Carlos Alimurung, SVP Corporate Business Development

@carlosalimurung

THE GATEWAY TO HISPANIC AMERICA

Univision & Experiential Marketing

#1: Our audience is the most influentialdemographic segment since the baby boomers

1 IN EVERY 6 AMERICANS

53 Million Individuals1 IN EVERY 4 CHILDREN 1 IN EVERY 3 BABIES

Source: U.S. Census Bureau. 2012 Population Estimates Released June 2013, U.S. Census Bureau 2000 Census, U.S. Census Bureau 2011

Population Estimates Released May 17, 2012. U.S. Census Bureau 2012 National Projections

#2: Univision has one of the highest brand equity scores ever measured

73 Burke Brand Equity Score

Compared against 100+ leading brands like…

“Univision is the most respected

institution among Hispanics in the

country, ahead of the Armed Forces

and the Catholic Church.”

Sergio Bendixen

January 8, 2012

Source: 2013 Univision Brand Equity Study conducted in collaboration with Burke. Note: The Burke normative scores are not among Hispanics

(scale usage differences may exist). Also, they are among all respondents aware of the brand (not necessarily using the brand).

#3: Our audience has massive buying power

Source: U.S. Census Bureau. 2012 Population Estimates Released June 2013, IHS Global Insights 2013 Hispanic Market Monitor, Geoscape.

American Marketscape DataStream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS) “The data herein contained will be used

exclusively for advertising/media decisions related to Univision. Any other use must be explicitly licensed from Geoscape.”

$1.5Trillion

If US Hispanics

had their own

economy, they’d

be the world’s 9th

largest

=

Source: The Nielsen Company, NPM, Broadcast Prime (M-Sat 8pm-11pm/Sun 7pm-11pm) and 24 Hours, UCI Networks and Cable Networks

(2012-13 Season, July 2014 and Summer 2014).

#4: Univision is a major TV player

NEWS BROADCAST

BROADCAST NET

SPORTS NET

CABLE NET

WEBSITE1#Don’t watch any major EL nets

MONTHLY VIEWERS ACROSS ALL UCI NETS

35M

#5: Univision is more than just TVDIGITAL

NETWORKS

& APPS

NEW WAYS TO CONNECT – BUILDING PARTNERSHIPS

NEW

DISTRIBUTION

LOCAL TV

61 STATIONS

RADIO

67 STATIONS

NATIONAL

NETWORKS

CABLE

NETWORKS

Corporate Business DevelopmentP

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HSN powers an e-commerce portal on the Univision.com site,

and Univision manages the marketing and promotion

IES enables a Hispanic-serving institution to offer online courses,

and Univision drives student acquisition and retention

Sport Ngin powers Copa Univision tournament logistics and

youth and amateur sports data on local Univision websites

Huuuge Games developed a social mobile game app for

Univision’s flagship reality show, Nuestra Belleza Latina

Supercharging Copa Univision from local events into the

“Little League World Series” of soccer

What is Copa Univision A two-day 5v5 soccer tournament

For each age group from U6 to 18+, boys and girls

Three games minimum guaranteed per team before next round

Prizes awarded to top three teams and MVP’s of each division

A complete family fair that is built around the matches, with activities for all ages

Music stage, Univision talent, live TV and radio coverage

Happening in 14 different markets throughout the year

Copa Univision 2014 Stats

Up to 40% non-Hispanic competitive participation

7.7M Hispanic TV households reached

On-site Activations that engage communities as part of

Univision’s local coverage of the 2015 Gold Cup (CONCACAF) in the U.S.

More than 120,000 attendees

17,000 players & participants

Hispanics, Soccer, and Consumer Behavior

Of Hispanics watch

sports everyday vs. 34%

of non-Hispanics

41%Of Hispanics follow

soccer vs. 47% of non-

Hispanics

84%Of Hispanics play soccer

in vs. 16% of non-

Hispanics

46%

Of Hispanic adults are more likely to

buy from companies that sponsor

sports vs. 13% of non-Hispanics

19%My children have a significant

impact on the brands I choose vs.

21% of non-Hispanics

28%

Source: Vital Findings, Simmons Spring 2014 NHCS Adult Study FY

Past Partners

2015 Events Calendar

TIMING LOCATION

June Houston, TX

June Dallas, TX

June Austin, TX

July San Francisco, CA

July Los Angeles, CA

July Fresno, CA

August Chicago, IL

TIMING LOCATION

August New York, NY

August Sacramento, CA

September Bakersfield, CA

September Phoenix, AZ

October San Antonio, TX

October Miami, FL

October Atlanta, GA

Ultimate Marketing Partnership Opportunity

Source: Vital Findings, Simmons Spring 2014 NHCS Adult Study FY

Digital

Social

On-site Activation

Radio

TV

MARKETING TO THE HISPANIC CONSUMER

The Road Less Traveled – The Contrarian’s Journey

Alex L. Siskos

16

THE STATE OF THE HISPANIC CONSUMER

MARKETINGWERKS

SIZE

17% of the US

population

65% of US

Hispanics are

Millennials

GROWTH

Will contribute

to 60% of US

growth in next

5 years

1.5 Trillion

purchase power

in 2015

PURCHASING POWER

Impacting

everything

from music, to

elections, to

food, and pop

culture

INFLUENCE TECH ADOPTION

18% more

likely to own a

smartphone

Early adopters

of technology

17MARKETINGWERKS

THE IMPORTANCE OF THE HISPANIC

CONSUMER IS INDISPUTABLE…

Yet so many marketers are still

failing to CONNECT to this target.

