Connecting Brands with the Hispanic Mobile Consumer by Jorge Rincon, CEO at RedMas. Presentation for Portada's 2012 Mobile Marketing Forum in New York City. Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013 Learn more at: http://www.portada-online.com/conferences

1. CONNECTING BRANDS WITH THE
HISPANIC MOBILE CONSUMER
© 2012 RedMas ™. All rights reserved.

2. RedMas – Portada 2012 Mobile Case Study Presentation
About RedMas
RedMas has pioneered the way brands and content owners interact with the
U.S. Hispanic & Latin American audiences via their most valuable
communication source, their mobile devices.
We have the most comprehensive Mobile Advertising Network, incorporating
dozens of publishing partners, such as GDA
Group, Televisa, Univision, Telemundo, AccuWeather, Sprint, Boost and
MetroPCS, to mention a few.
RedMas is an integral part
of the Cisneros Group of
Companies, one of the
largest Spanish-language
content distributors
worldwide.

3. RedMas – Portada 2012 Mobile Case Study Presentation
U.S. Hispanic Mobile Market Facts:
25% of
Hispanics are more
Hispanics outpace all ethnic groups in mobile likely to follow a
data service consumption including music and brand online, and are
picture downloads. more likely to
consume mobile
Hispanics are leading the growth multimedia.
in mobile media adoption
There are almost 33.3MM Hispanic mobile subscribers
57% of Hispanics own a
Smarthphone
60% of Hispanic households
own at least one video and
3 in 4 Hispanics
Internet enabled mobile device.
Use Mobile Media
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011

4. RedMas – Portada 2012 Mobile Case Study Presentation
U.S. Hispanic Mobile Market Facts:
Digital Hispanics spend 42% of
their media time multitasking
28% of Hispanics find out about
what’s playing on the Movies
from their mobile device.
30%
28% of Hispanics use the Internet of Hispanic Mobile owners
to buy airline tickets while 23% recognized that they can’t
preferred to use Mobile Apps to live without their beloved
make the purchase. devices.
34% of Latinos use their mobile
devices to brag about their
vacations on Facebook or other
social networks
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011

5. RedMas – Portada 2012 Mobile Case Study Presentation
U.S. Hispanic Mobile Market Facts:
Price comparison and search for
information are the two topics that drive
mobile searches among U.S. Hispanics
36% of Hispanics use Mobile searches to
compare auto prices
40% of Hispanic mobile customers
considered safety as the determining
factor when buying a car
22% of US Hispanic Mobile Users search for automobile
information from their mobile phones
Hispanics spend 68 percent more time watching video on the Internet
and 20 percent more time watching video on their mobile phones.
SOURCE: RedMas, eMarketer, Google 2012 Mobile Planet Smartphone Research, Nielsen Q4 2011

6. Case Studies

7. RedMas – Portada 2012 Mobile Case Study Presentation
Automotive: Toyota Mobile Campaign
24% of U.S. Hispanic mobile users preferred Toyota according with
RedMas survey ‘Mi carro nuevo’
INDUSTRY: Automobile
CAMPAIGN OBJECTIVES:
Create and sustain presence for
NCTDAA (Northern CA Toyota
Dealership Advertising Association)
among Hispanic mobile consumers
TARGETED AUDIENCE
Hispanic Adults 25 – 54
STRATEGY:
Create awareness for NCTDAA on high
reach mobile sites within RedMas’s
Network

8. RedMas – Portada 2012 Mobile Case Study Presentation
Voto Latino: Obama Mobile Campaign
Hispanics are the fastest-growing bloc of voters in the U.S.
INDUSTRY: Political
CAMPAIGN OBJECTIVES:
Engage voters and promote the
candidate campaign efforts by reaching
Hispanics on specific DMAs
TARGETED AUDIENCE
Hispanic Voters 18+
STRATEGY:
To use an efficient method as Mobile
Marketing on RedMas’s Network to
reach the Hispanic electoral voters in
battleground states

9. RedMas – Portada 2012 Mobile Case Study Presentation
Telecom: Sprint EVO Mobile Campaign
57% of Hispanics own a Smarthphone
INDUSTRY: Wireless Telecom
CAMPAIGN OBJECTIVES:
To increase awareness, consideration
and convert current EVO and new
Hispanic mobile users to purchase the
new Evo LTE.
TARGETED AUDIENCE
Hispanics Mobile Users 18-49
STRATEGY:
Provide contextual
alignment, content/editorial and high
impact placement on RedMas’s
network of mobile sites, to increase
appeal and drive qualified engagers

10. RedMas – Portada 2012 Mobile Case Study Presentation
Beverage: Miller Lite Mobile Campaign
Hispanics are 19 percent more likely to purchase beer than the
rest of the U.S. population
INDUSTRY: Food & Beverage
CAMPAIGN OBJECTIVES:
Reach adult Hispanics using LDA
compliance mobile sites
TARGETED AUDIENCE
Hispanic Adults 21+
STRATEGY:
Buzz wording and raise
awareness of the new Miller’s
Punch Top can among U.S.
Hispanics and encourage trial

11. Jorge A. Rincon
CEO
RedMas
jrincon@redmas.com
@jorgerincon
www.redmas.com
@redmasadv
info@redmas.com