Metrics and The Rise of Participation Marketing

“This is the sexiest ad:tech crowd I’ve ever seen!” And with that remark started the introductory address by miami ad:tech moderator Cynthia Nelson, CEO of Todobeb√©, Inc, for a session entitled “Digital Insights: Reaching The Hispanic Community.”

Now that the crowd was paying attention, she quickly moved on to introduce herself and the two panelists for this session’s talk, Natasha Funk (Director of Research, Terra Network) & Adam Chandler (Executive Director, US Sales, Yahoo! Partner Network). Natasha would be speaking about the metrics discovered through a recent, yet-to-be-released study while Adam would be touching upon various methods that his company has used to better engage their hispanic consumers.

With Natasha going up to bat first, we were shown statistics pulled from their recent survey with comScore breaking down hispanic users into three major use categories:

Heavy - The top 20% of online users.
Medium - The next 30% of online users.
Light - The remaining 50% of online users.

Their research has shown that heavy hispanic users will remain online 2.5X longer than the average user will in the general market. Their favorite sites?  Personal and community-focused sites ranked amongst the top answers given. Comparing that to what the majority of the light users responded with, Portal Sites, could show that the heavy user is more embedded in the “digital culture.” Being a participatory member of a social community would result in the user spending more time online when compared to someone who only uses it as a way to quickly gather information. This could also be explained by the age breakdown given in the same study, showing the majority of online hispanic use coming from the target demographic for social-media sites like MySpace:

43% were under 25 years old.
20% were between 25-34.
21% were between 35-44.
16% were 45 years or older.

According to their survey, the internet is the #1 source of media used on a daily basis.

Stemming from this, Adam Chandler presented on the rise of “we media” and how TV advertising is starting to follow digital. By that he went on to describe how traditional TV advertising was based on hope. With no certainty that the consumer was viewing your ads, any type of analytics provided were based on estimates unlike digital advertising, where site analytics provide more legitimate metrics to better enhance your understanding of who’s viewing your content.

With their partners, Yahoo! has created various User Generated Content promotions which have attempted to bridge the gap between the spanish and english speaking markets. Examples given were Pepsi M√∫sica, Nissan Live, as well as a promotion they produced for a Shakira single.

His explanation of what he refers to as “we media” is that in their own personal studies, they have found that for every one content creator, there are 10 users who will synthesize the data and repost it, as well as 100 users who will then read and enjoy it. So for this one post, ten people will most likely comment on it, reference it in one of their own articles, and/or repost it. Then there will be at least 100 users who will read this and think, “wow, I really enjoyed that article.” Following Adam’s theory,  to those 100 of you out there, “you’re welcome.”

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