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Latino L&L 2.7.12
 

Latino L&L 2.7.12

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  • In order to take advantage of this dream consumer, you must connect with them across the full spectrum of language and acculturation. It must be RELEVANT to their US HISPANIC EXPERIENCE.
  • Today… they represent…. But in just 10 years, the US Census projects that…ALL of these numbers generate interest. From a decade ago when Census 2000 revealed many more Latinos than they had expected… through today, where marketers have stopped pondering the possibility of whether or not to market to this segment… and instead have begun to ask more pertinent questions. Nuanced questions about who they REALLY are and how they see themselves and the world around them.
  • Here we have the data that helps illustrate how YLA’s are CHAMELIONS in their space and in control of which language to use.The language Young Latinos’ use varies by the situation they are in. Remember… this is A SINGLE PERSON… switching back and forth all day.
  • They have round the clock access to an INFINITE amount of information.
  • 06/27/2011-07/31/2011  TOTAL-06/27/2011ORIGINATORST DURHHLDMinsAZA270970.541462.4TEL352672.6392815.5TF475651.4569011.5UNI493775.16254842.5ETV274500.531452.4186756445774.306/27/2011-07/31/2011  TOTAL-06/27/2011ORIGINATORST DURHHLDMinsABC2390212394.0CBS265090.71863.1NBC272150.82183.6FOX65591.37901.5CW60000.69410.7ION273000.461262.1PBS251400.912293.8142625112818.8 
  • 06/27/2011-07/31/2011  TOTAL-06/27/2011ORIGINATORST DURHHLDMinsAZA270970.541462.4TEL352672.6392815.5TF475651.4569011.5UNI493775.16254842.5ETV274500.531452.4186756445774.306/27/2011-07/31/2011  TOTAL-06/27/2011ORIGINATORST DURHHLDMinsABC2390212394.0CBS265090.71863.1NBC272150.82183.6FOX65591.37901.5CW60000.69410.7ION273000.461262.1PBS251400.912293.8142625112818.8 
  • http://hosted.ap.org/dynamic/stories/U/US_THE_SOCIAL_NETWORK_CAMPAIGN?SITE=WIMAR&SECTION=HOME&TEMPLATE=DEFAULT
  • Base audience is 18+Apparel stores include: Abercrombie & Fitch, Aeropostale, American Eagle, Ann Taylor, Banana Republic, Brooks Brothers, Coach, Eddie Bauer, Express, Foot Locker, Gap, Gymboree, Hollister Co., J. Crew, Jos. A. Band, Land’s End, Lane Bryant, LL Bean, Old Navy, Structure, Talbot’s, The Limited, Victoria’s SecretDepartment stores include: BJ’s, Bloomingdale’s. Costco, Dillard’s, Filene’s, Hecht’s, JC Penney, K-Mart, Kohl’s, Lord & Taylor, Macy’s, Marshalls, Neiman Marcus, Nordstrom, Saks Fifth Avenue, Sam’s Club, Sears, Target, TJ Maxx, Wal-MartElectronics stores include: Best Buy, Comp USA, Gateway Country, Radio ShackHome improvement stores include: Ace Hardware, Home Depot, Lowe’s, Menard’s
  • Online display/banners: Launch the week of 12/13 and will run for the length of the campaign. Creative units for Hulu will drive to Hulu Latino (Spanish language Hub) and Hulu Plus creative will drive to Spanish language Hulu Plus landing page. Individual creative will be tracked by Hulu for performance and optimizationOnline search Launch 12/13 Efforts will target both English and Spanish Google users
  • Base audience is 18+Apparel stores include: Abercrombie & Fitch, Aeropostale, American Eagle, Ann Taylor, Banana Republic, Brooks Brothers, Coach, Eddie Bauer, Express, Foot Locker, Gap, Gymboree, Hollister Co., J. Crew, Jos. A. Band, Land’s End, Lane Bryant, LL Bean, Old Navy, Structure, Talbot’s, The Limited, Victoria’s SecretDepartment stores include: BJ’s, Bloomingdale’s. Costco, Dillard’s, Filene’s, Hecht’s, JC Penney, K-Mart, Kohl’s, Lord & Taylor, Macy’s, Marshalls, Neiman Marcus, Nordstrom, Saks Fifth Avenue, Sam’s Club, Sears, Target, TJ Maxx, Wal-MartElectronics stores include: Best Buy, Comp USA, Gateway Country, Radio ShackHome improvement stores include: Ace Hardware, Home Depot, Lowe’s, Menard’s
