The Dominican Republic’s Grupo Corripio and Puerto Rico’s Grupo Ferré Rangel are the two largest media groups in the Caribbean. Both groups have a significant commonality: a very important audience reach in the United States. With the audience as a backbone, “both media companies joined forces in 2018 to build a larger and stronger audience network of Hispanics in the U.S,” Augusto Romano, CEO of Digo Hispanic Media tells Portada.
The U.S. Hispanic population has grown from 50.5 million in 2010 to 62.1 million in 2020. Hispanics accounted for 51% of entire U.S. population growth during that period. Due to the relative youth of the Hispanic population and its entrepreneurial character it can be said that, more than any other group, Latinos drive the U.S. economy.
In addition to its owned and operated sites, Digo Hispanic Media includes other handpicked premium, reputable, and well-established Spanish language publishers from Latin America and the U.S. in its network.” According to Romano, these premium publishers are the first point of reference for Hispanics in the U.S. and they have the need of staying connected to the news of what’s happening in their country of origin.” For example, these audiences are interested in content that deals specifically with sports heroes of Puerto Rican origin El Nuevo Dia Puerto Rico Managing Editor, Rafael Lama tells Portada .
The Vision for 2025…
“We are a data-driven company and our purpose has always been to make true connections between audiences and brands,” Aisha Burgos, SVP, Sales & Marketing, at Digo Hispanic Media asserts.
“By 2025 we expect to take this to the next level by continuing being strategic with our partners, delivering the correct data connectivity and addressability with the audience they want to engage with, not only at the correct time, through the correct channel or device, but also in the correct environment, either in the real world, the metaverse or even outer space. The sky is the limit, pun intended!”, Burgos adds.
By 2025 we expect to take this to the next level, either in the real world, the metaverse or even outer space!
Supporting Digo’s network of publishers is another key element of Digo’s DNA .”As we all know content is king and the audience is the queen, and those are the two most valuable assets that publishers have. We will be side by side with our publishers to ensure that they can continue catering to their audience the content that they need and want in the formats and channels that they prefer, while they can also rely on us in helping them future-proof their business with new ad tech, user experience best practices and new monetization capabilities,” says Burgos.
…and What It Means for Brands.
Premium content and brand safety are two key pillars of Digo’s offering. “Advertisers will benefit from all of the above, plus they will have exclusive access to premium and culturally relevant environments where they can connect and engage with their desired audience,” CEO Romano emphasizes. Digo has developed its own ad-tech stack, which allows it to offer audience segmentation, dynamic-creative optimization and other services to advertisers. Digo also has partnerships with major DMPs. “Our ad-tech, plus our audience first-party data and our network allow us to develop the perfect solution for our clients, aiming always to achieve their business goals. Our clients will also benefit from relevant insights related to their target audience and will be able to execute new and more intelligent strategies to continue improving its ROAS,” Romano mantains.
Hispanic Media: Owned and Operated Sites Meet Brands’ Thirst for First-Party Data
In times of cookieless marketing and brands’ imperative to gain first-party data, having a Hispanic media partner who owns and operates (OO) digital media properties is very advantageous to advertisers. “Having owned and operated sites gives us a competitive advantage vs other networks since we are able to identify our audience and gather our first-party data with a key-value setup – universal id’s – allowing us to push the audience segments to our Ad Manager, SSP and/or our DSP. “This enables us to maintain data connectivity and addressability in a cookieless world. We have been testing and executing campaigns with this cookieless approach and we’ve seen great results in performance and costs,” Romano concludes.