This document discusses marketing strategies for reaching Latino millennials. It summarizes recent marketing campaigns by Lexus and Inca Kola that delivered millions of impressions through branded digital content on Latino media sites. The key takeaways are that marketing must be culturally relevant, community-driven, provide value and opportunities for participation through social media, music and live experiences. The appendix discusses the reach and capabilities of LaMusica.com for delivering branded content to loyal Latino radio listeners across various digital platforms.

1. “UNWIRING AMERICA’S YOUTH”
@MaxRamirez

4. HISPANIC OVER INDEX:
DIVERSE GROUPS

5. ADVERTISING SUCKS!

8. MUSIC IS THE TOP ENTERTAINMENT CATEGORY

9. LATINO MILLENNIALS HAVE OPTIONS
1999
2001
2008
2013
2014

13. LEXUS Recap: Branded Station & Digital Extension
This monthly campaign delivered 42 Million combined impressions in a month with a CTR 2.43
Our audience was highly engaged!
Learn more on how Lexus is connecting with the Latino Audience: Visit VidaLexus.com or
Hashtag Activity: https://tagboard.com/vidalexus/search

14. LEXUS Recap: Influencer Campaign
Custom videos produced and distributed via our O&O music and entertainment websites

15. Inca Kola Recap: Branded Concert Series
National Campaign, Digital and Social Media to support a Flyaway Sweepstakes to CALIBASH in Los Angeles, CA
Delivered over 2.3 million combined impressions in three weeks!
Recap Video: https://vimeo.com/117878752

16. KEY TAKEAWAYS:
MARKETING TO LATINO MILLENNIALS

17. NO BULL$#@!T
CULTURALLY RELEVANT
COMMUNITY DRIVEN
GIVE THEM AN OPPORTUNITY TO PARTICIPATE
PROVIDE THEM WITH VALUE
MAXIMIZE CONTENT CREATION
SOCIAL MUSIC LIVE EXPERIENCE

18. APPENDIX

19. LOCAL & NATIONAL REACH
DISPLAY, VIDEO, AUDIO STREAMING
BRANDED ENTERTAINMENT

20. LaMusica.com offers a unique experience with the listener that enhances brand
recall and drives deeper brand engagement. Our audience is loyal to their local
stations and enjoy engaging with on-air talent and local offerings. Launched in 1999
to loyal Latino radio listeners!
DIGITAL CAPABILITIES:
IAB Standard Display Ad Sizes
Custom Branded Radio Stations
High-Impact Units (IAB Rising Stars)
Audio w/Companion Banner
Video w/Companion Banner
Radio Station Sponsorships
Mobile SMS
Custom Apps
Social Media
Email/Newsletter
Sweepstakes Management
MEASUREMENT PLATFORMS:
ComScore
Google Analytics
Nielsen
Abacast Streaming
OpenX

21. 80% of Hispanics Listen to Internet Radio 1-3 hours a day
78% of Hispanics do not pay a fee to access audio
Hispanics are one of the leading demos in mobile usage,
smart phone penetration and web radio listening
Hispanics outpace other ethnic groups in mobile downloads
of music and are 25% more likely to consume mobile media
Hispanics who prefer Spanish turn to web radio outlets
that specialize in Spanish language and Latin music, such as
SBS Radio Stations
Sources: Multicultural Digital Audio Study; August 2012 Parks Associates/Target Spot
Digital Audio Benchmark & Trend Study: Hispanic Insights
Internet and Multimedia 12, 2012 Arbitron Inc.; The Media Audit, “Fast Facts on Internet Radio,”
RAIN Summit West 2012; Florida State University & DMS Insights, Spring 2011 Multicultural Marketing
Study; Nielsen 2012

22. Sources: ComScore MediaMetrix March 2014
Hispanic Internet Users 6.5x more likely to visit a SBS Station Website
Compared to iHeartRadio, Pandora, Univision and Batanga

23. Max Ramirez
VP, Digital Media
917-335-7560 mobile
max.ramirez@sbsinteractive.com
Spanish Broadcasting System
10281 West Pico Blvd
Los Angeles, CA 90064
310-229-3234 office
www.sbsinteractive.com