Canela Media and LiveRamp Make it Easier for Advertisers to Reach U.S. Hispanic Audiences via OTT

Canela Media, a prominent multicultural media company, has formed a strategic partnership with LiveRamp, a leader in data collaboration, to enhance advertisers' access to U.S. Hispanic audiences via over-the-top (OTT) platforms. This collaboration allows marketers to tap into Canela's substantial audience base of over 30 million U.S. Hispanics, addressing challenges related to data fragmentation and silos.

The integration of LiveRamp’s data collaboration network with Canela Media’s offerings provides advertisers with seamless access to audience segments, using the RampID identifier. This interoperability enables advertisers to connect with Canela's inventory across various Connected TV (CTV) platforms and beyond. As a result, advertisers benefit from improved reach, better audience activation, personalized advertising experiences, and enhanced measurement of campaign effectiveness.

The partnership grants advertisers direct access to Canela's Audience Solutions (CAS) segments via the LiveRamp Data Marketplace, encompassing over 1,000 audience segments. These segments enable targeted outreach based on a broad spectrum of factors, including demographics, cultural preferences, device usage, and lifestyle attributes. CAS is built on over 300 million device IDs and is informed by CTV viewership of Spanish-language content, ensuring a comprehensive portrayal of Hispanic consumers while avoiding reliance on less accurate inference methods.

Mike Bardaro, VP of Commercial Data Products at Canela Media, emphasizes that this partnership represents a significant advance in enabling brands to engage their target audiences more effectively. Kelsey Pullen, VP of Media and Agency Partnerships at LiveRamp, notes that this collaboration not only simplifies access to multicultural audiences but also enhances flexibility for advertisers engaging with Canela's diverse inventory and audience insights.

Overall, this partnership positions both companies to optimize advertising strategies for reaching the expanding Hispanic market through innovative and culturally resonant content.

The recent partnership between Canela Media and LiveRamp is a significant development for advertisers targeting U.S. Hispanic audiences through over-the-top (OTT) platforms. This alliance creates an expanded avenue for brands to connect with a growing demographic while leveraging innovative data collaboration technologies.

Canela Media brings a robust media portfolio focused on Hispanic culture, featuring a wide range of content through its Canela.TV platform and audience solutions. The 30 million U.S. Hispanic audience accessible via their networks presents advertisers with a unique opportunity to engage with culturally relevant and diverse segments. This demographic holds considerable buying power, and targeting them effectively can yield substantial returns on investment.

LiveRamp’s data collaboration capabilities enhance this offering substantially. By integrating the LiveRamp ID (RampID) with Canela Media's audience data, advertisers can achieve precise targeting and measurement across multiple platforms. This interoperability allows brands to create tailored campaigns that resonate with Hispanic consumers while bypassing the typical barriers of data fragmentation and access to meaningful insights.

The introduction of CAS segments in the LiveRamp Data Marketplace further empowers advertisers by providing ready access to over 1,000 audience segments based on Canela's deterministic dataset. This means brands can not only reach core Hispanic audiences but also niche groups that may be difficult to identify through traditional methods.

As CTV continues to emerge as a dominant advertising medium, companies looking to tap into the Hispanic market should consider this partnership a pivotal element of their strategy. By integrating these two innovative media platforms, brands can enhance engagement, optimize media buys, and ensure their messaging is culturally relevant, thereby driving true incremental growth. For advertisers focused on inclusivity and effective outreach, investing in this partnership could lead to significant competitive advantages.