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Univision, HipCricket Ink Local Radio Marketing Deal
August 18, 2008
By Della de Lafuente
NEW YORK Univision Radio has entered into a mobile marketing partnership with HipCricket, Kirkland, Wash., to extend the mobile and text offering of the Spanish-language radio network into the local marketplace, corporate parent Univision Communications Inc. announced today (Aug. 18).
Univision Móvil, the Hispanic media company's mobile unit, will spearhead mobile and text initiatives created by the Univision Radio and HipCricket partnership, per Univision Communications.
"We see text messaging as an opportunity to take this connection to the next level by engaging directly with our listeners and delivering stronger value to our advertising partners," said Gary Stone, president and COO, Univision Radio, in a statement.
Nearly a third of Hispanic consumers say they are moderately or highly receptive to mobile marketing messages, per a recent study by the Mobile Marketing Association, with 75 percent of all U.S. Hispanic households owning and operating multiple mobile phones and more than half regularly using text messaging.
With the addition of Univision Radio, HipCricket's Hispanic-targeted mobile ad network gains a wider presence in the U.S. Hispanic marketplace, "providing an increasingly attractive platform for brands that are looking to engage the Hispanic consumer," said Ivan Braiker, CEO, HipCricket, in a statement.
Under the marketing partnership, it's expected that Univision Radio will use the HipCricket model of interactive advertising to build a sizeable data base of radio listeners who will become part of their listening club. Univision Radio will be able to connect with its local radio audiences via programming and interactive programs designed to deliver contests, alerts and on-air interactions with listeners.
"Univision's [radio] audience is among the most loyal and mobile marketing is an ideal way to build even stronger relationships [with them]," said Ivan Braiker, CEO, HipCricket, in a statement.
Univision Radio is the most recent media group to date to enter into a mobile marketing venture with HipCricket. In June, Spanish Broadcasting System's radio, TV stations and Web portal and three Fisher Communications-owned Univision affiliate stations joined the Hispanic mobile ad network.
In April, HipCricket announced the launch of the advertising partnership with radio groups Bustos Media and Lotus Radio as the first media entities to sign on to the national Hispanic-targeted advertising network of radio and TV broadcasters.
HipCricket's ad network typically provides valuable metrics data to clients, organizing media buys on a national, regional or market-by-market basis, or via targeted demos.
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