In the third episode of “Why Advertising Is Shifting to Local,” we sit down with Gisella Fu-Ripp, SVP of Sales for LatiNation-LATV, to talk about creating content for the bilingual Latino community, specifically Gen Z and millennials, the company’s push into the FAST space, and the importance of localized, culturally nuanced advertising.

Alan Wolk: Could you introduce yourself and your role?

Gisella Fu-Ripp: My name is Gisella Fu-Ripp, and I am the SVP of Sales for LatiNation-LATV. I've been with the company for about 12 years now, and it's been quite a journey.

Alan Wolk: What is LatiNation?

Gisella Fu-Ripp: LatiNation is a certified minority-owned media company. We focus on the Latino community, specifically Gen Z and millennial, bilingual Latinos who are more English dominant, primarily second and third generation. Our content is created to represent this community.

Alan Wolk: What is the core focus of your content?

Gisella Fu-Ripp: We are a media company operating across multiple platforms, including local TV, digital, streaming, and social media. Our audience is primarily Gen Z and millennial, bilingual Latinos. Our content revolves around three pillars: LGBTQ, Afro-Latino, and female culture. We produce content in Los Angeles and distribute it nationally through various platforms.

Alan Wolk: How did LatiNation come about, and what was the initial vision?

Gisella Fu-Ripp: The idea was to represent an audience that wasn't being acknowledged. Seventeen years ago, there was a gap between Spanish-language and English-language TV with nothing in between. We aimed to create bilingual, Spanglish content that resonates with an audience that didn't see themselves represented in media.

Alan Wolk: What aspect of your current business strategy excites you the most?

Gisella Fu-Ripp: We are adding more content to our roster, including anime series and projects with artists crossing over to English. The Hispanic population is growing rapidly, and we aim to provide content that resonates with them. Our FAST Channel strategy on CTV is also very exciting, transitioning from pure linear TV to a digital, video-everywhere approach.

Alan Wolk: Where do you have carriage on the CTV?

Gisella Fu-Ripp: We are partnering with smaller but growing platforms like Plex and TCL, and we are exploring Vizio and other partners.

Alan Wolk: What innovation do you believe will shape the future of the industry?

Gisella Fu-Ripp: AI is a game changer, though it's a bit scary. We need to understand it better to use it to our advantage, being cautious about data breaches and privacy issues. AI is evolving daily, and we must keep up with its advancements.

Alan Wolk: Can you share an interesting personal experience with AI?

Gisella Fu-Ripp: Sure, I once asked ChatGPT for a trip itinerary to Yellowstone with my son, and it provided a detailed plan. The surprising part was that it knew my son's name was Josh, which was a bit eerie.

Alan Wolk: Why is multicultural advertising, especially at a local level, so important?

Gisella Fu-Ripp: Targeting specific communities requires understanding their language and cultural nuances. For example, in New York, Washington Heights is predominantly Dominican, while Queens has many South Americans. Localized advertising avoids waste and creates a sense of representation and inclusion, which is crucial for brand loyalty.

Alan Wolk: How do data and analytics help you understand your audience?

Gisella Fu-Ripp: We use our data management platform to gather first-party data and target specific communities. For instance, during Pride, we target communities with significant Pride events. We also conduct focus groups and surveys to ensure our content and advertising are engaging and effective.

Alan Wolk: How do advertisers respond to your data-driven approach?

Gisella Fu-Ripp: We use a consultative approach, sharing as much data as possible and working with brands on surveys and A/B testing to determine the best language and messaging. This helps us create effective and culturally nuanced campaigns.

Alan Wolk: Do you collaborate with agencies to ensure cultural accuracy in translations?

Gisella Fu-Ripp: Yes, we provide translation services that go beyond literal translations, incorporating cultural nuances to ensure authenticity. Different Latino communities use different terms, and we ensure our messaging reflects that accurately.

Alan Wolk: Can you tell me about your multicultural DEI initiatives?

Gisella Fu-Ripp: DEI is integral to our company, reflected in our diverse team and the content we produce. We mirror the communities we serve, with representation across LGBTQ, Latino, and female directors and producers. We aim for intentional and consistent engagement with brands, ensuring they resonate authentically with our audience. Brand loyalty is a significant ROI from our approach.

Alan Wolk: How do you ensure that your DEI initiatives are effective?

Gisella Fu-Ripp: We work closely with brands to create intentional and authentic campaigns, using a rinse and repeat approach. If something doesn't work, we tweak it and try again. This ensures that our audience feels genuinely represented and engaged, leading to strong brand loyalty.

Transcript edited for brevity and clarity.