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Plenty of digital content has died after producers preached the content-first approach: “If you put it on the Internet, they will buy ads.” Now, however, at least three studios are betting that by being more focused—specifically, targeting the booming Hispanic population, with its large number of young eyeballs—they’ll attract ad dollars and flourish where others have not.
For at least one company, it’s working. A series of webisodes produced by DBG, Latinos Are One (LR1)—featuring artists who work together on a song that can then be bought on iTunes—has gotten McDonald’s as a sponsor for its first two seasons.
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