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Hgtv Spanish Online January[1] 1

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Hgtv Spanish Online January[1] 1

  1. 1. HGTV.com Spanish New market, new revenue stream January 2005
  2. 2. 5 Goals 1 Create a new revenue stream for HGTV.com 2 Create a low-cost entry into the rapidly growing Hispanic online market 3 The Spanish-language site would be a HGTV brand extension 4 To become the online leader for Spanish-language home and food lifestyle information and advertising 5 To build a turnkey operation that allows HGTV.com to enter the lucrative Latino market without the burden of managing the operation
  3. 3. 5 Facts 1 68% of Hispanics are Spanish-dominant or bilingual Online Hispanics tend to be more affluent 2 than the general Latino population Hispanic newcomers to the Internet are increasing at double-digit 3 rates; by 2009, two-thirds of the Hispanic population will be online. Internet advertising dedicated to the Hispanic market has grown 4 more than 60% from 2003 to 2004 5 Advertisers are looking for Spanish-language sites Sources: Jupiter Research, “Portrait of the Online Population, 2003 to 2009,” Vol. 1, 2004; Hispanic Business, December 2004; AOL Cyberstudy, US Hispanic Online Consumer Population Study, 2004.
  4. 4. Sales & Marketing Trends o In 2002, companies spent only $10 million to reach Hispanics with Internet advertising o In 2004, Hispanic Internet advertising increased to $75 million o The top 25 Hispanic ad agencies spent $40.73 million on Internet advertising in 2004 Source: Hispanic Business, December 2004
  5. 5. HGTV Question… Can a Spanish-language web site survive without the support of a major Spanish-language television network? Yes 20,000+ people have expressed a desire to have a Spanish web product from HGTV.com More than ½ of Hispanic respondents to a national Spanish- language survey have heard of HGTV or Food Network HGTV research of the Hispanic community found they desire information in our categories Decorating & Design 45% use magazines as a source Building & Remodeling 34% use magazines as a source We may create strategic alliances to build awareness and traffic Plus By building trust with this key audience, once Scripps launches a Spanish-language network it will have a ready made base of loyal consumers Source: 2002 Cheskin Assessment
  6. 6. HGTV Opportunities Scripps has a unique opportunity to dominate the home and garden category in Spanish HGTV.com in Spanish would be a comprehensive site that covers the primary content pillars that Scripps has already cultivated in English Online would lead to a Spanish-language print product Scripps Media Center in Washington would manage site for Scripps Networks
  7. 7. Repurposing proven content from Scripps Content Vision • 95% repurposed from Scripps Networks • 5% new, unique from outside contributors Professionally selected, translated and edited Content that is most relevant to readers Contributing to, and building off of, English-language campaigns initiated by HGTV.com
  8. 8. Content Vision Integrating video from “Mas Sabor” and “Hecho a Mano” Adapting relevant content primarily from HGTV, followed by Food, DIY, Fine Living and SHNS Fuad Reviez Healthy Household Opportunities for Latinos at other Scripps’ Workshop properties to have a unique presence Identifying high-value content that generates Juan Carlos Cruz of Calorie Commando advertising interest
  9. 9. Sales & Marketing Opportunities A comprehensive sales and marketing plan will be delivered separately, which will include: Building revenue Existing Scripps’ clients Building relations with Hispanic ad agencies Online retail Building users Spanish-language option on English-language HGTV.com Registration option using current Scripps’ sites and e-newsletters “Affinity” programs Banner ads on popular sites Strategic marketing partnerships
