Ad giants specialize in Spanish, Portuguese
Faced with regulations that bar them from advertising on rival cable/satellite webs, Fox Intl. Channels, Latin Amerca (FIC) has snapped up ClickDiario and Directa Network, two leading online ad networks specializing in Spanish and Portuguese-speaking auds.Their combined operation manages more than a thousand publishers and serves more than 7 billion impressions per month. Both companies will form part of new online unit. FIC Latin America has been advertising on the Internet to reach its upscale Internet-savvy viewers in the region, said Hernan Lopez, FIC’s prexy and COO. “Online ad spend in Latin America, Iberia, and the U.S. Hispanic market is estimated at $800 million, only 2% of the total pie. As this market grows, Fox is now very well positioned to capture a fair share in most segments — publishing, ad networks, affiliate networks, lead generation, contextual ads, video ads and search engine marketing and optimization,” he said. FIC has also bought leading ad company Digital Ventures, parent company of Directa Network, from its founders Damian Voltes and Ariel Arrieta who have agreed to stay on and report to Hector Costa, Fox’s senior VP of ad sales and managing director of online ad networks.