18

FINDING THE HIDDEN RELEVANT TRUTH

MARKETINGWERKS

19

Location Segmentation Performance:

Channel

Retailer

Region

Sales Performance:

Department

Category

Brand

Product Attribute

Performance:

Ingredient

Size

Price

Etc.

Consumer Segmentation Performance:

Hispanic

Elderly

Etc.

Macro-economic Trends:

Economy

Consumer Confidence

Unemployment

Competitive

Assessment:

Category/Brand

Location

Product

Marketplace, Digital/Social & Emerging Technology

Trends

Outsourcing Trends:

OTC

Planogram

Predictive Analytics

RELEVANT INGREDIENTS

MARKETINGWERKS

20

A DIFFERENTIATED KNOWLEDGE OF THE MARKETPLACE

MARKETINGWERKS

21

COMMON PITFALLS IN HISPANIC MARKETING

MARKETINGWERKS

5%-10%

of marketing

dollars

LACK OF

FUNDING

Treating the

segment as one

assimilated

group

MELTING POT

EFFECT

Making a

campaign or

marketing

message blatantly

“Latino”

FORCING THE

LATINO LABEL

English language

level; preference in

traditional & digital

media; level of

acculturation

IMPROPER

SEGMENTATION

22

845K MEMBERS VOTING IF THIS CONTENT IS…

MARKETINGWERKS

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FORCING THE LATINO LABEL

MARKETINGWERKS

24

“Latinos tend to be very

loyal consumers. You could

have them for decades."

BRANDS ARE LEARNING

In a new television commercial for

Target’s #SinTraduccion marketing

campaign that’s aimed at Latinos, a

family lingers after a meal to chat, a

common practice known as sobremesa.

The English language has no

comparable term. SinTraduccion

means “without translation.”

MARKETINGWERKS

- Laura Castañeda, USC's Annenberg School

(Target Corp.)

Source: http://www.latimes.com/business/la-fi-target-latino-marketing-20150418-story.html%23page=1

25

HOW HISPANIC PARENTS ARE EVOLVING

MARKETINGWERKS

Source: Understanding Today’s Latino Family; CEB Iconoculture

Kids should be kids... As someone who was changing my little

brother’s diapers and helping my parents navigate through

paperwork and decisions because of the language barrierat [my daughter’s] age, I’m very happy that her biggest

problem is deciding what nail polish to pick.”- LatinoAmeriGringa.com

MARKETERS MUST:

Acknowledge duality by

identifying challenges &

complexity that come

with this evolution

BICULTURAL HISPANIC PARENTS REFLECT A HYBRID STYLE

Teach independence while

upholding childhood

Value empowerment

& choice

Take dual-lead

with kids

Free of culturally-

imposed expectations

26

M A R K E T I N G T O

M I C R O S E G M E N T S

MARKETINGWERKS

27

UNIVISION

S I T U A T I O N

Brands seek opportunities to connect with the Latino mother in meaningful ways to drive consideration and preference.

I N S I G H T

The young Latina mother lives for her kids and family, but precious time she spends with her kids is limited due to long work weeks and household responsibilities. By providing her an opportunity to reconnect with her children and spend coveted quality time with them, brands earn the right to talk to her.

A C T I O N

Create a Hispanic consumer engagement platform that leverages the target’s love of soccer in key markets.

S H A R A B L E C O N T E N T

Action Content Capture

Player Fitness Tracking & Game Stats

Interactive Gaming

Tournament App

Tournament Entertainment

MARKETINGWERKS

28

BABY FORMULA

MARKETINGWERKS

S I T U A T I O N

The Hispanic consumer represents an incredible growth opportunity in the baby category. A popular baby

formula company wanted to grow share with this segment.

COUNTRY

OF ORIGINGEOGRAPHIC

LOCATION

DEMOGRAPHIC

VARIABLES

BRAND

ASSOCIATIONS

S O L U T I O N

Culture and heritage play a large role in what Latino

moms feed their babies. For instance, we see that

Puerto Ricans and Cubans look to prepare fresh baby

food, whereas sales of prepared food was higher

amongst Mexicans.

S U C C E S S

Leverage knowledge of these cultural nuances in both

the merchandising and messaging of baby formula

brands. Leverage positive brand associations to create

partnerships that will appeal to the micro-segment.

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WHERE DO WE GO FROM HERE?

MARKETINGWERKS

U N D E R S T A N D I N G Y O U R S H O P P E R

T A R G E T I N G T E S T A N D L E A R N

• Ability to hone in on

stores/locations that have the

highest propensity of reaching the

target and growing your brand

• Develop A/B test scenarios against

micro-segment hypotheses

• Benchmark to prove ROI

•Which micro-segment represents

the biggest opportunity?

•What cultural and heritage

nuances need to be considered?

•Which messages resonate most?

Carlos Alimurung – Univision

Alex Siskos – Marketing Werks

THANK YOU