Reaching U.S. Hispanics through digital channels has become a complex task over time. It used to be as straight-forward as strategically placing culturally-relevant, in-language ads in Spanish language websites, identifying the end users’ browser language or perhaps leveraging the capabilities of a third-party data provider. No one can deny the importance of reaching this group, after all; they are the largest minority in the U.S. and are expected to make up around one-third of Americans by 2050. However, marketers must now take into account challenges such as the consumption of English language media, acculturation and the evolution of the consumer in a multi-screen world. The good news is that the advancement and adoption of programmatic technologies now offers marketers ways to overcome these hurdles and easily reach this segment.
Beyond Language
An obvious method to reach U.S. Hispanics is by placing ads in Spanish language sites. At MediaMath, utilizing this method in programmatic is as simple as uploading a whitelist in our TerminalOne platform, activating Private Marketplace Deals or leveraging contextual language identifiers. With this being a highly sought-out segment, there is more demand than supply. Thus, this method limits the capacity to fully reach and engage the intended audience. Moreover, a MediaMath study on Hispanics concluded that 90 percent of U.S. Hispanics are more likely to respond to an ad that is in English.
The Role of Data
Factual information about the consumer can ultimately help marketers reach Hispanics beyond language identifiers. Most of the leading third-party data providers have made dedicated efforts in order to help identify USH. Sebastian Yoffe, Co Founder & CEO of DataXpand, one of the leading data providers in Latin America, tells us:
“U.S. Hispanics are one of the key audiences in terms of growth in programmatic buying. DataXpand has a tremendous reach of 55 percent of those U.S. Hispanics / Latinos, and we offer more than 120 different audiences that take into consideration language, age, gender, children in household, browsing behavior and lifestyles.”
To make the most of data, marketers can now integrate their first-party data (along with second-party, third-party and campaign data) into data management platforms, not only to identify Hispanics, but also to effectively generate audience clusters based on actions and selective attributes.
Making the Most of Programmatic
MediaMath has the following resources to help you reach and retain Hispanic customers:
- A landing page with several tactics to reach U.S. Hispanics through programmatic and make the most of multicultural digital efforts
- A consumer survey on Hispanic online shopping behaviors