PRISA Media, Clarín (Argentina), El Comercio (Peru), Milenio/Multimedios (Mexico) and El Tiempo (Colombia) join forces and launch +MAS Audiences, an innovative programmatic advertising platform that connects advertisers with the Latin market of USA. An initiative that has brought together the main Spanish-language communication groups in the world with the common goal of revolutionizing the advertising market in the North American country.
This agreement is one more step in the bet that PRISA Media is making for its expansion in the United States after the appointment of Juan Varela as director in the country and the recently announced strategic alliance with iHeart Media to integrate the streaming services of radio stations in the Group in the catalog of the North American company.
A single platform
Now, PRISA Media is focusing on the new avenues offered by technology in the advertising market with the creation of +MAS Audiences. A platform that allows a range of programmatic advertising purchase models in a transparent way, based on data and personalized based on the needs of each client.
With a reach of more than 19 million unique users, +MAS Audiences will commercialize digital media, both general and specialized, covering a wide range of reader and advertiser interests. The portfolio of the alliance will include websites with a large audience and recognition such as As, Cadena SER, Canal 13, Clarín, El Comercio, El País, El Tiempo, Depor, FutbolRed, Gestión, Los40, Medio Tiempo, Milenio, Multimedios, Olé, Portafolio, Radio Caracol, Newscast, TodoNoticias, Trome or W Radio, among many others.
All the websites of the +MAS consortium are characterized by their original creation and quality content, which allows advertisers to directly access sites of high value to readers.
Carlos Núñez, executive president of PRISA Media explains: “With the operational support of the associate teams and the coordination of Grupo Prisa, +MAS Audiences represents a revolution in the programmatic purchase of Latino audiences in the United States. In a market strongly marked by the intermediation of agents that do not add value to the process, +MAS directly connects publishers with agencies and advertisers who understand the importance of connecting with Hispanic audiences.”
For Héctor Aranda, CEO of Grupo Clarín, leader in Argentina, “+MAS Audiences is a strategic initiative to better serve our readers in the United States.”
For Mariano Nejamkis, CEO of Grupo El Comercio, a leader in Peru, “the media in the region have a very important Spanish-speaking audience in North America and this effort will allow us to better connect with them.”
For his part, Angel Cong, CEO of Grupo Milenio/Multimedios, a leading media company in Mexico, “This alliance of leading media in Spanish will allow advertisers targeting the US Hispanics segment a clear and direct formula to reach the public with websites with original and high-quality content”.
For the Chief Digital Officer of El Tiempo Casa Editorial de Colombia, Diego Vallejo: “+MAS Audiences will allow advertisers in the US market to have the greatest reach in Hispanic audiences, but at the same time within a safe environment, with premium content and halo reputation of very strong brands; something difficult to equal from the value offer by some network or publisher alone”.
+MAS Audiences will be marketed by the PRISA Media Sales Team in the United States, led by Juan Varela, who will coordinate with the rest of the media leaders that are members of this alliance, a project that facilitates access to Hispanic audiences in a programmatic, transparent, without intermediaries and through an inventory of the highest quality.
About PRISA Media
PRISA Media is the PRISA business unit that integrates all of the Group’s media. With a marked international vocation, it is the number one media company in the Spanish-speaking world. The Group has leading brands and titles in its sector such as El País, AS, Cinco Días, Cadena SER, LOS40, Cadena DIAL, Radio Caracol, W Radio, ADN Radio or HuffPost, among others.