  10. 10. Current HGTV.com sales management Sales & Marketing Development • Direction and orientation • Scripps Media Center support Contract sales executives with expertise in the Hispanic market • Emphasis on top 25 Hispanic ad agencies and their clients • New York centric focus Advertising promotional efforts in trade publications and sites • Hispanic Market Weekly • Media & Medios • HispanicAd.com Event sponsorship and representation • Association of Hispanic Advertising Agencies (AHAA)
  11. 11. Editor/Project Manager Point of contact for HGTV.com Coordinates all aspects of the web site – including content and design Start-to-finish management Marketing & Design Support Contracting and managing Hispanic marketing expert Contracting and managing Hispanic Internet sales expert Professional creative and design support Scripps Media Support Daily direction Professional creative and design Contracting of key personnel to support endeavor Access to writers, editors and other contributors Infrastructure
  12. 12. 3 reasons why HGTV should have a Spanish-language web site Hispanic online revenue will continue to grow Hispanic online market will continue to grow Scripps should have its fair share of both the Hispanic market and the corresponding revenue
  13. 13. Sites With Most Hispanic Advertising January - December 2004 Total % Total % Rank Site name Campaigns Share Campaigns 2003 change 1 Univision.com 313 18.70% 140 123.60% 2 MSN Latino 230 13.70% 51 351.00% 3 Terra (U.S. Hispanic) 158 9.40% 81 95.10% 4 Batanga.com 158 9.40% 68 132.40% 5 NetMio.com* 132 7.90% 330 -60.00% 6 Starmedia (U.S. Hispanic) 122 7.30% 52 134.60% 7 El Nuevo Herald 103 6.10% 101 2.00% 8 AOL Latino 70 4.20% 0 N/A 9 Yahoo! en Espanol 68 4.10% 74 -8.10% 10 LaOpinion.com 49 2.90% 41 19.50% Source: HispanicWebMonitor, a service of Media Economics Group, (c) 2004
  14. 14. The Most Active Categories January - December 2004 Total % Total % Rank Industry Campaigns Share Campaigns 2003 change 1 Auto manufacturers 109 8.70% 60 81.70% 2 Telecommunications Carriers & Resellers incl. wireless 63 5.00% 35 80.00% 3 Auto dealers 44 3.50% 51 -13.70% 4 Government entities/public administration 37 3.00% 30 23.30% 5 Non-profit organizations 36 2.90% 22 63.60% 6 Motion picture & video industries 31 2.50% 20 55.00% 7 Food and drinking places 28 2.20% 22 27.30% 8 Real Estate 28 2.20% 19 47.40% 9 Food products 28 2.20% 22 27.30% 10 Credit card issuers 27 2.20% 14 92.90% Source: HispanicWebMonitor, a service of Media Economics Group, (c) 2004
  15. 15. Sales & Marketing Trends Top advertisers in the U.S. Hispanic market (2003 all media) P&G $169,800,000 Sears $119,100,000 GM $93,000,000 PepsiCo $85,700,000 McDonalds $64,00,0000 Ford Motor $56,800,000 Toyota Motor $56,400,000 Johnson & Johnson $49,500,000 At&T $46,800,000 Time Warner $45,900,000 Source: Adage, 2004
  16. 16. Top sites Competitive Landscape Site(s) 2003 2004 AOL Time Warner 9,744,000 10,300,000 Yahoo! Sites 9,641,000 10,000,000 MSN-Microsoft sites 9,365,000 9,400,000 Google sites 4,663,000 5,100,000 EBay 5,347,000 4,900,000 Terra Lycos 5,428,000 3,400,000 Gator Network 4,155,000 n/a About/Primedia 3,883,000 2,700,000 Amazon sites 3,004,000 2,700,000 Sources: comScore Networks and Hispanic Business
  17. 17. AOL Latino • AOL says it is the number #1 ISP for U.S. Hispanics, with a 45 percent share Competitive Landscape • AOL Latino which launched in 2003 • AOL Latino uses content from its own staff, as well editorial agreements with Time Warner’s People en Español, Knight Ridder Digital, Associated Press and The Knot Univision • Strong backing of network, including putting online editors on leading programs to discuss topics • Strengths: Emphasis on entertainment and news, which Univision dominates • Weakness: Home, garden and food • Restricts television advertising to only Univision.com • Univision.com is actually managed by AOL

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