U.S. HISPANIC
Pitaya: Our podcasts offer a great space for brands to reach the coveted Hispanic audience with high-impact ads
Maribel Ramos-Weiner| 28 de enero de 2022
Podcast Pitaya Generica
The profile of the consumer who listens to Pitaya Entertainment’s podcasts are Latinas, who speak Spanish, whose average age ranges from 23 to 44 years. “Latinos represent almost 20% of the US population and we have enormous power as consumers. Pitaya offers a portal for brands to reach this highly coveted audience with high-impact ads,” emphasized Jordi Oliveres, general manager and co-founder of Pitaya.
Pitaya currently advertisers’ brands include Starbucks, Ashley Home Store, Philadelphia Cream Cheese, Monday.com, Turbotax, Bud Light Seltzer, and Pantaya.
Stitcher, one of the largest podcast sales agents in the US market, is the company that represents Pitaya for podcast sales. “Stitcher approached us because there was a lot of demand from the Hispanic market. In less than six months of the alliance, these great brands have joined us, which shows the importance of this market and the benefit we offer”, says Oliveres.
Aware that Latinos podcasts are still relatively new, Pitaya is playing a key role in driving them to unprecedented levels of popularity. “We are making significant investments in quality content, marketing, and consumer education. In just our first year we have drawn top-tier talent to host our podcasts. We are also building an unprecedented level of media interest in our shows and podcasts for Latinos in general,” he said.
He notes that advertisers have found that their podcast messaging “are giving them a great ROI [return on investment] and as a result podcast ad spend has doubled in the last five years and tripled in the last ten.”
Oliveres assures that in 2021 in the US, for the first time, the advertising investment in podcasts reached US$1,000 million.
One of the most attractive features of podcast ads is that the messages are read by the show’s hosts. “Several studies have found that this fact contributes to greater brand awareness, advertisement recall, and increases the chance of purchasing the advertised product. The fact that our talent is so well known in the Latino community further increases the impact of the ads read by them,” said Oliveres.
He recalled that, within all demographics, Latinos stand out as large consumers of entertainment and podcasts are the new frontier of entertainment.
“We are happy that in just one year our shows have attracted millions of fans and that so many national brands have already discovered how effective our shows are in helping them reach the key Latino consumers. We are paving the way in the world of podcasts for Latinos and brands are recognizing it and joining the project,” he concluded.
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