HispanicTrending

Hispanics 'Give Higher Ratings in Surveys'

July 10 2009
Source: MRWeb
 
Hispanics in the US, especially those who are more recent arrivals, give higher ratings in product surveys than their non-Hispanic counterparts, according to a study designed by Jeffry Savitz, President of Savitz Research.

Dallas-headquartered Savitz Research offers a bilingual/bi-cultural research division created to help clients understand and address the special needs of the Hispanic market.

In his study, Hispanic and non-Hispanic respondents were asked to assign a numeric value to five rating labels - excellent, very good, good, neither good nor poor, and poor.

Using a scale of 0-100, with 100 being the highest, it was found that Hispanics were consistently giving higher marks to each label (except in the case of ‘poor’) with an average difference of 5.9.

Savitz, who is also Professor of Marketing Research at the University of North Texas, says that the results have significant implications on multicultural advertising and marketing, as well as on which products and services should be offered to Hispanics.

‘Hispanics are taught from an early age that it is in poor taste or inappropriate to openly criticize or berate when asked their opinions,’ Savitz explains: ‘More research is needed to measure the effect of the 'cultural lift' on various categories and other factors.’

Opportunity to Reach Top Latino Business Owners in Texas

New Texas state-wide publication covering key legislative and public policy initiatives, as well as state and local economic issues relevant to Texas Hispanic businesses, is being launched this month during TAMACC's* Annual Convention. It will highlight the people and organizations that form the growing Latino business community in Texas and the trends that shape the local business climate and economic opportunities.

Get your brand in front of them! Closing date: 7/17/2009

For the rate card, reply to this message or click here to send me an email.

You can register for the convention here: http://tamacc.org/convention/index.html

* Texas Association of Mexican-American Chambers of Commerce

Hispanic TV Advertising Rise 3% in 2008

July 7, 2009
by Wayne Friedman

Spanish-language TV advertising posted a slim 3% gain in 2008 versus 2007, per a new Nielsen study, which was about average across how other media performed a year ago.

Looking at the top 10 categories, however, TV advertising among Spanish-language TV programmers performed much better: an 8% gain to $2.906.1 billion.

Of the bigger categories, pharmaceuticals posted a 32% gain to $663.4 million, which took the lead as the biggest TV ad group over a fast-declining automotive segment. Direct-response advertising also turned upward, 21% to $218 million. Satellite communication services rose 124% to $135.7 million.

But Spanish-language TV programmers were not immune from overall TV marketer issues. For example, automotive spending was down 20% to $530.1 million. Automotive dealers were down as well -- 25% -- to $126.9 million.

Nielsen says the dollar shift followed a similar rise in audience size for Univision and Telemundo. Both networks gained 11% in viewers versus 2007, and had a 6% rise among adult 18-49 prime-time viewers.

More helpful is that TV commercials are continuing to be developed specifically for Spanish-language television. The media research company says commercials targeting the Hispanic market on average outperform those that are translated from general market TV spots -- with 16% higher brand recall results and 22% better message recall.

Overall, Spanish-language TV ads achieved a 35% brand recall score versus 27% for English-language ads.

Source: MediaPost

Direct Marketing: Multicultural Name Identification

July 7, 2009
by Candace Kennedy

Conventional wisdom says that America is a melting pot of many different cultures. Try mixing up six different cheeses in a pot then try to find the different taste values of each. It is very difficult to do. The same idea applies to identifying the different cultures that make up our nation. The segmentation system that we habitually use simply divides the population into color or racial categories: White, Black, Hispanic, and Asian. Using this type of approach or methodology has its downfalls and in most cases antiquated census information is used, as it's sole input for development. A better approach is to see the diversity in America as a mixed salad, where each ethnicity is a different ingredient and can be identified. This method, if used properly applies to the many ethnicities and different cultures in our nation and each can be identified.

Marketers, researchers, advertising agencies and the media often market to Hispanics as a separate group from Whites, Blacks and Asians. When you take an in-depth look at the Hispanic population in the Untied States they often associate with one or more of the aforementioned racial groups and those racial groups can be correlated to their country of origin or cultural identity. An individual or family from Puerto Rico does not exhibit the same cultural identity or buying habits as those of a family that has immigrated to the US from Mexico. If that is the case then why do marketers, researchers, advertising agencies and the media often approach Hispanic's as a whole with the same exact offers, disregard their country of origin and then complain that their campaigns were not successful. Even the dialect of the Spanish language they speak differs.

