Monthly Archives: May 2008

An English Language Latino Themed Show Breakes The Mold


LatinEyes Gives the Regis and Kelly Show a Run for Their Money

The indie television show that reaches 50 million households was the second most watched show in Sioux Falls according to Nielsen’s February 2008 book. “We were pleasantly surprised to see that the ratings for LatinEyes were so close to those for Regis & Kelly in the February 2008 book,” said Karen Floyd, Program Director at KELOLAND TV & UTV, a CBS affiliate. Both shows air at 9:00 am in Sioux Falls. In fact, LatinEyes was the second highest rated show in the time period. “When we replaced our local news program with LatinEyes in February 2008 we knew we’d have calls from viewers.” Viewers don’t like change and some have very strong opinions about replacement programs. “We are pleased with the program and hope for continued success in the time period. Thank you for the positive results we’ve had with stripping LatinEyes.” The show’s web site is re-launching with social features and video widgets and more via Luminacion.com. LatinEyes has build communities around the segments of travel, cuisine, entertainment, culture, style and technology. www.luminacion.com


2008 Latino Lifestyle Study
According to the Cassandra Report, the industry’s foremost comprehensive lifestyle study of 14-34-year-old mainstream consumers and trendsetters, young Latinos have already taken notice of their role in shaping American mainstream culture. “Unlike their ancestors, young Latinos embrace technology, are predominantly bilingual, and are the leaders of both their families and their larger communities,” explains Jane Buckingham, President of The Intelligence Group, the publisher of the Cassandra Report. “It is more important than ever for marketers to find ways to communicate with this growing demographic.”

Highlights from the 2008 Latino Intelligence Report:
– The 40% Perception: Young Latinos are feeling their influence growing. When asked what percentage of the United States they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%). At the same time, 49% believe they are the group with “the greatest influence on trends” in the United States.
– Latinas Rising: In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have. For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs 42% of non-Latinos.
– Cautious Optimism: Young Latinos are largely optimistic and social: They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%) and twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”
– Social Networking: There is no digital divide for this generation: 88% of young Latinos report having a MySpace or Facebook profile, essentially the same figure as non-Latinos (87%). Read the whole story.


Net Video Views Topped 10 Billion In February
Views Up 66% Year Over Year, ComScore Reports
U.S. Internet users viewed 10.1 billion online videos in February—up 66% year over year—with Google’s YouTube again capturing the lion’s share of the traffic with 34% of all videos viewed, according to Internet measurement firm comScore. For the month, nearly 135 million Internet users spent an average of 204 minutes viewing online video, down slightly from January when more than 139 million users watched an average of 206 minutes online. The average online video clip duration was 2.7 minutes for February, compared with 2.9 minutes the month prior. Read the whole story.


The Online Video Opportunity On A Recession

I got the first glimpse of a slowdown of the economy when a friend that is very active in chambers of commerce at the national level asked me if clients or other business owner with whom I socialize had reduced budgets. This was October 2007. Back then I had not felt recession first hand. Fast forward to January 2007, and the picture changed dramatically. Several friends that owned business were voicing their concerns on the slow down and I received the first request for postponement of projects.

Does that mean you have to stop everything? The answer is no. Large corporations usually increase budgets during these slow downs and that results in increased market share at the end of the down cycle.

In the digital era there is opportunity for everyone. Small and large companies can benefit of new online offerings like online video. According to recent research from comScore, 75% of Internet users watched online video in November 2007. Online video has many different manifestations from user-generated content on YouTube to commercials taken from the television airwaves. The key point when marketing on the Internet is the need for a new approach to video – the development of relevant, engaging content that is authentic and applicable to the topics that the user has been searching for.

As a marketer, you need to build a story around your brand functionality and put it center stage. What sets this apart from a shameless promotion is the relevancy of the content. A good example of this is what some hotels are doing: they create video content that gives viewers an insider tour of a city’s hot spots, hosted by the hotels’ concierges. According to when audiences view video that is interesting and relevant to them, they have a much richer experience. In addition, their engagement with the brand is far more valuable since they care about the story and trust the person telling it.

The opportunity here is the social interaction made possible by the Internet. You have a number of tools: blogs, social networks and widgets that facilitate spreading these videos virally. The saying says that a happy customer will tell 5 people, with the Internet, that same person could share a video he found interesting with his entire address book and friends in a network. Imagine loading several version of the video on widgets and tracking what works better or segmenting them by demographics.

On December 2007, I outlined the transformation taking place in the media and advertising industry. This change was caused by the Internet and the higher adoption of online video with the growth of broadband connections among other things. Technology has increased the output quality of cameras and that in turn allows for broadcast quality productions via small productions that cost a fraction of a traditional TV spot. Under these circumstances marketers have the tools to leverage the power of the Internet and online video to create strong and organic interactions between their brands and consumers.


