Clint McClain of Walmart at the Hispanic Television Summit: The media plan should be the entire market

At the last Hispanic Television Summit which was held in New York City, a panel that included Carol Hinnant, senior VP of National Television Sales at Rentrak; Peter Hopkins, director of Business Development at Time Warner Cable Media; Paul Laureano, VP of Integrated Sales and Marketing for Fox Hispanic Media Group; Clint McClain, senior director of Marketing Communications Platforms at Walmart and Victor Parada, VP of Advertising Sales at Discovery U.S. Hispanic, discussed the issues within the scope of advertising. McClain at Walmart emphasized the media plan that applies to the U.S. Hispanic. “Our strategy is the total market because we have to reach all of these consumers if we want to drive sales” he said. All the panelists agreed on breaking down the silos that separate the Hispanic and general markets. Hinnant and Rentrak spoke about the importance of measuring all the screens, not only on TV, since content has become fluid. “There has to be better measurements in the long run across all screens”. Steven Wolfe Pereira, executive VP of MediaVest and general manager of MV42 | MediaVest Multicultural, who moderated the panel, indicated that mobile has been converted to the first screen. Parada of U.S. Discovery emphasized that in the mobile medium, not all advertising is welcomed. “It has to be relevant. As creators of reality content, we put out relevant messages that involve our consumers”. The panel also brought up the issue regarding language where they agreed that good content supersedes language.