The same issues arise and in greater depth when attempting to target the Asian community, the "One Size Fits All" mentality is often the method used and low response rates and product interests are the norm. With so many different Asian countries of origin and Asian languages of preference currently residing in the US, it is the smart marketer that embraces technology that allows them to identify all ethnicities, countries of origin and languages that are available. An offer tailored to a Chinese American living in San Francisco CA should differentiate from one being tailored to a Korean American living in Fort Lee NJ or a Vietnamese American living in Houston TX. Now if you add into the mix the different levels of assimilation and acculturation, the buying habits and traditional cultural customs the individual embraces are all over the chart.

An individual's ethnicity is not in all circumstances related to ones "Country of Origin". A Deepak Banerjee may have been born in England and then came to our country, but his ethnicity and cultural identity is Indian and in most cases his religion would be Hindu.

Many ethnic and religious groups in the United States maintain a strong cultural identity. They are often attracted to communities with their same ethnicity, communities in which many traditional cultural customs are maintained. Given that the ethnic diversity in the US is far more reflective of a global landscape, it is even more important for marketers to fully understand cultural differences, language preference, purchasing habits and other socioeconomic information and integrate those variations into their everyday marketing strategies and tactics. The time for the" One Size Fits All" methodology is gone that way of the dinosaur.

Source: Ethnic Technologies

PR Veterans Launch the Hispanic PR Blog (HispanicPRBlog.com) and Twitter Feed (Twitter.com/HispanicPR)

July 7, 2009
Via PRNewswire

Multicultural PR veterans Manny Ruiz, PR Newswire's president of multicultural markets and Hispanic PR Wire, and Angela Sustaita-Ruiz, president of Hispanic Media Trainers, LLC, today launched the Hispanic PR Blog (HispanicPRBlog.com), the industry's definitive source for Hispanic PR news and views.

"This blog and its accompanying Twitter feed (twitter.com/HispanicPR) fill a growing need for daily news, views and PR market intelligence that isn't available anywhere else," said Ruiz, who previously published The Hispanic PR Monitor monthly newsletter, the industry's first, from 2002 through 2007.

"Our goal is to showcase the work of the Hispanic PR industry by ensuring that our blog is THE open multimedia forum for PR professionals to exchange industry-related insights, news, photos, videos and more," said Sustaita-Ruiz.

Stories and blog ideas should be emailed to hispanicprblog@gmail.com. Professionals who are interested in becoming regular bloggers for the Hispanic PR Blog should indicate their interest via email. The blog's RSS feed can be obtained at http://hispanicprblog.com/feed. The RSS feed to the Twitter feed is available at http://twitter.com/statuses/user_timeline/38222941.rss.

The Hispanic PR Blog is requesting content submissions for such sections as:

- PR Campaigns: The scope or assignment for any Hispanic PR or digital marketing campaign should be described in as much detail as possible. Any information and/or photos regarding your Hispanic or multicultural PR spokesperson is also desired.

- Hispanic PR Views: Thought leader pieces are highly desired and should focus on relevant Hispanic PR angles. If anyone desires to become a regular blogger they should notify the publishers via email along with an accompanying bio.

- Hispanic PR Briefs: This section consists of Hispanic account news including agency wins, campaign launches, awards, etc...

- PRSA Diversity News: Submissions for this section should relate to PRSA news items having to do with Diversity PR professionals, events, programs and awards.

- Directory of Hispanic PR Agencies: If you have a PR or marketing agency focused on Hispanic and/or multicultural PR, submit your agency's name, contact, phone, fax and url for posting to our directory.

- Hispanic Spokesperson Tracker: Content entries should indicate what spokesperson has been hired to represent what brand or organization, the full scope of that representation and the period that the representation will last. This section will be useful for the legions of PR professionals who struggle to keep up with what Latino celebrity spokespersons have done what for whom and when.

- Hiring/Promotions: This section spotlights all Hispanic PR-related hires and promotions regardless of title. Submission should include the name of the hire, education, prior employer, listing of PR responsibilities and photos.

- Hispanic PR Case Studies: Case study submissions will only be posted if they specifically discuss how a project or campaign involved Hispanic PR components.

- Hispanic PR White Papers/Research: These thought leader pieces should provide fresh insights about Hispanic and/or multicultural-related issues that are relevant.

