Page 26 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
mix for experiential into the future as everything becomes more “automated.” Simply put, “it will help to differentiate the brand.”
He says, “Bringing it back to Hispanic marketing, as a culture we like to interact with people and that is an aspect that somehow is retained in our DNA. We learn and understand by seeing and asking questions. The more technology advances, the more explanation will be required. Activations are a good place to interact and get to know more.”
DIGITAL DIVIDE?
There have been multiple reports about local digital media sucking up ad dollars that once went to local TV and to local radio.
Is this being seen with Hispanic
marketing and advertising plans?
At d expósito, Fernández is
projecting that Digital will command
over 30% of Hispanic media
investments by 2020. “ As we know,
investment allocation recognizes the
target audience media
consumption,” he says. “Currently,
Hispanics spend on average each
week 25 and a half hours on digital, 23 hours watching TV, and 13 hours with radio according to Nielsen’s Total Audience Report. Now, with the announcement of Nielsen measuring YouTube at the local level, we may see a continuous shift. Nonetheless, this should not take away from the importance that radio and TV play with the Hispanic audience at the local level. There are unique elements that TV and Radio provide that create additional value that should not be forgone in place of digital.
“Local TV and Radio provide an additional level of trust and engagement through the use of local talents that cannot be compensated through digital. Whether it is through local segments or local concert with favorite DJs, these are key in peeking the interest of the audience to build affinity. It is not about sacrificing one media for another, it is about finding ways to have digital be a complement to TV and Radio activity; marketing communication strategies and tactics need to be looked at holistically.”
The language versus culture issue continues to dominate conversations. If one were to suggest that more Latinos are using English than ever before, thanks to population growth driven by births and not immigration, the respondent would note that there are more bilingual Hispanics than ever. Thus, Spanish use may not (or is not) decreasing and content needs to be relevant. What are Fernández’s thoughts on this?
“It is interesting to hear that culture has now become center stage in conversations regarding the Hispanic market,” he says. “Culture has always been part of the equation since the onset of Hispanic Marketing. In reality, culture is the epicenter of advertising in
IT IS INTERESTING TO HEAR THAT CULTURE HAS NOW BECOME CENTER STAGE IN CONVERSATIONS REGARDING THE HISPANIC MARKET. CULTURE HAS ALWAYS BEEN PART OF THE EQUATION SINCE THE ONSET OF HISPANIC MARKETING.
—Fernando Fernández