|The new MSN Spanish-language site debuts with video from the Latin Music Conference in Miami.
U.S. HISPANIC MEDIA TO GROW 11% IN 2005
Again Outpace Mainstream Media's 4% Annual Growth Rate
HOLLYWOOD RAMPS UP ETHNIC-TARGETED MARKETING EFFORTS
Hispanics Now Make Up 55% of Many Opening-Night Movie Audiences
ONLINE HISPANIC AD BUYS INCREASE SHARPLY
Were $10 Million in 2002; Will Top $100 Million This Year
FORD BACKS AOL LATINO CITY GUIDE HUB
Spanish-Language Guide to 16 Cities
Commercials on the new site will be a combination of video and non-video.
MSN Video in Spanish will be accessible through MSN Latino, a content site for Spanish speakers. After the Latin Music Awards wrap up April 28, MSN will broadcast music, entertainment and news content in Spanish from a variety of sources. The company is has not yet signed on any content partners, said Joe Michaels, senior development manager at MSN.
Although the Billboard content and House of Wax ad will be most attractive to a younger audience, Mr. Michaels said that ultimately the site wants to reach Spanish speakers of all ages.
"Most people on MSN Latino are bilingual," said Karen Redetzki, MSN production manager. In general, 15% of Hispanics are comfortable with Spanish only. But four out of five are comfortable with both languages, according the latest market reports.
60 million streams
The move is an expansion of the MSN Video operation that Microsoft launched early last year and that has been a major audience draw. The Web portal has deals with 25 of the top 50 TV advertisers, Ms. Redetzki said. Consumers stream an excess of 60 million videos per month, according to the company.
Advertisements at the new Hispanic video site will be in Spanish and English. Video ads will be served in the MSN Video model, which shows the user two content clips to one ad. MSN disables the "stop" button on the video ad clips, so consumers are forced to watch the video commercial through to its end.