¿hablas español? - bloomberg l.p....drops of 5 to 8% for u.s. newspapers1 • gains made by papers...

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¿Hablas Español? Capturing opportunities with

Spanish language content

Webinar

September 22, 2016

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Introducing our hosts

Christine Morgan Paul Sweeney

Click to edit Master text styles

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Speaking of opportunities

Global demand for Spanish language content is

rising. Audiences are hungry and vastly

underserved. Publishers that deliver can drive

traffic and engagement. Are you ready?

1. Sizing the opportunity

2. Mapping the content

3. Capturing the moment

4. Filling the pipeline

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1. Sizing the opportunity

“The Hispanic Market Imperative,”

Neilsen Company

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.

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The US Hispanic market

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1, 2 Pew Research Center

3 Neilsen Company

• 53 million people representing 17% of the US population1

• Growing to 29% of the population by 20502

• Estimated $1.5 trillion in buying power3

• Median age of 29 years — younger than most other groups

• Leading in adoption of digital devices, mobile and video consumption

Josh Chasin, comScore chief research officer

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.

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The Latin American market

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Sources: Latin Link, ComScore, Li & Fung, Cosmetics Business News, MarketingProfs

• Younger populations — median age is 27.6 in Mexico and 29.3 in Colombia

• Latin America’s Internet population is the fastest growing in the world

• Similar to China as a consumer market, but with much higher per capita spending

• Latin American consumers spend an average of 10 hours per month on social

media—twice the global average


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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

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Mexico 121 million

people

Caribbean 39 million

people

Spain 46 million

people

Central America 42 million

people

South America

184 million people

1 Instituto Cervantes

2 World Bank

U.S. 53 million

people


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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

spending is forecast to account for 8.4% of all

global spending in 2018

• The Latin American entertainment and media

market is US$77B and growing 9.7% annually

Spain

• Advertising spend in Spain is growing and

expected to reach US$6.9B by 2018

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What are the implications for publishers? • Large, young, fast-growing market segment

• Historically underserved

• Digitally engaged, mobile-friendly consumers

• Diverse content needs

• Overindexing spenders

This is an historic and significant opportunity.

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2. Mapping the content

3 essentials for Spanish language content

Language localization

Regional relevance

Cultural relevance

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Publishers need to master all three — not pick and choose.

1 2 3


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Lost in translation?

• 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

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• 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

Regional relevance

Univision (US)

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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.

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1 McKinsey Global Report

2, 3, 4 Latin Link


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The original Spanish translation of this popular

campaign read, “Are you lactating?”

Translation of English language content

is not sufficient. Language is only one

difference to consider.

• Age/generation

• Cultural values, norms and nuances

• Buying habits

• Lifestyle

• Local media market

• Political and religious beliefs

• Acculturation (bilingual media consumption)

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Cultural relevance

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.

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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

Preparing to succeed

Find your audience

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1 Help your audience find you 2 Engage 3 Monetize 4 Strategize 5


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Which audience is yours?

5 key questions for publishers

1. Which Spanish language territories will you

cover?

2. Which age groups?

3. Which income brackets?

4. Which in-demand topics?

5. Which platforms?

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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

revenue is estimated at US$1.88

billion in Latin America — up 3% year

over year compared to 1% growth

rates in the U.S.4

Print is in play

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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


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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

4. Right platforms: print, digital, mobile, broadcast

5. Right distribution: timing, volume, frequency

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Searching for answers

Search 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.

• Tailor content so it gets listed earlier and more frequently

• 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

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DIGITAL

5 ways to improve digital engagement How to keep Spanish language

audiences coming back for more

Deliver high volumes of local, relevant Spanish

language content.

1. Volume, Relevance

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Incorporate social sharing, user-generated content

(UGC), paid traffic.

2. Social media

Team with other publishers to combine coverage and

share audience.

3. Partnerships

Use content recommendation platforms and search

engine marketing (SEM).

4. Paid strategies

Measure results with Google Analytics, comScore and

other platforms.

5. Metrics


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Moving toward monetization

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Sources: Think With Google and Statista

• 66% of U.S. Hispanics pay attention to online ads—20 points higher than the

general population

• 93% of those who watch ads take action: search, visit, purchase

• In Latin America, 54% of respondents said they trusted social media

advertising, compared to 46% worldwide


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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

6. Target advertisers who cater to Spanish language

audiences

7. Offer sponsorships for all Spanish language content

8. Create Spanish language content bundles

9. Augment revenues with ad networks and exchanges

10.Separate free and premium content

11.Sell multiplatform advertising packages

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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

• Select the target audience(s)

• 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

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4. Filling the pipeline


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Bigger, better, faster, more • Under-investing in content will limit the chance

of success

• High content volumes are essential for building

an audience and driving traffic

• Covering one story is easy—covering global

news is exponentially more difficult

• Publishing a few Spanish language stories is

easy—providing dozens daily is not

• Consider licensed content to increase volume

and fill gaps in coverage

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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

6. Test audience appetite for new subjects

7. Gain access to well-known Spanish language

newsmakers

8. Build credibility quickly with Spanish language

audiences

9. Get more content for your Spanish language budget

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Questions?

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¿hablas español? - bloomberg l.p....drops of 5 to 8% for u.s. newspapers1 • gains made by papers...

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