Frequency: The Official AdsWizz Podcast

Breaking Barriers in Hispanic Podcasting with Pitaya's Jordi Olivares

Episode Summary

Jordi Olivares, Co-founder and General Manager of Pitaya Entertainment, joined the show to talk about the growth of the U.S. Hispanic podcasting market and ways the industry could better serve this influential audience. He shared insights into the challenges of achieving cultural relevance in podcast advertising, highlighted successful campaigns like those with Toyota, and emphasized the crucial role YouTube played in reaching Hispanic audiences. Jordi also spoke about the importance of being active across multiple media platforms to effectively engage listeners and explored the broader impact of digital audio while addressing misconceptions about the Hispanic market.

Episode Notes

• Meet Jordi Olivares - Co-founder of Pitaya Entertainment, a leading Latino podcast network focused on the U.S. Hispanic market and expanding throughout Latin America.
• The Hispanic Market - Jordi discusses the growth of the U.S. Hispanic podcast audience, its significant purchasing power, and overcoming misconceptions about it being a niche market.
• Successful Ad Campaigns - Insights into effective cultural relevance in advertising, featuring the successful Toyota Prius campaign which leveraged both audio and video formats.
• YouTube's Role - The importance of YouTube as a key platform for reaching Hispanic audiences and the growing need for effective advertising there.
• Industry Challenges - The gap between increasing Hispanic podcast listenership and adspend, and how the industry can close this gap.
• Looking Back and Forward - Lessons learned by Pitaya Entertainment and Jordi’s focus on expanding culturally relevant content across various platforms.