MSN today expanded its offerings for advertisers looking to court U.S. Hispanic audiences, launching a Spanish-language video site and a mini-site for this week’s Billboard Latin Music Awards.
“Advertisers are looking at the Hispanic market as a huge opportunity that’s largely untapped in the U.S. today,” said Karen Redetzki, product manager for MSN Latino. “It’s a fast-growing demographic online that’s affluent, educated, and very loyal to brands.”
Warner Bros. Pictures will be the exclusive sponsor of the Billboard site, and has also bought Spanish-language advertising on MSN Latino’s entertainment channel to promote its upcoming horror film, House of Wax.
The Billboard Latin Music Awards site will feature exclusive photo galleries, interviews with finalists, related news items, links to downloadable songs and albums from MSN Music, video coverage of the awards, and other content.
The new video site, called MSN Latino Video, will launch with music videos and content from last year’s Billboard Latin Music events. It will be updated with footage from this year’s show, a pre-show red carpet event, and the awards presentation this week. MSN expects to add news and additional entertainment content to the site in coming months.
Content and advertising on the MSN Latino sites are presented in a mix of Spanish and English. Available ad units for the video area will be similar to what is currently offered on the English-language version — pre-roll :15 or :30 spots with a flyout component to the side showcasing the brand logo or product packaging. MSN runs one ad for every two clips, creating an 8:1 or 10:1 ratio.
Advertisers on the English-language video site include many of the top 50 TV brand advertisers, including GM, Procter & Gamble, Miller, Ameritrade, and Visa.
Much of the video content targets the 18-34-year-old male demographic that advertisers often say is becoming harder to find on primetime TV, including content from IFILM, Maxim, Fox Sports and Universal Music.
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