¿Hablas
Español?
Capturing opportunities with
Spanish language content
Webinar
September 22, 2016
bloomberg.com/distribution
Introducing our hosts
Christine Morgan
2
Paul Sweeney
Speaking of
opportunities
Globaltodemand
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for Spanish
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language content is
rising.
Audiences
are
hungry
and vastly
Second level
underserved. Publishers that deliver can drive
• Third level
traffic and engagement. Are you ready?
–
Fourth level
1. Sizing the opportunity
–
Fifth level
2. Mapping the content
3. Capturing the moment
4. Filling the pipeline
3
1. Sizing the
opportunity
4
If it were a standalone
country, the U.S.
Hispanic market buying
power would make it one
of the top 20 economies
in the world.
“The Hispanic Market Imperative,”
Neilsen Company
5
The US Hispanic market
53 million people representing 17% of the US population1
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• Growing to 29% of the population by 2050 2
•
Second level
•
Estimated $1.5 trillion in buying power3
•
Third level
•
Median age of 29 years — younger than most other groups
–
•
Fourth level
Leading
in adoption of digital devices, mobile and video consumption
– Fifth level
1, 2 Pew Research Center
3 Neilsen Company
6
The U.S. Hispanic online
marketplace is a fast
growing and potentially
lucrative sector that
marketers cannot ignore.
Online Hispanics are
younger and more
acculturated than their
offline counterparts and
they are quite receptive
to advertising when it is
sufficiently engaging.
Josh Chasin, comScore chief research officer
7
The Latin American market
Younger populations — median age is 27.6 in Mexico and 29.3 in Colombia
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• Latin America’s Internet population is the fastest growing in the world
•
Second level
•
Similar to China as a consumer market, but with much higher per capita spending
•
Third level
•
Latin American consumers spend an average of 10 hours per month on social
– Fourth level
media—twice the global average
–
Fifth level
Sources: Latin Link, ComScore, Li & Fung, Cosmetics Business News, MarketingProfs
8
U.S.
53 million
people
Mexico
121 million
people Central
America
42 million
people
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South
Second level
•
Third level
–
Fourth level
–
Fifth level
America
184 million
people
Spain
46 million
people
Caribbean
39 million
people
The global Spanish
speaking market
•
Spanish is the second most widely
spoken language worldwide
•
Approximately 485 million speakers1
•
Population growth rates in Latin America
range from 1% to 2.1% annually2
1 Instituto Cervantes
2 World Bank
9
Spanish language
media landscape
United States
•
Univision revenues grew 11% from 2013 to
2014 — with a 99% increase in digital
•
Telemundo saw audience growth as high as
17% during this same period
•
Comcast recently doubled its Spanish
language on-demand content
Latin America
•
Advertising spend in Latin America should
grow to US$42.5B by 2020
• Latin America’s share of global advertising
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styles for 8.4% of all
spending
forecasttext
to account
Second
level
global
spending in 2018
•
•
Third
level American
The Latin
entertainment and media
Fourth level
market
is US$77B and growing 9.7% annually
–
– Fifth level
Spain
•
10
Advertising spend in Spain is growing and
expected to reach US$6.9B by 2018
What are the
implications for
publishers?
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Second
level
• Large,
young,
•
•
•
fast-growing market segment
Third level
Historically underserved
–
Fourth level
Digitally engaged, mobile-friendly consumers
–
Fifth level
•
Diverse content needs
•
Overindexing spenders
This is an historic and significant opportunity.
11
2. Mapping
the content
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3 essentials for Spanish
language content
1
2
3
Language localization
Regional relevance
Cultural relevance
Publishers need to master all three — not pick and choose.
13
Lost in translation?
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•
Average costs: $0.11 per word, or $55 for
a 500-word article
•
Turnaround time: 6 hours for a 500-word
article—not realistic for breaking news
•
Translating 50 daily articles would cost more
than $1 million annually
•
Hiring and managing foreign language
newsroom and/or in-house translation
staff also expensive
Second level
•
Third level
–
Fourth level
–
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Fifth level
Regional relevance
•
Spanish language consumers represent diverse geographies across
Latin America, the U.S. and Europe
•
Each market needs original content about the global news impact on the
region as well as local and regional topics
•
Operationally difficult to generate local content for all audiences
•
Licensed content can help fill gaps
Univision (US)
15
El Universal (Mexico)
El Pais (Spain)
Regional diversity
Understanding Latin American media
consumption can be complicated
•
20 countries, each with its own cultural
preferences and affinities
•
Latin America is the fastest-growing
advertising region in the world with a
projected 13.4% compound annual increase1
•
Nearly 60% of Latin Americans watch TV
while surfing the Internet2
•
Latin Americans read newspapers 3.7 days
a week3
•
10% of the world’s Internet users are from
Latin America4
Takeaway: There are many ways to reach
Spanish language audiences in Latin America.
1 McKinsey Global Report
2, 3, 4 Latin Link
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Cultural relevance
Translation of English language content
is not sufficient. Language is only one
difference to consider.
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Second level
•
Third level
–
Fourth level
–
Fifth level
The original Spanish translation of this popular
campaign read, “Are you lactating?”
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•
Age/generation
•
Cultural values, norms and nuances
•
Buying habits
•
Lifestyle
•
Local media market
•
Political and religious beliefs
•
Acculturation (bilingual media consumption)
Cultural Relevance
US Hispanics over-index in certain genres
compared to the general market1
•
News documentaries and sports news are
key categories
•
Engagement in relevant information is critical
•
Culture-related content favored over pure
entertainment
•
Food, traditions, holidays, and family rank
very high in terms of appeal2
•
Family, health, and food are among the
most-searched categories3
This is good news for publishers that deliver
hyper-local Spanish language content.
1 Nielsen, “State of the Hispanic Consumer” report
2 Think With Google study by Ipsos MediaCT
3 Statista
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3. Capturing
the moment
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Preparing to succeed
1
2
3
4
5
20
Find your audience
Help your audience find you
Engage
Monetize
Strategize
Which audience
is yours?
5 key questions for publishers
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Second
levelSpanish language territories will you
1.
Which
cover?
• Third
level
2.– Which
age groups?
Fourth level
– Fifth level
3. Which
income brackets?
4. Which in-demand topics?
5. Which platforms?
21
Print is in play
Print is a viable platform for Spanish
language content
• Print circulation grew by 4% last year
for 31 weekly Spanish-language
newspapers — compared to annual
drops of 5 to 8% for U.S. newspapers1
• Gains made by papers in large cities
show appetite for reliable, local news2
• Smaller weekly and semi-weekly print
papers had a brighter year than dailies
in terms of circulation3
• Consumer
magazine
print advertising
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revenue is estimated at US$1.88
Second level
billion in Latin America — up 3% year
• Third level
over year compared to 1% growth
– Fourth
level
rates
in the U.S.4
–
Fifth level
1 Media Life magazine, medialifemagazine.com/where-Hispanic-media-is-growing/ and Poynter
2 Media Life magazine, medialifemagazine.com/where-Hispanic-media-is-growing
3 Pew Research
4 Statista
22
5 ways to help the
audience find you
How to focus your efforts for maximum results
1. Right audience: know your specific target
2. Right topics: business, technology, entertainment,
luxury
3. Right content: quality, depth, variety
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4. Right platforms: print, digital, mobile, broadcast
Second level
5. Right distribution: timing, volume, frequency
•
Third level
–
Fourth level
–
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Fifth level
DIGITAL
Searching
for answers
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Second
Searchlevel
is the
top online resource used by U.S. Hispanics for information gathering.
Use
search
engine
optimization (SEO) to make sure content finds the target audience.
• Third level
Fourth
level
• –Tailor
content
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so it gets listed earlier and more frequently
•
– Fifth level
Publish
more content to ensure higher rankings
•
Maintain quality and relevance to avoid algorithm penalties
•
Use metadata: standard tags, short tags, include keywords early, no duplicates
5 ways to improve digital
engagement
How to keep Spanish language
audiences coming back for more
1. Volume, Relevance
Deliver high volumes of local, relevant Spanish
language content.
2. Social media
Incorporate social sharing, user-generated content
(UGC), paid traffic.
3. Partnerships
Team with other publishers to combine coverage and
share audience.
4. Paid strategies
Use content recommendation platforms and search
engine marketing (SEM).
5. Metrics
Measure results with Google Analytics, comScore and
other platforms.
25
Moving
toward monetization
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Second
• 66% level
of U.S.
•
Hispanics pay attention to online ads—20 points higher than the
general
population
Third level
Fourth
• –93%
of level
those
•
who watch ads take action: search, visit, purchase
Fifth level
In– Latin
America, 54% of respondents said they trusted social media
advertising, compared to 46% worldwide
Sources: Think With Google and Statista
26
11 ways to monetize
Spanish language content
1. Use metrics to test different advertising formats
2. Find the right mix of ad inventory
3. Publish high volumes of quality content
4. Measure the performance of this content and
attendant ads
5. Use this data to build a business case for
advertisers
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6. Target advertisers who cater to Spanish language
Second level
audiences
•
Third level
7. Offer sponsorships for all Spanish language content
–
Fourth level
8. Create Spanish language content bundles
–
Fifth level
9. Augment revenues with ad networks and exchanges
10. Separate free and premium content
11. Sell multiplatform advertising packages
27
Put it all together
Developing a Spanish language
content strategy
•
Allocate the budget—go big or go home
•
Assemble a dedicated team—ideally those
with cultural domain expertise
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•
Select the target audience(s)
Second level
•
Understand content needs: regional, cultural,
demographic
•
Identify the right mix of original and licensed
content
•
Fill the content pipeline
•
Apply analytics where possible to start
monetizing
•
Third level
–
Fourth level
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Fifth level
4. Filling the
pipeline
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Bigger, better,
faster, more
•
Under-investing in content will limit the chance
of success
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styles
•Click
Highto
content
volumes
are
essential
for building
an audience
and driving traffic
Second
level
•• Covering
Third level
one story is easy—covering global
news
is exponentially more difficult
– Fourth level
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•
Publishing
– Fifth levela few Spanish language stories is
easy—providing dozens daily is not
•
Consider licensed content to increase volume
and fill gaps in coverage
9 advantages of
licensed content
1. Increase volume of original and/or translated Spanish
language content
2. Add depth and breadth in targeted content categories
3. Fill gaps in regional or topical coverage
4. Scale up content volume without hiring a global
news team
5. Easily expand coverage into attractive verticals
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6. Test audience appetite for new subjects
Second level
7.• Third
Gainlevel
access to well-known Spanish language
newsmakers
–
Fourth level
8. Build
credibility quickly with Spanish language
– Fifth level
audiences
9. Get more content for your Spanish language budget
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Questions?
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Second level
•
Third level
–
Fourth level
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Fifth level
Thank you
bloomberg.com/distribution