This piece is based on an interview with Emiliano Saccone, CEO of Latin food publisher Cocina.
Cocina reaches roughly 3.5 million in the US on a monthly basis now. In addition to direct sales and programmatic, Cocina is pairing content and commerce to expand its horizons. To overcome the barrier of entry and make their content accessible to non-Latinos interested in Latino culture and cuisine, the publishers produce content in English instead of Spanish.
The food publisher tracks frequency, language, type of content and time spent by visitors – through their platform along with pixel on more than 1,200 publisher sites – to define their audiences. They combine data like apps installed, ad engagement, and content consumers with their own data to enrich their way of addressing their audience and enhancing brand messaging efficiency.
To monetise their content, Cocina uses social media and programmatic. They combine content with commerce and work in tandem to turn Cocina reader into a Cocina customer. As a piece of advice, Cocina CEO Emiliano Saccone said, “When you’re selling online, scarcity is a fantastic strategy.”
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[6 minute read]