Canela Media, a leading digital media technology company, announced it will serve as the exclusive advertising and sales representation for the biggest Hispanic-focused web properties in the world—Sport.es, Marca, and Mundo Deportivo.
As part of its relationship with Hispanic Exchange (HEX), a leading Spanish speaking exchange who manages and represents all the publishers’ digital portfolio in the US and Latam, Canela Media will represent 100 percent of ad inventory for all Grupo Zeta, Unidad Editorial, Grupo Vocento, BlueMedia and Grupo Godo sites. Grupo Zeta, in addition to managing Sport.es, publishes El Periodico, a leading daily newspaper in Spain that covers global news.Marca’s publisher, Unidad Editorial, also oversees an extensive portfolio that includes El Mundo, Spain’s second-largest printed daily newspaper, and Expansión, a leading economic and business newspaper published in Madrid.Mundo Deportivo’s publisher, Grupo Godo, also publishes La Vanguardia, a daily online newspaper published in Valencia.
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Commenting on this news, Canela Media’s founder and CEO Isabel Rafferty stated, “Our exclusive publisher relationships provide advertisers with a clear competitive advantage—the ability to reach multicultural consumers at scale with general market technology and know how. Publisher exclusivity is extremely rare, but we have been able to achieve such coveted deals because of our strong reputation and deep relationships in the market. We look forward to leveraging the power of these sites in the US by coupling deep data insights with culturally relevant creative campaigns to create meaningful, authentic digital experiences.”
“Canela Media’s representation of our ad inventory gives brands unprecedented access to connect with multicultural audiences at scale,” said Jamie De Toro, CEO of Hispanic Exchange. “Through this partnership, we strengthen our ability to deliver the best possible content aligned with the interests of our large and vibrant community of readers. We are excited to partner with Canela Media and take our business to the next level.”
Rafferty continued, “Multicultural consumers over-index against the rest of the US population on mobile. Industry giants in the space, specifically Univision and Telemundo, are broadcast companies that are a decade behind in digital, leaving a major gap in their ability to effectively connect brands with the highly fragmented US Hispanic market. Not only are US Hispanics a mobile-first market, they are highly engaged—making exclusivity with these sites so critical to a brand’s success by allowing them to authentically connect with multicultural audiences when they are most engaged.”
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“Hispanic Exchange is going through an exciting time, as we recently added a new editorial team for Marca in the US to expand our content to better serve our audience in the country,” continued de Toro. “Marca’s reach among the digital population is more than four times greater than that of Telemundo and Univision. We look forward to having Canela Media handle the monetization of our sites while we continue to grow all of our media properties by providing the best possible content to engage our audiences.”
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.
This news comes on the heels of Canela Media’s recent official launch and Rafferty’s growing industry recognition, as she was recently the recipient of the 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.