The Cisneros Group of Companies is placing is strong bet in the Hispanic mobile advertising market. It just announced the launch of its new business enterprise, RedMas, a Hispanic Mobile Ad Network and Mobile Studio. 'Red' — the Spanish word for network, and 'Mas' – the acronym for Mobile Ad Studio, marks the business progression of LatCel. The new name and business focus reflects the company's broader product and service offering.
"RedMas reflects our new focus on advertising, we are increasing the level of investment in the company because we strongly believe that the Hispanic mobile market represents a great opportunity for all brands to establish a strong link with their existing and potential customers," emphasized Victor Kong, Vice President of Digital Media of the Cisneros Group. "We can add value with this proposal as we have done in the past when the Cisneros Group helped found Univision in 1986. We are now the first to invest in mobile media for Hispanics."
"Our evolution as a company and value offering translates to 'RedMas' and represents our commitment and focus on mobile advertising for the affluent Hispanic market," stated Jorge A. Rincon, CEO of RedMas.
RedMas is an integral part of the Cisneros Group's commitment to be at the forefront of the industry and the progressive digital world, a part of the business strategy envisioned by Adriana Cisneros de Griffin, Vice-Chairman and Vice President of Strategy. In addition to providing a comprehensive reach in mobile advertising network, RedMas will focus on current and prospect partners with the design and development of mobile strategies, which include building mobile sites in HTML5 and mobile applications for various mobile operation systems, such as Android, IOs, Windows, Symbian, and tablets.
RedMas was founded in 2004 under the brand LatCel with a business strategy focused on the Hispanic demographic, operating several businesses in the mobile industry, including one of the most important mobile advertising networks in the U.S. Hispanic market, fast expanding its reach in the Caribbean, Central America, Mexico, Venezuela and Colombia. RedMas' mobile advertising network incorporates dozens of publishing partners, including GolTV, Televisa, Univision, Todobebe, AccuWeather, Sprint and MetroPCS, to mention a few, providing over 200 million mobile ad impressions per month with approximately 80 percent concentrated in the U.S. Hispanic market.