Consorte Launches Ad Network Focused on Hispanic Market

  |  September 18, 2007   |  Comments

Newly announced Consorte Media early customers include BestBuy, SendMe Mobile, and Dealix

Although it's acknowledged as a fast growing online market in the U.S., advertising to Hispanics presents a challenge: matching ads with the correct mix of language, interests, topics, and publishers. Working to address this challenge, Consorte Media has launched to help advertisers reach Hispanic consumers.

The San Francisco-based company has established a three-pronged business focused on lead generation, a media network and an ad network. Its online advertising platform includes a mix of media content sites, third-party content sites, and targeted lead generation services, which collectively deliver approximately one billion impressions per month to 12 million unique visitors, said Alicia Morga, Consorte's founder and CEO.

Because Consorte targets a specific market, Morga said the company isn't trying to replace larger ad networks like Google or Yahoo, but to complement them with Consorte's market knowledge and relationships with long-tail publishers.

"We don't replace [Google AdSense]," she said. "We're not remnant inventory either. We're premium placement."

Morga insisted the Hispanic market has been underserved and too many advertisers are frustrated by an inability to reach their target audience. She said simply translating an English language ad into Spanish and then relying only on large Hispanic publishers to disperse the message often doesn't effectively reach or persuade specific demographics, and she claims Consorte can reach a larger number of sites with a targeted message based on the company's research. As U.S. Hispanics generally fall into the three categories of Spanish speaking, English speaking or bilingual, so advertising on a Spanish language-only site to reach Hispanics risks missing two thirds of the market, she added.

Tamara Barber, data analyst, Hispanic Technographics with Forrester, agrees.

"Understanding how to reach Hispanics online is complicated, and the Hispanic market is complex," said Barber. "You have language factors, and cultural factors, and then all your other factors like age [adding to the complexity]. Having someone like Consorte, who has been involved in the market for a while now and is focused on the Hispanic market, is a good thing for advertisers... looking to go beyond the Univisions and the Yahoo Telemundos of the world."

Forrester research indicates 70 percent of online Hispanics are "Gen X and Gen Y," or between the ages of 18 to 41, making them a prime demographic for advertisers.

Consorte's initial advertiser base includes BestBuy, SendMe Mobile, and Dealix. The electronics retailer BestBuy initially used its lead generation services to find bilingual employees for its stores around the country with positive results, said Jeff Weness, Best Buy's director of Hispanic initiatives, and now the retailer plans to expand into general online advertising with Consorte.

"They've really wowed us with not only the number of leads they've generated for us, but the quality of the leads," he said. "As we start doing more traditional advertising, driving people to stores and online, we're excited about what Consorte can do with that."

Morga officially founded Consorte in 2005. What followed was a long development and market research process that led to the stealth launch of its ad network this past Februar and its official launch this week.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!


Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...