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Lee Vann From Captura Group: Snapchat Is Connecting With Hispanics
Manuela Walfenzao| 19 de mayo de 2017
Vann: La medida hará renacimiento del comercio electrónico en el mercado hispano
Lee Vann, Founder and CEO at Captura Group, wrote an article in Media Post where he wonders if Snapchat is going to end with TV in Spanish. He explained that this social network and message app is an alternative to television, with more than 10 billion daily video views and its partnership with channels such as NBC, ESPN, CNN, NFL, MTV, Food Network, Bleacher Report and Mitú.U.S. advertisers spend $6.2 billion on TV in Spanish. Giants like Univision and Telemundo get the big slice, but Snapchat could change this. “Snapchat’s audience, content and platform is most certainly connecting with Hispanics and thus, attractive for Hispanic advertisers” said Vann. Regarding the audience, according to eMarketer, Snapchat reaches 53% of all Hispanics and according to comScore, in May 2016 this network reached 12 million Hispanics. “As marketers continue to shift their focus to millennials, they are increasingly including Hispanics in their plans and those plans are likely to include more Snapchat and less Spanish-language TV” said Vann. Although Vann ruled out the death of TV in Spanish, he did guarantee that Snapchat is well positioned to take away part of their ad dollars. However “one thing’s for sure, though, Snapchat is changing the way Hispanics consume video content and along with it the very idea of television, including Spanish-language TV as we know it.”
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