Digital Corner

May 10, 2016

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“Reaching a vast audience is not good enough if you cannot truly connect with them.”

Entravision’s digital media offering is unique in that we lead the industry in online Hispanic, or (i)Hispanic, reach and we also have the ability to precisely target (i)Hispanics across acculturation levels. The latter empowers advertisers to both reach and touch the distinct sectors of the marketplace. Furthermore, our penetration of the rapidly growing (i)Hispanic market continues and has been largely driven by the 2014 acquisition of Pulpo.

Pulpo is ranked #1 by comScore in Hispanic Reach and Bicultural Audience Network categories, but reaching a vast audience is not good enough if you cannot truly connect with them. Pulpo harnesses the power of Big Data, enabling brands to hyper-target consumers, one-on-one and at scale, across web, mobile, video, social, and audio streaming channels. Pulpo’s targeting solution is based on a proprietary algorithm that takes into account Hispanic acculturation levels, making targeting much more relevant and ultimately improving your ROI.

Our digital services go well beyond display media. Last year, we began to work on our mobile app strategy and earlier this year we started rolling out new personality apps. The first app to roll out was Erazno y La Chokolata. All aspects of El Show de Erazno y la Chokolata have been turned into an interactive and mobile feed that fans can engage with via the app, allowing the audience to connect with the show in real time through a visually shared experience.

Within 5 weeks of going live, the app reached nearly 100,000 downloads with over 75,000 monthly active users (MAUs). The ad-supported app provides a vast range of creative and dynamic options for advertisers, such as video links, free music, tap-to-call, tap to-URL, scratch-off, secret word, polling/surveys, and talk back features to name a few.

We are currently developing apps for the rest of our talent, as well as for our owned and operated stations. The new apps go well beyond a “listen only” mode by providing advertisers with interactive features that drive in-depth user engagement.

In future newsletter editions, we’ll be providing additional reviews of our digital offerings, as well as sharing concrete strategies on how we’re deploying effective integrated media initiatives for our clients.