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Cultural Intelligence: Engaging the Hispanic Market

Tue, Nov. 29, 2016 | By: Tremor Video

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Your next big marketing opportunity is the Hispanic market. By 2020 this segment will represent 18% of the total U.S. population and have a projected buying power of $1.7 trillion. When compared to the general populace, Hispanics own smartphones and tablets at a higher rate; and spend more time online, in apps, and consuming digital video content. Marketers are acutely aware they need to connect with these digital-savvy super consumers, but many fail to realize what this requires. How can you make sure that your campaign is truly effective?

Multiple studies show that language and culture is what influences brand connections and purchase decisions among U.S. Hispanics. To drive engagement, marketers need to do more than translate an ad from English to Spanish. They need to speak directly to the cultural sensibilities of the Hispanic diaspora, which means communicating with people from as many as 20 different countries. United by Spain’s linguistic legacy, other cultural cues such as traditions, idioms, religious practices, legends, arts, music, literature, and cuisine differentiate and define the “Hispanic” identity of each country and person.

“Oprima numero dos para español.” Without the prompt, how do you ensure you will reach the right person? A culturally relevant message is meaningless if its intended audience never sees it. Identifying a consumer as Hispanic is much more complex than pressing a button or checking a box. To deliver cultural relevance to a multi-cultural segment, marketers need a data-driven targeting strategy. Check out some of the more impactful tactics brands are using to reach this rapidly growing and influential demographic.

1.REFINE YOUR AUDIENCE
Smart Remote app

Use TV viewership data and remote app registration information to create unique segments around Spanish-language networks, shows, or language settings.

2.IN ANY LANGUAGE,CONTENT IS KING
Spanish-language content

Reach Spanish-speaking consumers across premium Spanish-language content to drive higher ad effectiveness.

3.YOU SAY PATATA, I SAY PAPA
Hispanic demo segments

Improve the relevancy of your marketing campaign by identifying and communicating to the bicultural nuances of the diverse Hispanic market.

4. INTRIGUE AND ENGAGE
Bi-lingual creative

Engage Hispanic consumers across all screens in immersive brand experiences. By including a Spanish-language engagement trigger, like “Hacer clic” or “Toca para más”, you can qualify your Hispanic reach.

5. REACH MORE BRAND FANS
Custom social channel

Leverage data from Facebook, Twitter, and Instagram to create custom targeting channels and actively respond to Hispanic brand enthusiasts via Spanish-language or bilingual campaigns. 

6. HYPER-LOCAL
Geo-behavioral

Proprietary geo-behavioral targeting connects you with audiences that live in Hispanic areas as defined by the U.S. Census. This is a reliable way to connect with this mobile audience segment when they are on the go.  A better user experience for the consumer––no matter when or where––means better performance for your brand.

No guesses. No assumptions. The right mix of targeting tactics will lead to audiences motivated to engage with your brand. The Hispanic narrative is still unfolding and now is the time for savvy marketers to resonate with this critical market segment!

 

Topics: Perspectives

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