his vision of the Spanish-language advertising market

To gain insight into the current and future state of the Spanish-language advertising market, with particular emphasis on the e-commerce boom, The Door He reached Juan Saldivar from Wuthenau. In addition to being a leading authority in the field, Juan Saldivar effectively conveys his knowledge. Much of his knowledge comes from more than 13 years of working for and with Entravision, first as a consultant and later as a board member and director of digital strategy and responsibility.

Here’s what he shared with us.

What are the most important lessons you have learned from working at Entravision?

“I can only be grateful for the opportunity to try to build an extraordinary global digital marketing company within Entravision. By the end of 2023, Entravision had over $1 billion in digital revenue, 1,100 digital experts, 7,000 clients served, and an active presence in 40 countries,” Saldivar notes. Saldivar summarizes his findings in the following four categories:

• 1. “Extraordinary talent worldwide. With such global exposure, I have learned so much from extraordinary talent across continents, languages, cultures and ages. From diversity comes knowledge, connection and human engagement.”
• 2. “A connected world. We live in an exciting mobile society with extraordinary possibilities. Consumers and service providers can develop solutions or purchase products worldwide in a cross-border environment and borderless service system. The vast access to technology, products and talent will continue to grow: advertising, cross-border trade, e-commerce, social media and commerce, and gaming, to name a few.”

“The vast access to technology, products and talent will continue to expand: advertising, cross-border trade, e-commerce, social media and commerce, and gaming, to name a few.”

• 3. “The beginning of new media (Games) and the absolute dominance of Google and Meta as absolute leaders in connecting consumers with products and services. In addition, retailers will start to become category leaders in different continents because they will treat their online traffic as a sales agent media. AmazonAds, Lazada or MercadoAds are early examples of the potential of these trends.”
• 4. “Talent and culture are key ingredients in building a customer-centric company. That’s probably one of the most important lessons I’ve learned from my new venture focused on digital brand growth and investment.”

“Retailers will start to become category leaders across continents, treating their online traffic as a sales agent media. AmazonAds, Lazada or MercadoAds are early examples of the potential of these trends.”

What is the current condition of the advertising market?

“Since 2020, the advertising and marketing landscape has undergone a significant transformation, driven by digital trends such as e-commerce, the influence of Big Tech (Meta, Google, and Amazon), and the use of big data in personalized advertising. The advertising and marketing landscape has been radically transformed when compared to 2020 itself, with three key trends to highlight:

– The explosion of Big Tech as absolute leaders in audience reach and ROI services. Players like Meta, Google, Amazon have developed simple and radically advanced platforms compared to traditional media.

– Democratization of advertisers. Mass influx of entrepreneurs and traders creating and advertising their products. Open borders for digital services, cross-border players and open access to knowledge are key ingredients.

The future of commerce is driven by effective advertising. Players like Amazon, Walmart, Mercado Libre and many others around the world offer advanced means of promotion and advertising combined with a transaction with a single click.”

How do you see the future of the Spanish-speaking market in terms of advertising and the solution providers (media, etc.) that follow it?

“This is a huge opportunity. The trick is how well media (traditional, retail, SMBs) and agencies package their services. All clients are evolving to a digital, programmatic approach where measurement and attribution will be key to growth. It’s clear for many popular brands that Latinos are outperforming all categories in dollars, units and growth. I expect to see acceleration (for CTV, Programmatic, BigTech players and Big Retail Media, digital out of home programmatic) and decline for traditional media (TV, radio, print).

“Players like Amazon, Walmart, Mercado Libre and many others around the world offer advanced promotion tools and advertising tied to a one-click transaction.”

Don’t forget to read: More than half of U.S. Hispanic adults receive news mostly in English