- Hispanic Marketing Events: This section will provide professionals with an ongoing listing of who, what, where, when and why for a wide variety of events that target professionals in the Hispanic or multicultural PR space. All pertinent information about upcoming events must be submitted including cost.

- Hispanic Market Jobs: Although this section focuses on detailed job postings, internship information is also desired.

Hispanic Retail Summit Sets Store Visits to Latino-focused Supermarkets and Specialty Stores

June 29, 2009
Press Release

Visits to two authentic Latino supermarkets and two national retailers with Hispanic-focused stores will kick off this year’s Hispanic Retail 360 Summit, being held Aug. 9 to 11 in Las Vegas.

This year’s store tour, which will leave the Venetian Hotel at 11:30 a.m. on Aug. 9, will take pre-registered attendees to Supermercado La Bonita, Marianna’s, Best Buy and Family Dollar Stores in the Vegas market. The guided tours will be led by Hispanic market experts from XL Edge and api+.

Supermercado La Bonita, with four stores in the market, has been serving Hispanic shoppers in Las Vegas since 1988. Its stores feature a dedicated bakery, taqueria, dairy-deli and carniceria.

Founded by the Anaya family in 1989 as a simple tortilla establishment, the first Mariana’s supermarket opened in 1999, bringing a new Hispanic concept to the Las Vegas market. Now with three stores, Mariana's was recognized in 2004 as the best ethnic market in Las Vegas by the Review-Journal Best of Las Vegas readers poll.

Best Buy, the giant electronics superstore chain, has one of its top Latino-focused stores in this market. Last year, the specialty chain won a Hispanic Retail Excellence Award for its Latino market efforts.

Representing one of retailing’s fastest growing channels, Family Dollar serves a heavily Hispanic clientele and presents audience members with an opportunity to see how a dollar store serves the Latino market.

The Hispanic Retail 360 Summit’s conference program will start on the afternoon of Sunday, Aug. 9, with a keynote by Teresa Iglesias-Solomon, vice president of Hispanic initiatives for Best Buy, followed by a presentation from Cindy Nuñez-Hasman, multicultural marketing manager for Ace Hardware Corp., and José Gonzalez, partner, Revolucion. They will present a case study on Ace’s first foray into Hispanic marketing and provide five “surefire tips” every retailer can use to increase Hispanic footsteps in their stores. Nuñez-Hasman is a skilled, bilingual senior manager with a strong record of success with advertising agencies, such as WPP’s Bravo Group, and retailers, including Sears Roebuck & Co.

In addition, retail and multicultural experts from Nielsen, the world’s largest marketing and media information company, will debut research from the firm’s new national Hispanic household panel about how Latino households are faring in these difficult economic times. They will also provide insights on key areas of focus for retailers and suppliers in order to be successful with Hispanic consumers in a recessionary economy.

Also on the agenda is an impressive lineup of speakers from retailers, consumer product goods manufacturers and leading multicultural marketing authors, consultants and agencies, including a special retailer panel, moderated by strategic analyst Art Turock. The panel will explore innovation in addressing Hispanic shoppers through “how-to” stories and advance insights from prominent retailers who are leaders in serving Latino shoppers. Panelists include Tracy Krogstie, marketing and promotions manager for Jewel-Osco, Jose Amaya, director of diversity for HY-VEE Inc., Marco Orozco, territory Hispanic market manager, Southwest USA and Hawaii, Best Buy, and Juvenal Chavez, president of Mi Pueblo Foods in northern California.

Last year’s summit, held in Miami, attracted approximately 400 attendees composed of retailers from across all channels of retailing, major consumer products goods (CPG) manufacturers, advertising agencies and consultants. Last year, the Summit’s store tour included Publix Sabor and Winn-Dixie’s new Latino format in the Miami area.

Attendees included representatives from such major retailers as Walmart, Best Buy, Publix, Winn-Dixie, Family Dollar, SuperValu, Navarro Discount Pharmacies, CVS, Advance Auto Parts, Hy-Vee Supermarkets and Kroger.

Hispanic Retail 360 is the retail industry’s only conference designed to give retailers the tools and insights they need to grow their business with the Latino consumer market in the U.S. The Summit is produced by Progressive Grocer and Convenience Store News, two leading media brands owned by Nielsen Business Media. Brandweek, another Nielsen Business Media brand, is a one of several media sponsors.

