HipCricket Signs SBS

NEW YORK Mobile marketing agency HipCricket in Kirkland, Wash., has signed the radio, TV stations and Web portal owned and operated by Spanish Broadcasting System to its Hispanic-targeted ad network of broadcasters.

Miami-based SBS is the largest Hispanic media company to join the ad network to date. The partnership with HipCricket will help SBS enhance its audience engagement capabilities via its media properties, talent and advertisers.

“We chose to work with HipCricket because they have delivered more than 17,000 successful mobile campaigns with dramatic, measurable results,” Marko Radlovic, SBS’ evp and COO, said in a statement. “They truly understand Hispanic consumers and can help us reach our listeners through their favorite digital device — their mobile phones.”

Nearly a third of Hispanic consumers say they are moderately or highly receptive to mobile marketing messages, per a recent study by the Mobile Marketing Association, with 75 percent of all U.S. Hispanic households owning and operating multiple mobile phones and more than half regularly using text messaging.

HipCricket’s ad network gains a significant presence in top U.S. Hispanic markets, including New York, Los Angeles, Miami and Chicago, with the addition of SBS as a client partner, said Ivan Braiker, CEO, HipCricket.

“Using the HipCricket model of interactive advertising from the ad sales side of things and then building a very robust data base of SBS listeners who become part of their club, they’ll be able to reach out to them on the programming side, stay interactive on the programming side to deliver contests, different alerts and on-air interactions,” Braiker said.

Increasingly, the radio broadcasters that HipCricket works with, including DJs such as TV and radio personality Ryan Seacrest at KIIS 102.7 FM in Los Angeles, receive text messages from listeners that they tend to interact with as the texts come in, creating interactivity with listeners, Braiker said.

The ad network will provide valuable metrics data to SBS on the back end, organizing media buys on a national, regional or market-by-market basis, or via targeted demos.