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Portada 2014 Forum on Hispanic Advertising and Media Provides Brand Marketers, Agencies Further Understanding of Latinos' Habits

First Posted: Sep 18, 2014 04:54 PM EDT
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Photo : Michael Oleaga

A leading source of news and analysis on Latin marketing and media presented a two-day conference on the growing influence of Latinos' in business, media and programming. Portada hosted the Hispanic Music and Entertainment Marketing Forum on Sept. 17, and the eighth Annual Hispanic Advertising and Media Conference on Sept. 18.

Nielsen Vice President of Multicultural Growth and Strategy Courtney Jones presented the "A Radiography of Hispanic Music and Entertainment Consumption" session on Sept. 17. Jones explained the role of Hispanics and marketing, stating, "The Hispanic market offers a huge domestic growth opportunity for brands looking to grow their bottom line. The Latino population is increasing it's buying power and with 59 [percent] of Hispanics under the age of 35, a great opportunity to establish brand loyalty."

According to Portada Publisher Marcos Baer, the annual conference aims to provide "high quality" content for its attendees, who consist of agencies, brand marketers and media executives targeting the growing population and increasing buying power of Hispanics.

"The quality content provides a credible frame for brand marketers, agencies, media properties and service providers to meet and potentially conduct business. The #Portada14 agenda is the best in the marketplace," Baer told Latin Post.

The Portada publisher highlighted several high-quality sessions during the two-day conference, including new trends in branded entertainment, a case study on Hispanics and health care and a panel on "What is Programmatic."

Baer noted that the session "How JC Penney Markets to the Latina Brand Muse" highlighted the company's marketing organization restructuring. JC Penney Media Manager Ana Lucia Soto and Brand Marketing Strategy Director Lyris Calisto Leos discussed how the Latina consumer represents the main growth for the retailer, Hispanic consumer insight and how to market a vision and media plan.

Baer also moderated a one-on-one interview with Freedom Communications CEO Aaron Kushner for "The Future of Print and Digital Media According to a Major Player" session. The on-stage interview focused on Freedom Communications' extensive involvement in print media during recent years, despite many companies switching or focusing on digital media.

"The media and marketing world are going through enormous changes brought forward by technological innovation. The use of data, online video, programmatic media buying and content marketing are the main trends that are evolving. Portada takes particular pride in reporting about how these new trends impact the Latin world," said Baer, specifically recognizing the trends from the U.S. Hispanic market, Latin America and Spain. 

Nielsen's Vice President of Multicultural Growth and Strategy Courtney Jones at Portada's
(Photo: Michael Oleaga) Nielsen's Vice President of Multicultural Growth and Strategy Courtney Jones at Portada's "A Radiography of Hispanic Entertainment Consumption" session.

According to Baer, Portada has helped provide analysis on media and marketing by hosting "cutting edge" conferences in Los Angeles, Miami, New York City and Mexico, "but also through English and Spanish-language websites and magazines."

"The conference is good because it specializes the relationships between businesses, and it can improve their products they're driving for the consumers and clients' needs," Portada conference organizer Felipe Sierra said.

Portada's next conference is set for Mexico. The Foro Mexico de Publicidad y Medios, or the Mexico Forum of Advertising and Media, is set for Oct. 14 featuring guests from American Express, Microsoft and Samsung.

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