How out of home can be used to target Hispanics
New options pop up as the demographic grows, such as a bodega network
October 17, 2016
There are Hispanic-focused outlets for TV, radio, online and print, in both Spanish and English.
It’s not always as clear-cut with out-of-home advertising, however. Sure, you can run billboards in Spanish in Hispanic-heavy areas of town, but that comes at the risk of alienating the non-Spanish-speakers.
As buyers try to navigate the best way to reach out, OOH is finding more ways to target Hispanics, and it goes well beyond billboards. The latest offerings in Hispanic OOH include in-store marketing and a new OOH network geared specifically toward the Latino audience.
Here is a look at recent ways OOH has been targeting Hispanics.
Courting Latinos at the corner store
Multicultural marketing agency Pinta has long reached out to Hispanics for its clients, and it recently jumped onto the vendor side of things with a nationwide OOH network targeting Hispanics.
Bodega Media focuses on local “bodegas,” the neighborhood convenience stores located in Hispanic-heavy areas of markets across the country.
The network includes advertising signage at 30,000 local convenience stores, along with closed-circuit TVs that run a loop of ads in half of those stores. Also included is advertising on wrappers that come along with international phone cards that many Hispanics in the U.S. use to call friends and family back home.
The final component of the network is a database of 4 million U.S. Hispanic cell phone numbers, which can be used for promotional text messages.
Advertisers can mix and match which elements and markets they’d like to include in campaign. For example, advertisers could simply use posters in South Florida. Or they could set up a more elaborate campaign that includes ads on phone card wrappers and text message ads in the top 10 U.S. Hispanic markets.
One of the attractive features of the new network is quick turnaround.
“Lead time is very short,” says Mike Valdes-Fauli, president and chief executive officer at Pinta. “Because our partners are in these bodegas often once a week to deliver new phone cards, you can basically submit artwork and within seven to nine days you’ll be blanketing the country. And lead time is only three days for the mobile portion.”
The network is in its infancy–it just rolled out in September. Valdes-Fauli says it’s a good fit for advertisers in the fast food, consumer packaged goods, telecom and food and beverage categories.
In-store marketing steps up among Hispanics
Targeting consumers who are already at the supermarket is a proven way to boost sales no matter what demo you target. In recent months, advertisers have boosted efforts to go after the Hispanic audience with in-store marketing.
Set up by the agency Grupo Gallegos, the campaign included ad signs that read, “¿Un vaso de leche con una rica torta de jamón? Atrévete” (A glass of milk with a delicious ham sandwich? Dare to try it.).
Ham sandwiches are one of the calling cards of El Chavo, the show’s main character.
In addition, Grupo Gallegos set up sampling in stores across California, passing out samples of milk and ham sandwiches. Those who purchased milk were given a free limited edition “El Chavo” barrel cup (the El Chavo character lived in a barrel).
The OOH elements were part of a larger overall campaign that also included TV spots, radio remotes and digital ads in social media. It also declared Sept. 8 “El Chavo del Ocho Day,” with various community events across Los Angeles.
Billboards remain key in Hispanic OOH
As the U.S. Hispanic population continues to grow, there is renewed interest in using billboards to target the segment. The hot trend here is using “Spanglish”–bilingual ads in both Spanish and English.
“Bilingual [OOH] advertising is actually becoming more popular,” says Peter Milian, vice president of sales for the Southeast region at Clear Channel Outdoor. “An advertiser could mention something in Spanish, and then finish in English. There’s that hidden element there to reach a general market audience that’s also in tune with the Hispanic market.”
Jodi Senese, executive vice president and chief marketing officer at Outfront Media, says one of the keys for Hispanic OOH is knowing where Latinos live and work. It takes some research, but the end result is a more effective and efficient OOH campaign.
“When we’re working with brands that want to leverage Spanish-language out of home ads in a specific region, we provide research that helps decide the most ideal locations,” Senese says. “This includes neighborhood ‘heat maps’ identifying Hispanic population densities and specific media.”
And while Spanish-language or bilingual OOH ads primarily target the Hispanic audience, such campaigns also gain traction among the rest of the audience that’s in tune with Latino culture.
“As Hispanic music, dancing and food continues to proliferate in mainstream culture, brands utilizing Spanish-language ads have some ‘spill’ or exposure to non-Hispanics that associate them as a genuine company that Hispanics endorse,” Senese says.
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