For the past few months, ViralGains’ Business Development Associate Neil Aronson has conducted extensive research on the Hispanic Advertising Market. His presentation last week inspired ViralGains to focus on learning more about this market segment and its involvement with online video.
Hispanics have demonstrated their appreciation for original Hispanic content—which is often in Spanish, English or both—by responding positively to the material. According to an article by comSource, Hispanic-specific ads are “three times as effective as ads dubbed into Spanish.” If brands can create video content that is specifically tailored to the Hispanic market, it will be easier to not only reach, but also engage this audience.
Earlier in May, McDonald’s was awarded Marketer of the Year by AHAA: The Voice of Hispanic Marketing. McDonald’s worked with U.S. Hispanic agency Alma and succeeded in creating connections with Hispanic audiences by incorporating popular Hispanic themes like community, family and traditions. Hard work, pride and strong family values are represented in the company’s spot “First Customer”. Another campaign produced by Alma and McDonald’s titled “Cancha,” features camaraderie and soccer, a Hispanic tradition.
Neil informed us of the differences in Spanish usage depending on age and generation. AOL’s Hispanic Cyberstudy presents three main categories for marketers to divide Hispanics into: Spanish-dominant, bilingual, and English-dominant. The McDonald’s commercial “First Customer” contains a mixture of Spanish and English as it is predominantly for a bilingual Hispanic audience. However, the “Cancha” ad was filmed almost completely in Spanish with only the tagline ‘I’m loving it’ in English. This approach is inclusive of all categories but focuses on Spanish-dominant Hispanics.
Fast Company’s Chuck Salter was very impressed last year with a TV commercial from Ford that aired during the NBA Finals . The automaker took advantage of multicultural audiences and presented a commercial “on a major TV network [ABC] aimed at two groups of consumers in two languages—Spanish for Hispanics, [English] subtitles to include everybody else.”
Salter believes that this is the future of advertising as it integrates the growing Hispanic population as well as general audiences in major networks.
Advertisers can use these categories of Spanish usage and language mixtures to create content that will directly appeal to the desired market. Due to the variety of ways brands can target the Hispanic market based on language categories and popular Hispanic themes, branded video content is an ideal marketing tool.
The Miami Herald recently published an article presenting multiple “mainstream companies” whose marketing trends are being set by Latinos, including Google. The article reinforced Neil’s information on Hispanics and their love for online video and social media.
Hispanics are “four times more likely to share branded content such as videos and commercials through social media, [and] are driving trends on digital and mobile devices”. With the desire and passion that Hispanics have demonstrated for sharing branded content, brands and marketers can easily increase their reach within this market.
A Nielsen Report on Hispanic consumers and the entertainment industry showed that “hispanics spend 68 percent more time than whites watching video on the Internet and 20 percent more time watching video on their mobile phones.”
In order for this content to be shared, it must be accessible to Hispanics. Most Hispanics use mobile devices to access the Internet. According to a study by Google and OTX, U.S. Hispanics are significantly more likely to have a smartphone than the general population (45% v. 34%). Younger generations have been introduced to the Internet via smartphones as they are more affordable and portable than computers or laptops. These devices allow advertisers to reach a wider audience and provide more channels through which viewers can consume online video.
When it comes to online video campaigns, create content that is relatable to Hispanic audiences—Hispanics identify with values like community, family and typical traditions. To really have a personalized and authentic feeling, video content should be in Spanish or a mixture of Spanish and English and more importantly, it must be accessible on mobile devices to drive social sharing.