San Francisco - CA United States
The big idea: In 25 words or less, please tell us how this Fast 50 Nominee is helping to address the planet's problems.
Consorte Media helps advertisers effectively connect with Hispanics online through integrated marketing campaigns spanning banners, video email, social network advertising, direct marketing and lead generation.
Please describe how this nominee is using business as a force of positive change. What technology, idea, or strategy is the nominee using -- and what problem, such as global warming, poverty, or pollution, does it address? (suggested length: 100 words)
The number of U.S. Hispanics is growing faster than any other demographic group and will reach nearly 25% of the overall population by 2050. Yet brands are only now starting to understand the value of connecting with this large and diverse consumer group. Many marketers know they need to reach out to Hispanics online – but they don’t know how. They blast out messages comprised of staid stereotypes (the Mexican grandmother, the low-income immigrant family etc.), instead of investigating what each unique sub-segment of the Hispanic market really wants and needs.
Alicia Morga, 35, a daughter of Mexican immigrants and graduate of Stanford University and Stanford Law School, started Consorte Media in 2005 to help marketers reach Hispanics in a proven and effective way, using sophisticated campaign analysis and measurement techniques. Consorte Media allows brands like Best Buy and Monster.com to create multifaceted online campaigns that appeal to Hispanics, and then have them strategically placed on a vast network of publisher sites, such as SiTV, RockYou and hi5 Networks.
As a Hispanic businesswoman, Ms. Morga was shocked at the one-size-fits-all approach to Hispanic advertising taken by most companies. She created Consorte Media because she wanted to help advertisers reach individual segments of the Hispanic population – young Chicano men in Los Angeles who like music or Spanish-speaking homeowners in Texas, for example – using advanced testing and targeting methods. Ms. Morga knew that reaching the Hispanic market effectively required a new approach, one that moved beyond stereotypes and lumping all Hispanics together in one bucket. At the helm of Consorte Media, Ms. Morga is committed to bringing measurability and accountability to Hispanic advertising, so that advertisers no longer create messages for Hispanics based on stereotypes, but instead base their campaigns on real, measurable evidence of which messages work and which don’t.
What are the results, both financial and social? How has the nominee's business performed, and what impact has it had on the problem it addresses? (suggested length: 100 words)
Consorte Media is growing by leaps and bounds. The company works with brand-name advertisers like Best Buy and Monster.com and is signing new advertisers at a rapid rate. It has teamed with over 400 high-quality publishers including SiTV, RockYou and hi5 Networks, whose media properties reach millions of Hispanic consumers every day. Ms. Morga has been widely recognized for bringing stringent methodology to Hispanic online advertising. She was recently named one of the Most Influential Latinos of Silicon Valley by the Mexican American Community Services Agency and was profiled in the March 2008 issue of Fast Company by Ellen McGirt.
Comments that readers have made about this submission:
Solid company and great opportunity in online targeted marketing.
dare i say it. a scam. another poorly vetted company. a hollywood set with starlet rainmaker. there's nothing there. advertisers are getting burned. they don't care. they don't own publishers other than spam farms. their publishers are on multiple ad networks.