  • Online display/banners: Launch the week of 12/13 and will run for the length of the campaign. Creative units for Hulu will drive to Hulu Latino (Spanish language Hub) and Hulu Plus creative will drive to Spanish language Hulu Plus landing page. Individual creative will be tracked by Hulu for performance and optimizationOnline search Launch 12/13 Efforts will target both English and Spanish Google users

Latino L&L 2.7.12 Latino L&L 2.7.12 Presentation Transcript

  • E.S.L: Everybody Sells Latino Lunch & Learn - February 7th, 2012 1
  • Agenda• Hispanic Marketplace• Ad Marketplace• Advertiser Best Practices• Hulu Latino• Q&A 2
  • Hispanic Markethttp://corporate.univision.com/the-hispanic-consumer/video/
  • More Hispanics Among Us 1 out of every 6 people in the U.S. is HispanicSource: US Census Bureau
  • Hispanic Growth• 50.5 Million Hispanics in the U.S.• Hispanics account for 56% of total US population growth in the last 10 years• Projected to grow to 66 million by 2020
  • The U.S. Hispanic Market is the 2nd Largest Spanish Speaking Market In The World 2010 Population 1 Mexico 112 Million 2 U.S. Hispanics 50.5 Million 3 Spain 46.5 Million 4 Colombia 44.2 Million 5 Argentina 41.3 MillionSource: U.S. Census Bureau, International Data Base, Country Rankings, 2010U.S. Hispanics Source: U.S. Census Bureau, Projected Population by Single Year of Age, Sex, Race and Hispanic Origin for the United States: July 1, 2000 to July 1, 2050
  • Mexicans are the Largest Hispanic Country of Origin Group Top 5 By Country of Origin Mexican 31,798,000 Puerto Rican 4,624,000 Cuban 1,786,000 Salvadoran 1,649,000 Dominican 1,415,000 Other Hispanics 10,200,000Source: U.S. Census 2010
  • Top Hispanic Markets 2011 Hispanic Hispanic % of DMA Population Total Pop 1. Los Angeles, CA 7,890,973 44% 2. New York, NY 4,323,470 21% 3. Houston, TX 2,051,803 33% 4. Miami, FL 1,979,958 46% 5. Chicago, IL 1,922,477 20% 6. Dallas, TX 1,837,150 26% 7. San Francisco, CA 1,551,794 22% 8. Phoenix, AZ 1,471,171 28% 9. San Antonio, TX 1,269,032 54% 10. Harlingen, TX 1,097,005 89%Source: Nielsen Claritas iMark
  • Hispanic Growth In Non-Traditional States Hispanic % Hispanic States Population Growth Population Growth (2012-2014) (2012-2014) 1. South Carolina +57,456 31% 2. Georgia +249,084 31% 3. North Carolina +208,225 30% 4. Arkansas +48,617 30% 5. Tennessee +68,630 30% 6. South Dakota +5,692 29% 7. Nevada +186,043 27% 8. Virginia +140,533 26% 9. Alabama +34,373 26% 10. Utah +84,034 26%Source: Nielsen Claritas iMark
  • The 18th Largest Economy in the World $1.2 Trillion In 2011 $1.5 Trillion by 2014Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, The Multicultural Economy 2010
  • 78% of Hispanics Speak English & Spanish Culture is the traditional unifier English only Bilingual 10% Spanish 31% Spanish dom only 27% 12%
  • The Youth of America • Hispanic are almost 10 years younger on average • 62% are under the age of 35 • Hispanic kids/teens represent 23% of this population or 1 in 4 – If not for Hispanic population there would have been no increase in kids/teensSource: US Census Bureau; Nielsen Media Research
  • Today (2012) 62% Half of all U.S. Hispanics of the total Hispanic 1in5 Teens are Hispanic are U.S. born population is under 25Tomorrow (2020) 66%of Teens will 1/4 Of all 18-34 year Fueled by 18- 24 year olds. be Hispanic olds will be HispanicSource: US Census Projections 2010-2020
  • Language Fluidity HOME WORK SCHOOL 39% Spanish 74% English 80% English w/ FRIENDS w/ HISPANIC RELATIVES 55% English 55% SpanishSOURCE: MUN2 LANGUAGE STUDY, DECEMBER 2010 PEW HISPANIC CENTER;“BETWEEN TWO WORLDS HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER, 2009
