Partnership Brings Culturally Relevant Content to Brands Targeting US Hispanic Market
MiTú, the digital network exclusively dedicated to U.S. Latino content, announced today a partnership with Maker Studios, a wholly-owned subsidiary of The Walt Disney Company to provide the best digital solutions for brands targeting the U.S. Hispanic market.
In exclusive partnership Maker will work with MiTú’s global base of Hispanic talent to produce culturally relevant original and branded content for their current roster of global brands. The combination of MiTú and Maker creates the largest market-facing solution for advertisers looking to reach the growing U.S. Hispanic market using short-form video.
“This collaboration marks a turning point for brands looking to connect with Latino audiences. The ‘Total Market’ strategy that we’ve all heard about in the Hispanic media space for years is finally here. It’s no longer only the responsibility of those in multicultural disciplines to plan and execute against the Latino opportunity—everyone along the marketing value chain is interested in these capabilities,” said Charlie Echeverry, Chief Revenue Officer, MiTú. “We are confident that this partnership will provide world-class Latino branded content and social amplification solutions to Maker’s extensive portfolio of current partners, and serve as a vehicle for any brand eager to reach today’s digital Latino consumer base.”
MiTú is the largest and fastest growing Latino focused network, with 55 million global subscribers and more than 470 million monthly views across 1,300 partner channels, altogether totaling 8.3 billion global lifetime views. Maker will leverage MiTú’s roster of Latino superstars to produce high-quality branded entertainment that resonates among coveted English- and Spanish-speaking millennial audiences.
“Hispanic millennials in the U.S. are avid viewers of online video across all platforms,” said Jason Krebs, Head of Sales, Maker Studios. “Teaming up with MiTú allows us to meet the demands of so many of our brand partners who want to connect with today’s young generation of Latinos, as well as provide this service to new advertising partners.”
The deal with Maker marks one of many MiTú has announced, including its most recent partnership with Televisa. The company continues to work with major global media companies in the traditional and digital entertainment space to provide solutions for their partners thirsty for culturally relevant content in the United States, Mexico and beyond.
MiTú is backed by Upfront Ventures and The Chernin Group LLC (TCG) along with other investors including Allen DeBevoise, Chairman, CEO and co-founder of Machinima; Advancit Capital, a venture capital firm founded by Shari Redstone and Jason Ostheimer; Quincy Smith of the internet and media-focused merchant bank Code Advisors; and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.
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