An English Language Latino Themed Show Breakes The Mold


LatinEyes Gives the Regis and Kelly Show a Run for Their Money

The indie television show that reaches 50 million households was the second most watched show in Sioux Falls according to Nielsen’s February 2008 book. “We were pleasantly surprised to see that the ratings for LatinEyes were so close to those for Regis & Kelly in the February 2008 book,” said Karen Floyd, Program Director at KELOLAND TV & UTV, a CBS affiliate. Both shows air at 9:00 am in Sioux Falls. In fact, LatinEyes was the second highest rated show in the time period. “When we replaced our local news program with LatinEyes in February 2008 we knew we’d have calls from viewers.” Viewers don’t like change and some have very strong opinions about replacement programs. “We are pleased with the program and hope for continued success in the time period. Thank you for the positive results we’ve had with stripping LatinEyes.” The show’s web site is re-launching with social features and video widgets and more via Luminacion.com. LatinEyes has build communities around the segments of travel, cuisine, entertainment, culture, style and technology. www.luminacion.com


2008 Latino Lifestyle Study
According to the Cassandra Report, the industry’s foremost comprehensive lifestyle study of 14-34-year-old mainstream consumers and trendsetters, young Latinos have already taken notice of their role in shaping American mainstream culture. “Unlike their ancestors, young Latinos embrace technology, are predominantly bilingual, and are the leaders of both their families and their larger communities,” explains Jane Buckingham, President of The Intelligence Group, the publisher of the Cassandra Report. “It is more important than ever for marketers to find ways to communicate with this growing demographic.”

Highlights from the 2008 Latino Intelligence Report:
– The 40% Perception: Young Latinos are feeling their influence growing. When asked what percentage of the United States they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%). At the same time, 49% believe they are the group with “the greatest influence on trends” in the United States.
– Latinas Rising: In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have. For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs 42% of non-Latinos.
– Cautious Optimism: Young Latinos are largely optimistic and social: They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%) and twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”
– Social Networking: There is no digital divide for this generation: 88% of young Latinos report having a MySpace or Facebook profile, essentially the same figure as non-Latinos (87%). Read the whole story.


Net Video Views Topped 10 Billion In February
Views Up 66% Year Over Year, ComScore Reports
U.S. Internet users viewed 10.1 billion online videos in February—up 66% year over year—with Google’s YouTube again capturing the lion’s share of the traffic with 34% of all videos viewed, according to Internet measurement firm comScore. For the month, nearly 135 million Internet users spent an average of 204 minutes viewing online video, down slightly from January when more than 139 million users watched an average of 206 minutes online. The average online video clip duration was 2.7 minutes for February, compared with 2.9 minutes the month prior. Read the whole story.


The Online Video Opportunity On A Recession

I got the first glimpse of a slowdown of the economy when a friend that is very active in chambers of commerce at the national level asked me if clients or other business owner with whom I socialize had reduced budgets. This was October 2007. Back then I had not felt recession first hand. Fast forward to January 2007, and the picture changed dramatically. Several friends that owned business were voicing their concerns on the slow down and I received the first request for postponement of projects.

Does that mean you have to stop everything? The answer is no. Large corporations usually increase budgets during these slow downs and that results in increased market share at the end of the down cycle.

In the digital era there is opportunity for everyone. Small and large companies can benefit of new online offerings like online video. According to recent research from comScore, 75% of Internet users watched online video in November 2007. Online video has many different manifestations from user-generated content on YouTube to commercials taken from the television airwaves. The key point when marketing on the Internet is the need for a new approach to video – the development of relevant, engaging content that is authentic and applicable to the topics that the user has been searching for.

As a marketer, you need to build a story around your brand functionality and put it center stage. What sets this apart from a shameless promotion is the relevancy of the content. A good example of this is what some hotels are doing: they create video content that gives viewers an insider tour of a city’s hot spots, hosted by the hotels’ concierges. According to when audiences view video that is interesting and relevant to them, they have a much richer experience. In addition, their engagement with the brand is far more valuable since they care about the story and trust the person telling it.

The opportunity here is the social interaction made possible by the Internet. You have a number of tools: blogs, social networks and widgets that facilitate spreading these videos virally. The saying says that a happy customer will tell 5 people, with the Internet, that same person could share a video he found interesting with his entire address book and friends in a network. Imagine loading several version of the video on widgets and tracking what works better or segmenting them by demographics.

On December 2007, I outlined the transformation taking place in the media and advertising industry. This change was caused by the Internet and the higher adoption of online video with the growth of broadband connections among other things. Technology has increased the output quality of cameras and that in turn allows for broadcast quality productions via small productions that cost a fraction of a traditional TV spot. Under these circumstances marketers have the tools to leverage the power of the Internet and online video to create strong and organic interactions between their brands and consumers.


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