For the fifth consecutive year, Coca-Cola is the presenting sponsor for Hispanic Retail 360 Summit. Other sponsors include Geoscape and Café Bustelo. To learn more about the many levels of available sponsorship opportunities, please contact Michael Hatherill at 646-654-7501, or at mhatherill@csnews.com.

For more information, or to register go to www.hispanicretail360.com.
 

Looking at Hispanic Behavior Online - eMarketer Interviews Dr. Korzenny

JUNE 26, 2009
via eMarketer

eMarketer: What are best practices for sites and marketers that want to reach the Hispanic audience?

Dr. Felipe Korzenny: Spanish, as long as you don’t make it too regional or too colloquial, is pretty much understandable to everybody. US Hispanics have formed a new sense of kinship with people from other Latin American countries. It’s almost like a reaction to the way that the census has classified us and the way that they’ve talked about us over the past 30 years or so.

Even though we might not use the label “Hispanic” because we find it annoying, we have a commonality with people from Latin America. We share 400 years of dominance from Spain that has left a huge amount of cultural heritage in Latin America, regardless of the country.

“I don’t think it works to say, ‘This is a site for Hispanics and this is a site for others.’”

Hispanics have a lot of commonalities, and it’s OK to talk about a group that has these sorts of common roots and interests. It doesn’t work well to try to segregate people. I don’t think it works to say, “This is a site for Hispanics and this is a site for others.”

A lot of what has to happen is contextual cultural customization—a little bit like what Google does with ads. That means when I’m on MySpace in my customized site, the intelligence of the tool should include cultural cues to make me feel more at home along with the language and types of conversations. Of course, it might be mixed between Spanish and English.

The integration of networks is really the value. The growth in social networks is going to come from integrated sites, not necessarily from those who are trying to segregate because of where we are in this country. You don’t just have one group of friends.

That is the reason why MySpace has both—I mean having people having two sites, one in Spanish and one in English—but that doesn’t mean that the Spanish-language site is for Hispanics only, or that the English-language site is for non-Hispanics only. There’s a lot of overlap.

eMarketer: Would you say that Hispanics are more responsive to online ads?

Dr. Korzenny: That’s hard to generalize.

Talking about Hispanics as a whole group is difficult. The less acculturated are more likely to be more responsive to advertising than the more acculturated. The more acculturated Hispanics are a little bit more cynical and less attentive to advertising.

Even in traditional media, Hispanics will be more responsive to ads because of the fact that they were in many ways just beginning to learn about their new consumer environment. But Hispanics online might be more responsive to cultural cues, like if I’m on Google and see an ad for a CD by María Dolores Pradera. It’s more based on how these different new tools and sites understand people’s tastes and preferences than whether Hispanics in general are more receptive.

eMarketer: What misconceptions do marketers have about Hispanics?

“There’s a lot of ignorance about the market.”

Dr. Korzenny: There’s a lot of ignorance about the market. Hispanics have more blogs and personal Websites than anybody else. Marketers need to start paying attention to this.

Emerging minorities are the ones making the biggest difference in the online world and in the adoption and use of technology. It’s bringing them to a set of values that they have for social networking and connectivity.

Older non-Hispanic whites, who are still being targeted by marketers, have been disconnected for a longer period of time. They don’t have as strong a need for that personal connection, and also they are less technology-oriented.

Marketers need to start paying attention to the opinion leaders, the people driving innovation. They’re young and Hispanic.

To Reach Multicultural Youth, Go Mobile

June 26, 2009
By Tru Pettigrew

It's no secret; multicultural consumers have always been trendsetters. The music, fashion, and lifestyle categories have always been synonymous with--and adopted--what emanates from “the streets." Yet, when it comes to influence in the technology category, or how brands use technology to market to this segment, the conversations have been almost nonexistent.

Multicultural online and mobile consumption and spending habits are outdistancing the general market 1.5, almost 2-to-1. Per capita, they’re texting more, have more unlimited data plans, download and purchase more content, view more online and mobile ads, and buy more high-end mobile devices than the general market. Consumers are turning to new media as their primary source for consumption, and the multicultural segment is driving the bus. This means that in order for brands to reach them, they must restructure their media plans and budgets to meet them where we are.

