Portada Magazines' Hispanic Marketing 12 Predictions for 2012
1. Univision’s IPO will take place in 2012
The investors who took the broadcast media private will want to monetize their investment in 2012 through an IPO.
2. Mobile becomes huge for Hispanic Marketing
Mobile media (Mobile phones, Tablets and E-Readers) will become a major force in Hispanic Marketing and Advertising. That is why Portada is dedicating a special event (The Hispanic Mobile Marketing Forum on Sept. 19, 2012) to analyze this phenomenon. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on mobile devices, according to the Hispanic Holiday Mobile Survey 2011 by Zpryme.
3. The “SoLoMo” trend will continue
“SoloMo”, or Social-Local-Mobile will be increasingly applied to marketing strategies. Particularly in the Hispanic market, where both social networking and mobile usage overindex. Geolocalization when using mobile media, e.g. checking in on Facebook and/or FourSquare, or in review sites such as Yelp will be driving local consumer marketing and advertising. QR Code integrations in print advertising will play a particularly important role for retail. Online-Mobile Gaming and In-Game Advertising will play an increasingly important role.
4. T-Mobile will end in the hands of a Latin Telecommunications giant
Now that AT&T has officially announced that it is no longer pursuing a T-Mobile acquisition, we know for sure that as “a contractual penalty for the collapse of the merger, AT&T will pay T-Mobile $3 billion in cash, and give T-Mobile at least $1 billion worth of spectrum rights. Portada predicts that Latin Telco giants America Movil and Telefonica have a strong chance to end up acquiring T-Mobile.
5. U.S. Hispanic Advertising Market will grow by 5% in 2012…
As 50+ Hispanic marketing executives said in a recently published Portada Survey, U.S. Hispanic Advertising will grow by approximately 5% in 2012 driven by Auto, Political and Financial Advertising.
6. Hispanic Digital Advertising’s expansion will continue to grow at a high rate
While digital advertising in the U.S. Hispanic market still amounts to less than 5% of the overall advertising pie, compared to nearly 20% for the overall U.S. market, the U.S. Hispanic digital advertising market will continue to grow in 2012 at a very high rate.
7. Online Video will be on a roll
Within digital media Hispanic online video advertising will be growing the most. The rationale is very compelling: Hispanics watch more video online than their general market counterparts. Content providers will be working hard to increase their online offerings, particularly of Spanish-language online video, and satisfy the needs of the online video advertising markets.
8. Hispanics Newspapers will do well overall
Hispanic Newspapers will continue to have a relatively strong performance, particularly when compared to their U.S. general market counterparts. The strong community media element of Hispanic newspapers plays in favor of them. So does the fact that print media continues to be a great way to target Spanish-dominant U.S. Hispanics.
9. ImpreMedia will be acquired
Impremedia private equity backers Clarity Partners, Halyard Capital Fund, ACON Investments and Knight Paton Media as well as Goldman Sachs (who provided a loan) are looking for an exit. The likely buyer is a large general market newspaper chain who wants to place a strong bet on the Hispanic digital and print media markets.
10. Measurable (Targeted) Media will continue its expansion
The rise of digital media and the data about audience reach engagement etc that comes with, is impacting other media. Targeted TV (e.g. Hispanic audiences of general market TV programs) are also being developed and increasingly sold to advertisers.
11. E-Commerce and Online Media will get closer
Content Marketing applied to online media has a lot to do with SEO. Once the content attracts an audience, that audience can be monetized via advertising or via e-commerce. Major companies, who attract millions if not tens of millions of unique visitors, are betting on content production to attract the right audience and then convert readers into buyers. Watch out for more and more CPG’s and retailers hiring journalists and editors to produce and curate content on their corporate (media) sites.
12. Spanish-Language Media will continue to lead
During the last months of 2012 several new ventures, particularly digital media properties, have been launched to target English-dominant Hispanics online. Will these in-culture English-language media be able to differentiate itself enough from general market English-language media and obtain major advertising buys? The jury is still out. In any case, while English-dominant targeted Hispanic media is a great addition to the Hispanic advertising and media landscape, we think that, when it comes to mass media, in 2012 Spanish-language will continue to be the pre-eminent way to market to and reach the U.S. Hispanic population.
Labels: budget allocation, Hispanic advertising, Hispanic cell phones, Hispanic Internet, Hispanic marketing, Hispanic media, Hispanic online advertising, Hispanic purchasing power, hispanic social media