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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
He reasons, “In the multicultural space, the predominant group is Hispanic, and having understandings
of that audience really helps out.”
This is where knowing where your audience is, and how properly reach them, requires some skill.
Guerrero has seen situations where a marketer will target Hispanic online consumers based on
language, and do so strictly on audio streaming. But, what about the non-Hispanic that chooses to
consume these streams? They will soon start to hear Spanish-language ads solely based on their online
usage profile – and nothing else about them that the marketer can determine.
“A big part of that was that the marketer was so focused on ads based on language that they really
needed to expand out,” Guerrero says. “As a result, they are missing the market.”
If Ntooitive can’t reach the entire target audience on audio, other channels will be used, like display. “We
don’t want to expand what we know is our Hispanic audience just to hit our marketing goals,” he says.
Too often, local advertisers can make a knee-jerk reaction. Guerrero advises that they reverse the
flexibility to move in to other channels.
OTT OPPORTUNITIES
One of Guerrero’s key focuses areas when reviewing social media marketing options for Hispanics
involves taking a performance-level approach, as this is what drives where the media spend is for
multicultural social.
He sees more scale with Hispanic consumers on the OTT side, with “over-the-top” platforms including
Hulu and Roku of value. Ntooitive is working with providers to get exclusive deals in place, Guerrero
says. This means finding the Hispanic audience first and not arbitrarily tapping in to Hispanic content.
With Roku and DISH’s “skinny bundle” of TV stations, Sling TV, are of particular interest of late to
marketers, more players are entering the space and are coming to gather exclusive Hispanic data. These
subscription Video on Demand services could make an impact.
Yet, Facebook is still the place to be for reaching the socially savvy U.S. Latino. “It is really driving high
efficiencies for us, although it will vary from campaign to campaign.”
And, Instagram is being rolled into the same ecosystem. “Given efficiencies, a client is able to scale up
with Facebook, compared to a [Google] AdWords spend,” Guerrero says.
In fact, he adds, cost acquisition dropped in half when Instagram came into the fold.
THE SEARCH CONTINUES
“There is less competition on the Spanish-language side of things,” Guerrero says. On the paid side, there is Search Engine Optimization – SEO.
“With a lot of advertisers, we start with not quite the heaviest ad spend to search,” Guerrero says. “But it
is an increased part of the mix.”
For years, targeting Spanish-language keywords in a search a very efficient way of reaching the Hispanic
audience.
This can bring rich dividends for small business owners, and in particular on the local level. For instance,
an attorney advisor can rise to the No. 1 listing in the SEO rankings for general terms like abogado de