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Hispanics Online
A contact of mine recently sent me an article on one of the interesting paradoxes in Hispanic marketing. While watching the Copa de Oro final, in which the US was reminded once again that we are not a soccer powerhouse, the author watched several hours of Hispanic TV programming. From an advertising point of view, the commercials were obviously a point of interest. What the author found most striking was how heavily the ads played on “digital” themes; most of them incorporated elements of the digital lifestyle in their concepts. The ads take for granted that digital media is a big part of the U.S. Hispanic reality, whether it was people using the Internet, connecting on Facebook, or using their smartphones.
The rub is that research from the 2010 AdAge Hispanic FactPack says that only 4.8 percent of all Hispanic media dollars are spent on online media. We are all looking at the same stats, and it is repeated over and over that Hispanics are huge consumers of digital media. The people coming up with the creative found it culturally relevant to include the ‘online experience’ in their work, so why would the strategist within the same agency not do the same?
The collective knowledge is out there, that ‘digital’ is a large part of the US Hispanic reality. It remains however a largely underutilized avenue and a great opportunity for those willing to take the leap.
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