Batanga Enlists LatinWorks

NEW YORK LatinWorks said it would serve as lead agency for Batanga, a bilingual portal.

New marketing efforts, including an increase in social networking content, will help raise the portal’s presence in the competitive online space for young, bilingual Latinos. AOL Latino, mun2 and MySpace are key competitors. LatinWorks is based in Austin, Texas; Batanga is headquartered in Miami.

Batanga on Monday said it raised $30 million Series C financing from private equity firm Tudor Ventures and existing investor HIG Ventures, the venture capital affiliate of HIG Capital. The media budget was not disclosed.

Rafael Urbina, chairman and CEO of Batanga, said in a statement, “The Latino demographic trends are so powerful that we foresee strong growth for years to come and hence are very excited to add Tudor to our already strong institutional backing. This ensures we maintain a leadership position in the space and build the first true Latino online brand.”

The statement added that the bilingual portal reaches 4.5 million unique visitors per month, though published reports cite only 1.5 million users in the United States. Most visitors come from Latin American countries.

Batanga also cited a growth rate of 217 percent in the past 18 months, propelled by song streaming (roughly 90 million per month) and video streaming (10 million-plus per month).

This story updates and corrects an earlier item, noting that AOL Latino, mun2 and MySpace are Batanga competitors that do not fit into its media plans.