We were very impressed with Consorte's deep understanding of the Hispanic marketplace as well as the company's ability to identify and fine tune which ads worked and which didn't
San Francisco, CA (PRWEB) September 18, 2007
Consorte Media, the leading provider of online marketing solutions targeting the Hispanic market, today introduced its online advertising platform that connects advertisers with Hispanics online. Consorte's tightly integrated solution includes a media network of premium content sites, an extended advertising network of third-party content sites, and targeted lead generation services, which together enable advertisers to reach more than 20 million Hispanic consumers online today in the U.S. With a reach of nearly one billion impressions per month and traffic of 12 million unique visitors per month, the Consorte Network has attracted more than a dozen early customers, including such top brands as Best Buy, SendMe and Dealix.
Advertisers have yet to tap the tremendous opportunity presented by the 20 million U.S. Hispanics online. That's because the fast-growing Hispanic market is complex, and there is little research available on what actually appeals to Hispanic consumers online, so advertisers often rely on generalizations or stereotypes about what Hispanics respond to. For example, the Spanish language is not the market's sole defining characteristic. In fact, only a third of the U.S. Hispanic population has a Spanish-dominant language preference, which means that simply translating ads into Spanish does not necessarily translate into clicks. With few targeting resources at their disposal, many advertisers that have gone directly to well-known Hispanic-focused publishers and paid a premium have walked away from the experiment mistakenly thinking: "Hispanics just aren't online."
Consorte Media is the first company to develop an effective, wide-reaching platform for targeting the U.S. Hispanic market online. Consorte uses a blend of proprietary targeting and optimization technology, a deep knowledge of the Spanish language and Hispanic culture, and a research-driven methodology to know where to find Hispanic customers online, what they will respond to, and how to optimize campaigns for results. Consorte's network includes both high profile sites, as well as smaller "long tail" publishers, enabling the company to reach a broad cross-section of Hispanics online.
"Online advertisers are eager to reach the fast-growing Hispanic market, but they need help finding and communicating with this audience," said Alicia Morga, founder and CEO of Consorte Media. "Consorte Media has spent years building up an extensive network of publishing partners, as well as developing our own premium content sites, to provide a huge base of high quality Hispanic traffic and leads to advertisers. We also developed proprietary targeting and optimization technology that enables us to find the right people for the right campaign, test what works, and ultimately identify which messages lead to the highest conversion rates."
Best Buy Staffs Up with Consorte
Since rolling out its first pilot program and securing venture funding from Mayfield in 2006, Consorte has signed more than a dozen top brands as customers, including Best Buy, North America's number-one specialty retailer of consumer electronics, personal computers, entertainment software, and appliances. Best Buy is working with Consorte to attract highly qualified, bilingual employees in its key markets.
Best Buy is committed to having a diverse workplace and hiring the best-qualified staff in its stores to serve customers, and the company was looking to attract bilingual candidates with specific technical expertise. Best Buy turned to Consorte to reach this targeted group of potential employees.
Consorte developed an integrated lead generation campaign for Best Buy that included online advertising, targeting, lead capture, and delivery. Best Buy first tapped into Consorte's ad network to place ads with its targeted publishers, and worked with Consorte to optimize its ads for results. Best Buy then used Consorte's geo-targeting capabilities to deliver ads just in the areas where new stores were opening. Click-throughs were routed to a custom form site, offered both in English and in Spanish, that filtered candidates and delivered qualified candidates to Best Buy in real time. The Consorte campaign was a success, delivering very high click-through rates and generating more than 30 highly qualified leads per day for each new store opening.
"We were very impressed with Consorte's deep understanding of the Hispanic marketplace as well as the company's ability to identify and fine tune which ads worked and which didn't," said Jeff Weness, Director of Hispanic Initiatives at Best Buy. "Working with Consorte, we were able to identify highly qualified candidates in our key markets."
"Today's audiences are more savvy, harder to reach and even tougher to engage than ever - and nowhere is this more true than with the fast-growing U.S. Hispanic market. Hispanics are moving online at a rapid rate, and they want to see personalized, targeted marketing messages tailored to their unique needs, language and culture," said Morga. "As evidenced by our work with Best Buy and other customers, targeted advertising platforms such as Consorte's are transforming marketers' ability to identify and connect with precisely the audiences they want to reach."
About Consorte Media:
Consorte Media is the leading provider of online marketing solutions targeting the Hispanic market. Through its media network of premium content sites, its extended advertising network of third-party sites, and its targeted lead generation services, Consorte provides companies with multiple ways to connect with Hispanic consumers online. Consorte applies its Spanish-language media expertise and deep knowledge of the Hispanic consumer market to generate high quality results for its customers, including such top brands as Best Buy, SendMe and Dealix. Consorte Media is a privately held company based in San Francisco, Calif. For more information about Consorte, please visit http://www.consortemedia.com.
Kari Moe Straley