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Connecting Brands with the Hispanic Mobile Consumer by Jorge Rincon, CEO at RedMas. Presentation for Portada's 2012 Mobile Marketing Forum in New York City. Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013 Learn more at: http://www.portada-online.com/conferences
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© 2012 RedMas ™. All rights reserved.
CONNECTING BRANDS WITH THE HISPANIC MOBILE CONSUMER
About RedMas
RedMas has pioneered the way brands and content owners interact with the U.S. Hispanic & Latin American audiences via their most valuable communication source, their mobile devices.
We have the most comprehensive Mobile Advertising Network, incorporating dozens of publishing partners, such as GDA Group, Televisa, Univision, Telemundo, AccuWeather, Sprint, Boost and MetroPCS, to mention a few.
RedMas – Portada 2012 Mobile Case Study Presentation
RedMas is an integral part of the Cisneros Group of Companies, one of the largest Spanish-language content distributors worldwide.
3 in 4 HispanicsUse Mobile Media
U.S. Hispanic Mobile Market Facts:RedMas – Portada 2012 Mobile Case Study Presentation
Hispanics are leading the growth in mobile media adoption
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011
25% ofHispanics are more
likely to follow a brand online, and are
more likely to consume mobile
multimedia.
57% of Hispanics own a Smarthphone
60% of Hispanic households own at least one video and Internet enabled mobile device.
Hispanics outpace all ethnic groups in mobile data service consumption including music and picture downloads.
There are almost 33.3MM Hispanic mobile subscribers
U.S. Hispanic Mobile Market Facts:RedMas – Portada 2012 Mobile Case Study Presentation
Digital Hispanics spend 42% of their media time multitasking
34% of Latinos use their mobile devices to brag about their vacations on Facebook or other social networks
28% of Hispanics find out about what’s playing on the Movies from their mobile device.
28% of Hispanics use the Internet to buy airline tickets while 23% preferred to use Mobile Apps to make the purchase.
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011
of Hispanic Mobile owners recognized that they can’t live without their beloved devices.
30%
U.S. Hispanic Mobile Market Facts:RedMas – Portada 2012 Mobile Case Study Presentation
22% of US Hispanic Mobile Users search for automobileinformation from their mobile phones
Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones.
36% of Hispanics use Mobile searches to compare auto prices
40% of Hispanic mobile customers considered safety as the determining factor when buying a car
Price comparison and search for information are the two topics that drive mobile searches among U.S. Hispanics
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011
Case Studies
Automotive: Toyota Mobile Campaign
INDUSTRY: Automobile
CAMPAIGN OBJECTIVES:Create and sustain presence for NCTDAA (Northern CA Toyota Dealership Advertising Association) among Hispanic mobile consumers
TARGETED AUDIENCEHispanic Adults 25 – 54
STRATEGY:Create awareness for NCTDAA on high reach mobile sites within RedMas’s Network
24% of U.S. Hispanic mobile users preferred Toyota according with RedMas survey ‘Mi carro nuevo’
RedMas – Portada 2012 Mobile Case Study Presentation
Voto Latino: Obama Mobile Campaign
INDUSTRY: Political
CAMPAIGN OBJECTIVES:Engage voters and promote the candidate campaign efforts by reaching Hispanics on specific DMAs
TARGETED AUDIENCEHispanic Voters 18+
STRATEGY:To use an efficient method as Mobile Marketing on RedMas’s Network to reach the Hispanic electoral voters in battleground states
Hispanics are the fastest-growing bloc of voters in the U.S.
RedMas – Portada 2012 Mobile Case Study Presentation
Telecom: Sprint EVO Mobile Campaign
INDUSTRY: Wireless Telecom
CAMPAIGN OBJECTIVES:To increase awareness, consideration and convert current EVO and new Hispanic mobile users to purchase the new Evo LTE.
TARGETED AUDIENCEHispanics Mobile Users 18-49
STRATEGY:Provide contextual alignment, content/editorial and high impact placement on RedMas’s network of mobile sites, to increase appeal and drive qualified engagers
57% of Hispanics own a Smarthphone
RedMas – Portada 2012 Mobile Case Study Presentation
Beverage: Miller Lite Mobile Campaign
INDUSTRY: Food & Beverage
CAMPAIGN OBJECTIVES:Reach adult Hispanics using LDA compliance mobile sites
TARGETED AUDIENCEHispanic Adults 21+
STRATEGY:Buzz wording and raise awareness of the new Miller’s Punch Top can among U.S. Hispanics and encourage trial
Hispanics are 19 percent more likely to purchase beer than the rest of the U.S. population
RedMas – Portada 2012 Mobile Case Study Presentation