  • The Always-Connected Generation Technology is the new passport. 87% 94% stream video internet at home content on the internet 87% own a mobile phone 73% What they do. stream/ listen What they have. to music on the 61% own a internet gaming system 73% 63% own a want their laptop friends to be able to reach 53% own an them 24/7 iPod or MP3 playerSOURCE: MUN2 DIGITAL STUDY DECEMBER 2010
  • Hispanic Broadcast Viewing Among all Broadcasts networks Hispanics spending 71% of their viewing with Spanish content. % of Viewing per Network Univision captures more viewing than all the English content nets combined UNI TEL Univision = 46% of YTD 2011, Univision continues to be the TF broadcast viewing #3 broadcast network averaging more ETV which is more than all the EL nets combined 71% Adults 18-34 viewers - among ALL AZA viewers PBS ION CW Hispanic HH Viewing (Hrs/Mth) FOX 74 Hours w/ SL Broadcast TV NBC CBS 29% 19 Hours w/ EL Broadcast TV ABC HHsSource: Nielsen Media Research NHIH, SL EL BROADCAST NETS 7/11 HH
  • Top Broadcast Nets Univision Telemundo 60% share of the Market 20% share of marketAppeals to a Mexican Audience Appeals to “the other Hispanic” Skews slightly older Skews slightly youngerAcquires it’s novela content from Produces it’s own Novelas Mexico
  • Hispanic Identity http://www.youtube.com/watch?v=tT7_oQzDYMw
  • Hispanic Ad Marketplace 19
  • Hulu Latino represents a HUGE opportunity to tap into the fastest growing population in the U.S.And a HUGE opportunity for advertisersdemanding more premium video content 20
  • Hispanic Total Ad Spend Network TV – 3B Local TV – 1.3B Digital – 336MMSource: Tvb.org, Kantar Media 21
  • Top AdvertisersNetwork TV Digital1. Procter & Gamble 1. Verizon Wireless2. Direct TV 2. Procter & Gamble3. Lexicon 3. Ford Motors4. McDonald’s 4. Sprint5. General Mills 5. Unilever6. Verizon Comm. 6. Dish Network7. State Farm 7. Toyota8. General Motors 8. Allstate Insurance9. Dish Network 9. T-Mobile10. T-Mobile 10. AT&T 22
  • Top TV Nets & Sites Among Hispanics TV Networks Sites 1. Univsion 1. Univision 2. Telemundo 2. Yahoo Español 3. Fox 3. Terra 4. ABC 4. MSN 5. Telefutura Latino/Telemundo 6. CBS 5. Televisa 7. NBC 6. AOL Latino 8. CW 7. Orange Sites 9. Azteca America 8. Batanga 10. Estrella TV 9. Musica.com 10. ImpreMedia Network 23
  • Ad Best PracticesPeps http://www.youtube.com/watch?v=noabIuOAuoE&feature=BF a&list=PL21EBFE1633C214A4&lf=results_mainiCoverGirl http://www.youtube.com/watch?v=RnQ1-mEIYw8Allstate http://www.youtube.com/watch?v=rxxTiVHlI2UDr. http://www.youtube.com/watch?v=mv22fRtA63Pepper M
  • Hispanics Have Higher Instance of Co-Viewing 68% • P18-49 co-viewing SPLTV Vs. 57% Eng Bdcst with children (P2-17) 44% • P18-49 co-viewing SPLTV Vs. 32% Eng Bdcst with other P18-49Source :NTI, NPower PXP Respondent Level Data, 09-10 STD through 12/26/10, SPLTV = TEL, UNI, TF, Eng TV = ABC, CBS, CW, FOX, NBC
  • Top Viewing Preference Among Hispanics English Language TV & Spanish Language TV- P18-49 – 10Source: Nielsen, NTI-H, 10-11 SeasonTD (9/20/10-1/2/11), Galaxy Explorer. Summary Program Type vs. Total Avg. SPLTV (Tel,UNI & TF), English TV (ABC,CBS,CW,FOX,NBC,ION,MNT)
  • Hispanics Have Higher Purchase Propensity For New Technology CURRENTLY OWN OR PLAN TO BUY NEXT YEAR Non- Hispanic Index Hispanic Internet 30% 44% 147 Enabled TV E-Book 27% 42% 156 Reader iPad/Tablet 29% 48% 166 PC 3D TD 22% 38% 173Source: Terra ComScore Ad Value Research Study, Fall 2010
  • Hispanics Are More Likely To Own Smartphones 120 index…Hispanic smartphone/PDA ownership (43% of Hispanics vs. 36% of Non-Hispanics) Content Viewed Weekly Via Handheld Device - Hispanics 18+ Music Videos Movies Movie preview/trailer TV show (full length) TV show preview News video segment Sports news segments Childrens Content Sport event segments Sports event (full length) 0% 10% 20% 30% 40% 50% 60%Source: Terra ComScore Ad Value Research Study, Sept. 13-Oct. 18, 2010, , e-Marketer, Horowitz Associates, “Multiplatform content & Services:Multicultural Edition”, Dec’10
