U.S. HISPANIC
Canela Media: A new era of media driven by Latino youth is coming
Maribel Ramos-Weiner| 19 de noviembre de 2021
Media Buying in 2022 del Hispanic TV Summit
Isabel Rafferty Zavala, President, and CEO of Canela Media estimates that a new era of media is coming, driven by young Latinos. Rafferty participated in the Media Buying and Ad Sales panel alongside Jason Hall, Estrella TV VP of Ad Sales, and Michael Roca, Omnicom PHD Managing Director of Multicultural. The moderator was Court Stroud, CEO of The Cledor Group.
The panel discussed the rapid changes that are threatening the growth of Hispanic ad spend including still a “non-Hispanic” advertising trend among many brands.
It also focused on the new opportunities for brand messaging that advanced advertising and streaming content are providing to advertisers.
Hall pointed out that the Hispanic community is under-served by advertisers. “They represent 13% (about US $ 2 trillion) of total US purchasing power and ad spend is well below that percentage,” he said. He added that one of the under-served categories is financial. “We need a real commitment,” he concluded.
