, that requires a bit of learning, as many digital agencies were born out of the traditional ad
shop.
“In terms of us developing a creative strategy, that’s not us,” Guerrero says of Ntooitive’s purpose. “We
won’t even go down that road. And, that takes a lot of education process for our clients. In order for us to
drive performance, we need to deep dive into your e-metrics and make sure that everything out there is
putting out $2 to $3 in ROI based on ad spend.”
“What we are finding is that some of them are, more and more, going with creative strategy that is being
taken in house, giving them the speed to market in terms of creative from a small in-house group,”
Guerrero says.