Yesterday, while speaking at the Cannes Lions International Advertising Festival, Steve Ballmer (right), a senior Microsoft executive, stated: “…traditional broadcast and print media would have to plan business models around a smaller share of the advertising market, as revenues continue to move to digital outlets." We’ve all seen this happen firsthand over the last 18-to-24 months and we've been adjusting accordingly. It’s important to build out highly engaging online and mobile experiences for brands and clients. Taking traditional offline strategies and media, “digitizing” it, and making it interactive in a way that gives the consumer an experience, and affords them special access to exclusive lifestyle benefits is a necessary approach to stay current and relevant with this audience.

There are gluts of agencies, and companies in the marketplace that profess to know and execute on new media and mobile. However, they fall short in a few key areas that resonate with multicultural consumers. Access and benefits are most important to this consumer when engaging with a brand. The more, the better, and it has to be over a longer duration. These are the keys to winning in the multicultural arena. Of course, they’re looking to be engaged in an authentic way (another subject altogether), but after that hurdle it’s about ongoing access and benefits.

Data shows us that multicultural youth over index in their use of mobile, particularly the Hispanic/Latino consumer. And to that point, instituting some decisive mobile strategies, capabilities, and tactics that appeal to multicultural audiences is paramount for brands looking to connect with this consumer group. Their mobile phones and devices are an extension of who they are, whereas customization and personalization is key. These devices are with them all the time, not only as a means of communication but as a part of their lifestyle. Brands should think about integrating mobile and multimedia features into online widgets and banners to enable simple and effective campaign integration within existing online initiatives. As well, it's necessary to extend online engagements to mobile devices. This process generates higher user participation, improved campaign reach, and a cost effective campaign execution. It's necessary to become an active participant in their world, and go mobile with them.

Source: Fast Company

The Lance Armstrong Foundation Talks About Their Latino Outreach

June 26, 2009
By Juan Tornoe

Thanks to my friends from Hispanic Communications network, I had the opportunity to interview a Livestrong spokesperson on their recent efforts to communicate with Spanish speaking Hispanics.

Juan Tornoe: What has been Lance Armstrong Foundation’s experience in reaching out to Spanish speaking Latinos in the past?

Lance Armstrong Foundation: As part of a cooperative agreement with the Centers for Disease Control and Prevention, the Lance Armstrong Foundation (LAF) launched an outreach campaign in 2008 using radio to reach Spanish-speaking cancer survivors and their loved ones.  The campaign featured 8 sixty-radio segments that aired on over 250 Spanish-language radio stations across the country and also produced 5 one-hour call-in shows that allowed Hispanic/Latinos to ask questions about cancer to a panel of experts.  These shows aired in June 2008 in New York City, Chicago, Miami, Los Angeles and San Antonio.

JT: What prompted you to launch this multimedia Spanish language outreach?

LAF: We worked with Hispanic Communications Network to create a campaign that would reach Hispanic/Latinos through multiple media outlets including radio and internet.  We know that internet usage among Hispanic/Latinos continues to increase and the LAF wanted to take advantage of this outlet. 

JT: What are Lance Armstrong Foundation’s goals/expectations through this outreach?

LAF: We hope to increase awareness of physical, emotional and day-to-day concerns of Hispanic/Latino cancer survivors and also increase utilization of LAF’s Spanish-language resources including LIVESTRONG.org/Espanol and LIVESTRONG SurvivorCare

JT: A little bit more than a week into it, what results have you seen so far?

LAF: During the first week of the campaign, we have received over 4,000 visits to LIVESTRONG.org/Espanol, over a 300% increase of traffic to the website versus our 2008 campaign of radio outreach only. 

JT: Please mention all the elements that comprise this campaign.
 
LAF:The radio segments will air from June 15 – July 21 on over 250 Spanish-language radio stations across the country. 
 
The viral marketing campaign will also run in conjunction with the radio ads and includes:

• Placement of the banner ads on MSN Latino, Univision and HispanoClick
• Viral seeding of campaign content on 35 Spanish-language websites. 
• Spanish-language content on the LAF’s existing Facebook, MySpace and Twitter accounts. We have created Spanish Tweets that Brooke will use throughout the campaign.
• Advertisement on Facebook will also run from 6/15 - 6/29. 
• Tweets by Latino celebrities including Frankie Needles and Lorena Roja. 
• Lance Armstrong, LAF CEO, Doug Ulman and Sanjay Gupta also Tweeted about the campaign and revised site. 

On June 23rd – 27th, we will also produce 5 live radio call-in shows that will air in Denver, San Francisco, Chicago, Washington DC and Phoenix. 

