Marina Filippelli, CEO of ORCÍ; Carla Kelly, SVP of Client Partnerships, Advertising & Partnerships at NBCUniversal; Ronald Méndez, EVP of Cultural Investment & Strategy Lead at GroupM; Alex Minicucci, VP of Diverse Omni-Channel Investment Lead at Horizon Media and, Court Stroud, Visiting Associate Professor of Business at Marymount Manhattan College
In a talk on growth strategies for the Hispanic TV ad market, Carla Kelly, Senior VP of Client Partnerships, Advertising & Partnerships at NBCUniversal, argued that it’s a fallacy to believe that a total market approach will guarantee engagement with the Hispanic audience.
“Many still believe that a total market approach is enough to effectively reach Hispanics, but that’s not the case. To connect with this audience, brands need to tailor their approach to reflect what matters most to Hispanic consumers. We’re committed to demonstrating the value of investing in Hispanic TV. Inaction is not an option. If a brand wants to grow, it must invest in audiences that are expanding, like the Hispanic market,” she said.
Joining Kelly on the panel, moderated by Court Stroud, Visiting Associate Professor of Business at Marymount Manhattan College, were Marina Filippelli, CEO of ORCÍ; Ronald Méndez, Executive VP of Cultural Investment & Strategy Lead at GroupM; and Alex Minicucci, VP of Diverse Omni-Channel Investment Lead at Horizon Media.
Filippelli and Méndez both agreed that it’s essential to educate their allies to help bridge the advertising investment gap between the Hispanic market and the general market.
Minicucci added that he’d prefer to eliminate the term “general market” in favor of a more inclusive approach.
When questioned about the decline in Hispanic TV ratings, Minicucci noted that streaming has contributed to erosion, but it’s significantly less than in the general market.
Kelly also noted that they’ve observed a shift of viewers toward streaming. She added that another trend they’ve noticed is the ability of live content to attract audiences to linear TV.
Kelly también apuntó que han visto la migración de los eyeballs al streaming. Agregó que otra cosa que han observado es el poder del en vivo para llevar a la gente al lado de la TV lineal.
Kelly emphasized that streaming platforms provide an opportunity for greater representation of Hispanic and diverse content, “It’s a place where stories can be shared.” She mentioned the upcoming original documentary with J. Balvin as an example, addressing mental health and comprehensive well-being.
To advertisers and brands aiming for growth, they recommended objectivity and data-driven evidence to show that Hispanics fuel increases in each consumption category. “For incremental reach, you need to add Hispanic advertising to your media plan,” she stated. They proposed using retailers (stores) as testimonials to showcase the impact of Hispanic consumption.
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