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Takeaways From the Hispanic TV Summit: Insights on Hispanic Television Consumers

October 19th, 2018   ||    by Charlene Weisler

As the media ecosystem has been fragmenting, so has the multicultural market, with cultural groups fragmenting into subgroups. Yet, the multicultural market is now so large that an argument can be made that it should be considered on a mass scale.

The 16th annual Hispanic TV Summit focused on how to best deliver messages to Hispanic television consumers, a vast yet highly specific, fragmented audience. To reach audiences in a respectful, relevant way, the data must blend to form meaningful segments, programmatic to effectively target in the right media properties, and creative to offer greater insight.

Demographic Trends – Mass and Niche

Sandra Alfaro, managing director at Wing, Grey NY, noted that advertisers recognize how important it is to reach Hispanic television consumers. “Diversity is shaping our society,” she stated. The demographic trends indicate that 21 of the top 25 U.S. counties are currently more than 50 percent multicultural and, in the next decade, the multiracial population will grow by nearly 20 percent.

Multiculturalism is driving the mainstream. More than one in five Americans currently speak a language other than English. Cultural change will only accelerate as currently one in six marriages are interracial. “Diversity is not an opportunity,” she warned, “It is a business imperative. If you are not marketing to diversity, you are not marketing.”

But the other trend in multiculturalism is the formation of subgroups, driven by social media. “Millennials say that technology makes them unique,” noted Alfaro. Assimilation is no longer a mandate as we are more and more seeking uniqueness.

Impact on Marketing and Programmatic

For marketers, mainstream acculturation is the past. Today, one needs to be culturally fluent. Best practices, according to Alfaro, include treating your target audience with respect and using an insight, not a fact, to craft your message. Insights can be used to connect and create empathy while a fact may be interpreted as condescending. Also, know who you are reaching, bring messages to a personal level, and think beyond the ad into a fully holistic and committed campaign.

Programmatic, especially in local television, is being considered as a way to reach Hispanic consumers. “Programmatic is a portion of what we do, and we are doing more as we progress,” stated Gustavo Guerra, brand director for Tecate at Heineken USA.

The value of programmatic is that it goes beyond dayparts, enabling advertisers to reach specific audiences any time of day in the most efficient manner. Data is a large component of this strategy.

Steve Mandala, president of advertising sales and marketing at Univision, explained that he uses his own first-party data for local programmatic campaigns because “this works especially well for retailers and auto dealerships.”

Because the Hispanic population is both mass and niche, target consumer profiles can vary by individual market. Local programmatic television is perfectly placed to enable advertisers to hypertarget a mass campaign, as relevance is important for connection.

As Mandala concluded, “No successful campaign will succeed without both mass and niche targeting.”

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