Higher Hispanic Click-thru Rates? So What?

BY Jose Villa, MediaPost

Everyone is talking these days about Hispanic consumer digital behavior. With the rapid growth in Hispanic online penetration over the last few years, there has been increased attention placed on how this group is different from the general market.

Over the course of the last eight years, my agency has had the opportunity to manage close to a hundred digital ad campaigns across a variety of consumer markets — including the Hispanic, Asian, African-American, and general markets. We’ve been in the unique position of having managed dozens of what we refer to at our agency as “multicultural” digital campaigns — campaigns that had more than one ethnic component. A large number of these campaigns were two-part campaigns — with a general market and Hispanic component. Read More »