Hispanicize Media Group (HMG) Invests in Artificial Intelligence Platform by Megan Media
Today, Hispanicize Media Group (HMG), the company behind the Hispanic marketing industry’s trusted influencer networks, leading digital publishing platforms, and the most recognized annual industry event “Hispanicize”, announced it has acquired a significant stake in Megan Media for development of its Artificial Intelligence technology (AI) platform, called Athena Prime, in the US Latino space. Utilizing advanced machine learning algorithms and automation technologies, the platform will enable HMG to reach larger U.S. Latino and multicultural audiences, and provide greater engagement around sponsored, branded content from their extensive network of influencers, celebrities and publishers.
“This investment in artificial intelligence AI technology marks a significant, strategic step towards building HMG into a leading digital media company,” said Joe Uva, HMG Chairman & CEO. “We believe that Athena’s application advanced machine intelligence technology will create significant opportunities to transform our business, particularly among the millennial and Gen Z Hispanic audience, who are extremely active on mobile and value personalized recommendations, product reviews and references to drive purchase.”
The HMG Athena platform allows the company to find the perfect online audience for content produced with partner brands by utilizing advanced machine learning and automation technologies. Performance is guaranteed for social native sponsored content on a competitive CPE/CPV basis to deliver results working with HMG’s network of 1,900+ LatinX creators and micro influencers.
“We’re incredibly excited to marry HMG’s large stable of creators, publishers, and authenticated reach into highly targeted audiences with advanced machine intelligence to drive real results at scale for today’s most sophisticated marketers,” said Jim Calhoun, CEO of Megan Media. “By leveraging our partnership, HMG is now operating at the state of the art — bridging human creativity with AI to make high impact investments in engaging branded social content.
In addition to influencer marketing campaigns, the technology also enables publishers such as HMG-owned platforms Hispanic Kitchen and LatinaMoms to power their content on social media platforms including Facebook and Instagram. The technology automatically discovers and analyzes the publisher’s content and promotes it across social media channels in a highly targeted way — driving video views, engagement, audience growth, and website traffic. Further, by integrating Athena, publishers will deliver increased engagement on original branded content and social media.
The investment has already delivered higher social engagement and greater efficiencies for influencer content produced with HMG partner brands including Milk Life, the coop of America’s dairy companies which promotes consumption of healthy dairy milk. Their recent social campaign aimed to connect with broader Latino millennial audiences was powered by the technology delivering increased target demo engagement over 30% versus prior year, while working with a smaller group of more specialized food influencers.
Categorised in: Press Releases