#USA #New York #Canela Media #Hispanic Audience #LiveRamp

Canela Media and LiveRamp Join Forces

In a significant move for the advertising world, Canela Media, a technology-focused multicultural media company, has partnered with LiveRamp, a leader in data collaboration, to streamline how advertisers reach Hispanic audiences in the U.S. This innovative partnership marks a transformative step in enhancing the connection between brands and their Hispanic consumers through over-the-top (OTT) platforms.

As the U.S. Hispanic market continues to grow and diversify, advertisers face increasing challenges in accessing this audience effectively. Traditional media strategies often fall short due to the fragmentation and silos present in consumer data. However, with LiveRamp's advanced data collaboration network, advertisers can now gain seamless access to Canela’s extensive audience of more than 30 million U.S. Hispanics, ensuring that their messaging is precise and culturally relevant.

The Power of Data Collaboration

Through this partnership, advertisers can utilize LiveRamp's durable identifier, RampID, facilitating easy connectivity to Canela’s media inventory. This integration allows advertisers to reach their target audience across connected TV (CTV) platforms and beyond, improving personalization and measurement capabilities. The ability to connect effortlessly to Canela's resources will enable marketers to amplify their reach and engagement, ultimately leading to more effective advertising campaigns.

In addition to broadening reach, the partnership provides advertisers with direct access to the Canela Audience Solutions (CAS) segments in the LiveRamp Data Marketplace. This feature opens up more than 1,000 audience segments derived from Canela’s deterministic dataset, enriched through LiveRamp’s network. Advertisers can access detailed insights that span demographics, cultural affinities, device usage, and various lifestyle attributes. Such granular insights empower brands to create more tailored and impactful advertising strategies.

Bridging Cultural Divides

Canela Media's CAS is not just about numbers — it represents a significant shift towards culturally savvy marketing. With over 300 million device IDs, Canela’s data is rooted in the viewership of Spanish-language and culturally relevant content, offering advertisers a comprehensive understanding of Hispanic consumers without relying on less reliable inference methods. The ability to reach niche audiences often overlooked in traditional media landscapes provides brands the opportunity to expand their influence while authentically engaging with Hispanic audiences.

Mike Bardaro, Vice President of Commercial Data Products at Canela Media, expressed excitement about the partnership, stating, "This collaboration marks an important step forward in how we help brands reach and engage their audiences. Joining the LiveRamp data collaboration network expands access to culturally resonant audience segments and gives advertisers more flexible, scalable ways to connect with the consumers who matter most."

Simultaneously, Kelsey Pullen, VP of Media and Agency Partnerships at LiveRamp, emphasized the rising significance of CTV as a platform for successful advertising. Pullen noted, "Our partnership with Canela makes it easier than ever to reach multicultural audiences. Most importantly, this partnership allows advertisers to leverage both LiveRamp and Canela in a flexible manner, whether they wish to access Canela's inventory or tap into their rich database regarding audience insights."

About Canela Media

Canela Media stands as a pioneer in technology-driven media, offering a diverse range of audience solutions. Their flagship streaming platform, Canela.TV, delivers culturally relevant content across genres, ensuring a strong connection with Hispanic viewers. In addition to Canela.TV, their robust portfolio includes Canela Audience Solutions, Club Canela — a unique streaming rewards program, and Canela Studios, which creates and showcases original content tailored to Hispanic audiences.

As brands increasingly recognize the importance of connecting with Hispanic consumers on a deeper level, this strategic partnership between Canela Media and LiveRamp sets a new standard for effectively reaching and engaging these audiences. In an era where cultural relevance is key, advertisers can no longer afford to overlook the power of such collaborations. With new tools and resources, marketers are better equipped than ever to craft campaigns that resonate meaningfully with their target audiences.