Tag Archives: batanga

Getting Hip to Hispanics

Internet radio stations that neglect to offer programming for hispanics are missing out, since of the leading demographics in terms of mobile usage, smartphone penetration and web radio listening. One in four Hispanics reported listening to Internet radio in the last 7 days, compared to about 18% for the general population (in a US based study by The Media Audit).

One streaming service that has been catering to that market for a long time is Batanga, which launched in 1999. I spoke with the guys who started it a few times about joining the Net Radio Sales network, but they always assured me that they were doing just fine on their own. In 2005 they merged with a company called Planeta out of Miami Florida. They recently announced upgrades to their platform that enhance interactivity – allowing users to build digital radio stations by adding the songs and artists they love, offering similar sounding songs, and excluding the music that they don’t want to hear. Other new features include lyrics and more songs.

Meanwhile Pandora has been paying close attention to the Hispanic portion of their audience, which accounts for 20% of their overall audience, according to AdWeek. Reporting on a discussion hosted during Advertising week recently, AdWeek quotes Pandora sales vp Priscilla Valls, who said that 80% of Pandora’s Hispanic users are on mobile devices. Pandora plays 7,000 latino artists in its offerings. While Pandora does not ask for race or ethnic background in its listener profile, but does conduct a yearly survey among listeners for supplemental information for advertisers. This info enables them to target Hispanics on behalf of advertisers.

“We have a variety of marketers who advertise to that audience in Spanish, Spanglish and in English,” Priscilla Valls, a vp of ad sales for Pandora…. “What we are finding is that brands are using their general budgets to also reach a Hispanic audience.”

With 20% of their audience speaking Spanish, Pandora is hip to hispanics…





Batanga Launches Hispanic Ad Network

Batanga_smallThe US Hispanic Internet population is growing faster than any other group of Internet users, and that’s good news for Batanga. Batanga.com, the Hispanic entertainment platform that features Internet radio stations, videos and social networking geared toward the US Hispanic population, has led the marketplace with US Hispanic adults for more than ten years. The number of  US Hispanics online is estimated to grow by about 8% to more than 22 million users this year.

Recently, Batanga announced the launch of the Batanga Network, which integrates other sites, and utilizes Batanga’s advanced targeting technologies. Marketers are able to use the network to target contextually and behaviorally in both Spanish and English. Clients such as Verizon, Sears, and Sprint have already begun to use the network.

“We are pleased to be utilizing the new targeting capabilities offered by teh Batanga Network as part of our U.S. Hispanic online marketing efforst for our clients,” stated Casey Martin, Media Supervisor at Moxie Interactive. We feel strongly that reaching Hispanic consumers online, inc-culture and in-language, is essential to maintaining the growth and development of our clients and their consumers.”

%d bloggers like this: