The five big trends in Hispanic media
What media buyers and planners need to keep an eye out for
September 25, 2015
By Isabella Sanchez
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking here.
Isabella Sanchez, vice president of media integration at Zubi Advertising Services of Miami, draws on more than two decades of media buying experience to predict the five big coming trends in Hispanic media that media planners and buyers should be watching for.
1. A focus on bicultural targeted media, with an emphasis on Billennials
We will see an increased number of media channels designed to reach and engage bicultural Hispanics.
While media channels to reach biculturals are not new, we are seeing more and more options created by “mainstream” media companies.
This year’s upfront included a number of programming announcements that are clearly designed to reach diverse audiences. NBC’s “Hot and Bothered” and Fox’s “Bordertown” are just two examples. These shows go beyond casting Latino talent, the entire storyline is a Latino story.
As Latinos represent 22 percent of the overall millennial population in the U.S., this target segment is getting increased attention, and marketers are looking for ways to engage with them.
An example of a company going directly after them is CafeMedia, who just announced “Vivala”, a site uniquely designed for Millennial Hispanic women.
2. A rise in digital accountability
Audience validation has completely changed the way we look at digital targeting for Hispanics and the way we measure campaign success.
Audience validation allows us to laser target and not just “blanket” Hispanics.
Audience validation is allowing the industry to not just see if campaigns are delivering human impressions, but to what degree the specific Hispanic target is being reached.
Comscore, Double Verify, Moat and Nielsen have all made great strides in fine-tuning their methodology which is helping us all with transparency and improved strategic campaigns.
3. Mobile first
It’s a well-known fact that Hispanics are leading the way on mobile. As mobile campaigns evolve, it’ll be imperative for mobile advertising to break through.
For every media plan we develop, we joke that it’s mobile, mobile and more mobile. There will be a day soon when folks will ask if we ever even used desktop computers, they’ll be viewed as antiques.
While mobile behavior is evident, creative break-through can be challenging. Small mobile ad units are often closed or “x’d” out and ignored.
The best way we’ve found to engage is via online video; Hispanics watch a tremendous amount of video on mobile devices. which leads to stronger engagement.
This transcends to social platforms, as well. Social continues to explode for Hispanic audiences.
Right now, one of our biggest challenges is not being able to validate audiences on mobile devices. However, we are confident that the research companies will soon find a solid solution.
4. Combating hyper fragmentation
Advances in technology continue to contribute to fragmentation.
Hispanics are consuming more media than ever, in more places than ever. It’s no longer a 24-hour day.
What we’re seeing is that traditional media such as radio is stronger than ever, but at the same time there are incremental audiences using online options. On Pandora the #2 overall genre on Pandora is the Latin genre.
Once a upon a time Hispanic media planning was relatively easy because the audience was fairly concentrated, but we now are experiencing fragmentation.
The challenge is to continue to reach audiences and follow the consumers wherever they are.
5. The importance of content creation
Content creation has been talked about for quite some time, but it is becoming increasingly clear that it now imperative to effectively reach audiences.
Last week, the number 1 paid app on iTunes was Crystal, a content blocker for Apple devices. Clearly consumers are getting smarter and are willing to pay to block ads.
We need to create content in the right environments. But it needs to be relevant content and done well, otherwise it can be obvious and intrusive.
Content must have entertainment or educational value for the consumer. But when it’s not done well, it feels forced and probably has the reverse affect than was intended.
Isabella Sanchez holds the title of vice president of media integration at Zubi Advertising Services, where she oversees all integrated media for Dunkin’ Donuts, Ford Motor Co., Ford California Dealer Associations, JP Morgan Chase, and Lincoln Motor Co. Prior to Zubi she was vice president and managing director of Tapestry, a division of Starcom MediaVest Group. She had previously served as VP and director of media services for The Bravo Group, a division of WPP.
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