Hispanic Communications Network also secured placement of billboard advertisements in Times Square and Los Vegas.  The Times Square billboard ran June 15- 17 and the Las Vegas billboard ran June 17 – 18th. 
 
JT: What are Lance Armstrong Foundation’s plans for reaching out to Spanish speaking Hispanics after the campaign is over?
 

LAF: The LAF will continue providing outreach and resources to Hispanic/Latinos.  We are currently reviewing the results from the current campaign to plan future outreach efforts. 

10 Things You Should Know About U.S. Hispanics

June 25, 2009
by Alvaro Cabrera

1. Hispanics are connecting twice as fast as the general market (14% growth vs. 7%) adding over a million users per year. In 2008, 23 million Hispanics online, about 52% of the Hispanic population. In 2012, more than 29 million will be online, increasing Internet penetration to 58.6%.

Living a connected, collective and spontaneous life is a fundamental Hispanic value and desire. Technology that facilitates connecting, sharing, entertaining and learning is rapidly becoming indispensable for the majority of Hispanics. We are referring to those that are connecting on their computers; recent figures put 57% of Hispanics going online through their mobile phones.

2. The growing Hispanic middle class is super connected: 88% of Hispanics with a household income of $50,000 + are online.

For categories such as technology, consumer electronics, financial services and travel, connecting with consumers where they explore your products, research options, share experiences with communities, and ultimately buy your products is not option, it's a necessity.

3. Hispanics are early adopters of mobile technology: 31 million have a mobile phone. By the age of 15, penetration of wireless services is 64%, by 17, it rises to 78%. Hispanics have the highest proportion of cord-cutters among all segments.

For the most part, mobile marketing is not really on the radar as a consistent Hispanic marketing strategy. The challenge and opportunity of mobile marketing seems to lie in truly capitalizing on the relationship people have with their mobile devices. The mobile phone is not just another screen onto which we can send ads. It represents an opportunity for us to fundamentally change the relationship between brand and consumer.

4. Hispanics will spend money on what they really want: They spend 42% more on mobile devices and 35% more on data services than the average user.

Convention tells us that the Hispanic market is very value-conscious and often makes purchase decisions based on price. When it comes to technology, the opposite has proven to be true.

5. Roughly half of the Hispanics online prefer Spanish, and for 66% it's important to be recognized as Hispanic through culturally relevant content.

Online Hispanics move from Spanish to English and back again in different moments of an interactive brand experience. And far from being a disadvantage, this kind of fluid activity opens up interesting opportunities that help us learn about our consumers while allowing them to customize their online experience.

6. Hispanics are dynamic content creators and consumers: Two-thirds of online Hispanics use the Web to view other consumers' content and 40% create content and provide their opinions online.

Initially generated due to a lack of relevant and in-language content, consumer-generated content in the Hispanic market has taken on a life of its own. Hispanics dramatically outpace the general market in creating and sharing content, and few brands have figured out how to be part of the process creatively. The challenge is to support consumers, provide resources and even become part of the process without imposing artificial restrictions or values.

7. Entertainment content main appeal for online engagement: 37% listen to Internet radio vs. just 30% of non-Hispanics and 36% download music vs. just 29% of non-Hispanics.

They represent a captive consumer that is willing to spend time and in many cases, money for entertainment content online.

8. An online collective life: 77% engage in some kind of online socializing. And 40% are part of a social network. An estimated 20% of Hispanics online are considered "Hispanic-fluentials."

If word of mouth is key to any successful Hispanic marketing initiative, the online space has taken the dynamic to another level. Online, the collective, hyper-social Hispanic cultural dynamic can be expressed, explored and developed without limits.

9. Multi-tasking: Part of the Hispanic DNA. On average, Hispanics spend 17 hours per week online, but they spend 14 hours per day with a technology device (versus 8 hours for the general population).

The big opportunity: moving focus from one screen to three, dynamically connected screens. Because of their higher propensity to use converged technology, this consumer is the perfect target for developing truly integrated multi-channel campaigns.

10. Hispanic online landscape is less crowded: Interactive Advertising Media Investment represented 4.6% in 2007, while in the general market, it is around 7%.

The online Hispanic opportunity is not only about a big and growing market, or about consumers that are eager to engage. Brands that go in first and engage the consumer first have a unique opportunity to establish themselves as first movers and true resources for Hispanic consumers.

Source: MediaPost