Five trends in Hispanic media for media buyers and planners
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.
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