Workshops

Content is still king: Hispanic content that works.
Which content offerings appeal to U.S. Latinos? How do editors decide? What is the collaboration with ad sales to harmonize content and advertising? Best practices for sponsorship and advertorials. Tablets? Discuss.

After the RFP: How to build a digital schedule
Which elements go into a digital media schedule? What is the balance between premium display and non-guaranteed? What should I ask of the sales executive? What are the key performance metrics? Which creative works best? How do publishers optimize my creative? Stand-alone property or advertising network? How do I decide?

Presenters: Barbara J. Mitchel, VP, Sales, Batanga Networks

How should planners buy digital video? Linear and non-linear units. Professional content versus UGC. Formats, pods, and standards. Converting spots from telecast. What are VAST and VPAID?  Practice the 15% rule: Why shifting budget from telecasting works.

Presenter: Florencia Cersosimo, Director, Multicultural Sales, VEVO

¿Can you hear me now?: How to buy mobile

How should planners buy mobile? Mobile browser vs. native apps. What are the prevailing ad units? How should you think about tablets? How does geo-fencing work? Point of sale couponing. Using SMS effectively. QR codes. And more.

Developing Brands Online: Keys to a Strong Digital Signature

How strong is your client’s digital brand equity? Don’t you know? You should. Join us for a no holds-barred discussion on building robust brands online. Display, video, tablet, mobile: These vital platforms are evolving rapidly with solutions to promote products and services across the board. Give your brand the essential tools it deserves. Flourish and take share.

Moderator:
Seneca Mudd, Director, IAB

Evaluating Your Social Media IQ: How Top Brands Play To Win

Social media is a driving force in contemporary marketing. With hundreds of players, a myriad of technologies, and new applications launching everyday, how are you keeping up with developments? What’s your social media IQ? Come check-in on strategies and tactics you will need to navigate the new landscape of messaging, facepages, mobile and circles. It’s not your abuelo’s networking anymore.

Panelists:

Juan Jose Duran, Content Lead -- U.S. Hispanic Market, YouTube
Borja Perez, VP, Digital Media and Integrated Solutions, Telemundo
Zach Chapman, Regional Vice President, Univision Interactive Media

Moderator:
Liz Sarachek Blacker, CRO, Terra Networks

The Death Of The Hispanic Adult Demo As We Know It

Not just teens anymore, a 2nd generation of American Latinos is coming of age. These bicultural Latinos will dominate the 18-24 adult demo by 2013 and are consolidating strength and influence among 25-34s. A monumental shift in traditional Hispanic marketing, it is critical to know them.Explore how they are the same and different from slightly older foreign born Latinos; their lives & families, media & entertainment, brand orientations and shopping behaviors. Meet the new adult face of Hispanic marketing.”

Presenter: Nancy Tellet, Senior Vice President of Research and Consumer Insights for Tr3s: MTV, Música y Más

Attitudes toward Arbitron Data Collection Procedures among Hispanics in Emerging Markets

For all types of survey research, getting Hispanics to participate poses special challenges. How can marketers and media researchers improve survey participation rates among Hispanics? How does immigration impact survey response rates amongst Latinos? Find out at this enlightening workshop!

Uncover highlights from this recent research project that explored major barriers affecting survey cooperation from Latinos. Feedback was solicited from Hispanics in “emerging” Hispanic markets across the country including Boise, ID, Bridgeport, CT, Ft. Myers, FL. and Tucson, AZ.

Join research experts as they examine how the valuable findings will apply to potential revisions to Arbitron procedures and materials in an effort to improve survey response from the Hispanic segment of the audience.

Presenters:  Ed Cohen, Vice President – Research Policy and Communications, Arbitron, Inc.

Account Planning Awards 

Winners of the 2011 HAPE Awards will demonstrate excellence in account planning as they take us behind the scenes of their winning entries.

Moderators: Pablo Buffagni, Chief Creative Officer, Conill

Verena Sisa, VP, Chief Strategy Officer, Conill

Targeting Today's Hispanic Shopper

In this session, Leylha Ahuile will delve into the behavior of the Hispanic shopper. From where they shop to key motivators in different categories and how their shopping behavior has changed due to the recession. This presentation will look at the Hispanic shopper of: apparel and footwear, personal care products, household products, groceries, and personal and household electronics. Attendees will walk away with a clear understanding of Hispanic consumers' shopping trends and how to target the quickly changing Hispanic shopper.

Presenter: Leylha Ahuile, Senior Analyst of Multicultural Reports, Mintel International Group

Winners of the 2011 HAPE Awards will demonstrate excellence in account planning as they take us behind the scenes of their winning entries.

Moderator: Verena Sisa, VP, Chief Strategy Officer, Conill