A study conducted by Amy Jo Coffey, a professor at the University of Florida, found that 73% of advertisers have used a language other than English in their advertisements. This will come as no surprise, but 93% of those non-English ads are in Spanish. What’s interesting is that two specific forms of media were extensively used by nearly all of these advertisers, digital and out-of-home.
The driving factor behind using digital marketing was that the availability of targeting criteria you are able to use to narrow down who sees your ads. It allows you to go so much deeper than just language, and merely translating your English ads into Spanish. Things like online and offline behaviors give you a much better chance of connecting with your Hispanic consumers and moving them to take action. You will also really like the many metrics and reliable analytics that let them know if you’re hitting the mark with your campaign and what adjustments you should make.
When it came to out-of-home the advertisers liked the huge reach that it offered. It gives you the opportunity to reach a large number of people with minimal effort. You have the ability to place ads in neighborhoods with a large Hispanic population where they are likely to be viewed and quickly understood by the majority of the audience. There are also so many opportunities to place ads inside or near businesses that draw Hispanic consumers. Grocery stores tailored to serve Hispanic shoppers offer an excellent opportunity to reach this population when they are already in a buying mindset.
What Does This Mean for You?
A huge opportunity for marketers lies in this research. If you haven’t developed a Hispanic media mix, then you are missing out on one of the fastest growing demographics in the country. Studies show that Hispanic consumers spend at least $10 more per grocery store visit on consumer packaged goods than non-Hispanic consumers. This includes food, alcohol, household products, health and beauty aids, and over-the-counter medications. If you represent a CPG brand and want your marketing to directly impact sales for your company, then you need a strong Hispanic media strategy.