Canela Media, a leading digital media technology company, announced its official launch in the US market to provide brands with the best of both worlds – the ability to reach multicultural consumers at scale with general market technology and know how.
Canela Media’s founder and CEO Isabel Rafferty, recipient of Culture Marketing Council’s 2019 Rising Star Award, the Hispanic marketing industry’s premier award for outstanding marketing and advertising professionals under the age of 35, is globally renowned as a mobile marketing serial entrepreneur and has built several successful multicultural advertising businesses including Mobvious and Adsmovil. Rafferty will be inducted into the Class of 2019 Rising Stars during the CMC Annual Summit on June 11, 2019 at the Statler Hotel in Dallas.
Commenting on this news, Rafferty stated, “My passion is in digital technology and I’m extremely fortunate to have a supportive industry network of like-minded individuals who helped turn my passion into reality by teaming up with Canela Media.”
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Rafferty continued, “With Canela Media, we have developed a breakthrough digital media technology company for brands and agencies who are looking to couple deep data insights with culturally relevant creative campaigns to create meaningful authentic digital experiences. I look forward to the global impact Canela Media will have, by leveraging the power of problem solving technology.”
Canela Media ranks as one of the top five Hispanic media companies by ComScore and is also TAG Certified Against Fraud. In the same way that online dating services pair up prospective partners, Canela uses predictive intelligence, audience analysis and matchmaking machine learning technology to connect brands with multicultural audiences through three core channels – influencer marketing, audio and display advertising.
Canela is the largest dedicated influencer platform for multicultural influencers, boasting over 3,600 multicultural influencers on the platform. Canela’s Fraud Algorithms identify and block fake followers or engagement within influencer accounts and its predictive technology allows with 95% accuracy predict the results of the campaign.
Canela Media exclusively represents over 250 of the biggest hispanic publishers in the world including Fox Desportes, Forbes, Mujerhoy, Telva, and others, including three of the top Spanish Sport sites in the US industry—Marca, Mundo Deportivo, Sport. This form of ad distribution is critical for connecting with multicultural consumers as they are mobile first and over-index the total US population when it comes to mobile usage.
Canela Media provides brands with the best of precise targeting and data, including location data, browsing data, and cross platform targeting, to execute brand audio program objectives to disseminate their messages in a brand safe, uncluttered environment on podcasts, online radio and music streaming websites. Canela Media has access to 48 US Spanish radio stations, plus the ability to identify bilingual Hispanic audiences and African American audiences on English stations utilizing first party data. Multicultural consumers also over-index other audiences when it comes to listening to digital audio, be it Internet radio, streaming sites or other online media.
“Finding quality, relevant, brand safe environments at the scale and efficiency needed for effective media buying remains a persistent industry challenge,” said Gina Jorge, National Advertising and Brand Manager, Acura Division @ American Honda Motor Company, Inc. “Canela’s media products provide brands the ability to reach multicultural audiences with innovation and precision.”
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