  • Top 10 Industries On Gen Mkt Network & Cable TV & Underserved Industries on Spanish TV Top 10 Industries Underserved Industries on Spanish Network & Cable TVIndustry English Spanish % To Industry Spanish % To English Network & Network & Spanish Network & Spanish Network & Cable TV Cable TV Cable TV Cable TV DOLS DOLS DOLS DOLSAutomotive $4.2B $211M 5% RX & OTC Drugs $58M 2% $3.1BCommunications $3.5B $519M 13% Financial $72M 3% $2.1BRX & OTC Drugs $3.1B $58M 2% Games, Toys & Hobbycraft $6.5M 1% $888MMedia & Advertising $2.8B $112M 4% Computers, Software, Internet $29M 4% $792MRestaurants $2.7B $254M 9% Public Transportation, Hotels & Resorts $8M 1% $695MFinancial $2.1B $72M 3% Pets, Pet Foods & Supplies $2.2M 1% $287MRetail $2.0B $150M 7% HH Appliances, Equip & Utensils $77K 0% $283MInsurance & Real Estate $1.8B $152M 8% Building Materials, Equip & Fixtures $2K 0% $256MPrepared Foods $917M $93M 9% Gasoline, Lubricants (Trans) & Fuels $5.7M 2% $255MBeverages $906M $80M 8% Footwear $0 0% $172MSource: Kantar Media – Spanish Network & Cable TV and English Network & Cable TV (November 2009 – October 2010)
  • Hispanics Over Index In Numerous Underserved Consumer Categories Hispanic Index (vs. Non Hispanic) Pet Food/Supplements 165 Public Transportation (last 30 days) 152 Grocery Shopping ($150+/wk) 132 FDR( visited 10+/lsat 30 days) 112 Skincare 112 Retail (Mall shopping/last 4 wks) 108 Gasoline 106 Hotel & Travel 103 Games, Toys 102 QSR (visited 14+/last 30 days) 102Source: Simmons NCS/NHCS Summer 2010 Full Year POP Survey
  • Hispanic Ad Marketplace http://www.youtube.com/watch?v=FR5z47giweU 31
  • Novela Lovershttp://corporate.univision.com/2012/uncategorized/consumer-passion-points-novelas/?utm_source=rss&utm_medium=rss&utm_campaign=consumer-passion-points-novelas&utm_source=Univision+Insights&utm_campaign=16b6db636c-RSS_WEEKLY_INSIGHTS&utm_medium=email
  • Latino Update 33
  • Content PartnersTop U.S. Spanish Language Broadcast Networks Top International Broadcast Networks Mom/Baby Youth/Bilingual Traditional & Modern SPL Films
  • Marketing Plan PhasePhase 1• Online Display• Online Search• Radio• Social MediaPhase 2• Univision & Telefutura Roadshow• TV promotional efforts drive brand awareness in the Hispanic marketplace and educate viewers on how to use Hulu.
  • Hispanic 18+ Audience on Hulu 29M Hispanics on line 4M Hispanics on Hulu Reaching – 18% of Hispanics OnlineSource: Tvb.org, Kantar Media 36
  • Hulu Reaches More Hispanic Viewers Among A18+ over 1 in 10 Hulu viewers are Hispanic (12% comp) Hispanic 18+ Online Video Viewers (Millions) 4.0 1.2 1.0 0.7 0.4 0.3Source: comScore Video Plan Metrix, December 2011. Base: Hispanics 18+.
  • Latino Performance2 Months of Activity• 500k Uniques• Averaging 8,000 daily streams• 500,000 monthly streams• Most streams coming from Hulu Plus• Masthead exposure during Super Bowl Sunday
  • State of the MarketplaceCommon Questions: Challenges:• Targeting Hispanics across Hulu? • Delivery on launch partners• Where are the numbers? • Launch more content• Where’s the Telemundo content? • Short Flights • Geo targeting• Where’s the youth bilingual content? • Pricing:• Custom marketing opportunities? - Hispanic agencies are not• Hulu original content on Latino? used to Hulu pricing• Show/genre specific targeting - Agencies compare Latino• Ad selector English and Spanish? against existing Hulu ratecard• Mobile capabilities? - Floor pricing min. Blended $35 CPM 39
  • Latino 2012 Plan• Everybody Sells Latino, collaboration is key!• Prioritize the top 100 advertisers and meet with as many agencies and clients as possible• Grow unique users and streams• Figure out a strategy to target ALL Hispanics across Hulu• Launch all the signed content providers• Bring more content providers on board 40
  • Gracias! 41