Pinta announced the launch of Bodega Media (www.Bodega.Media), the new platform targeting U.S. Hispanic audiences through a combination of more than 30,000 retail locations nationwide coupled with a database of four million active Hispanic mobile customers. According to Pinta President & CEO Mike Valdes-Fauli, this synergistic mix will enable Bodega Media to offer clients a total of nearly 40 million impressions, making it one of the largest audience platforms in the Hispanic market today.
In an increasingly challenging world for marketers suffering from ad-skipping, ad-blocking and ad-free environments, Bodega reaches consumers with uninterrupted brand messaging. The property is deeply entrenched in Latin communities across the country, reaching a critical audience segment where they reside.
“We’re thrilled to unveil a solution to this long-standing problem in the Hispanic space; reaching a huge segment of the population that has traditionally been elusive to large companies, and doing so in a cost-efficient way,” said Mike Valdes-Fauli, President and CEO of Pinta. “Putting this in perspective, there approximately 17,000 Starbucks in the United States, and we now have the capacity to get brand advertising into 30,000 Hispanic-owned stores within one week. This is an inflection point for our firm, for the clients we serve, and most importantly, for the Hispanic community at large.”
To launch this new platform, Pinta has teamed up with a network of telecommunications leaders, including IDT Telecom (publicly-traded on the NYSE with $1.6 billion in 2015 revenue), Pure Minutes, an industry leader in mobile long-distance, and GETE Group, a national sales leader who will handle fulfillment and logistics.
Bodega Media includes multiple touchpoints and options for brands:
At 30,000 points of sale, Bodega Media offers placement of printed posters and display video in closed-captioned televisions within brick and mortar retailers, including predominantly Hispanic-owned bodegas and other small independent locations reaching 25 million primarily- Hispanic consumers each month.
Bodega Media manages a database of four million U.S. Hispanic cell phone numbers, which can be used to text promotional messages including offers, deals and clickable links.
Through the unique ability to include branding and sales messages imprinted on phone cards frequently used by millions of Hispanics, brands are able to reach more than 10 million per month.
Within each touchpoint, Bodega Media is able to verify the placement and efficacy. Once a poster is placed within brick and mortar locations, a photo is taken and uploaded to an online platform, ensuring placement. With the text message campaigns, a report detailing bounce-backs, opt-outs, and click-throughs is available 24 hours after initiation.
Through a “push/pull” approach, Bodega Media pushes brands’ marketing messages across multiple touch points, and pulls valuable information through national data capture and insights reporting. Unlike traditional out-of-home advertising, the platform offers the ability to access this network at a reduced cost of entry, and unlike most digital campaigns, at a CPM below the industry average of $10.
“As the Hispanic market continues to evolve, so must the strategies employed by marketers aiming to reach this diverse demographic,” added Valdes-Fauli. “We firmly believe this property is unique and will provide a new way to access the Latin community, helping grow brand business along the way.”