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Marketing Campaign Targets Hispanic Consumers


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AOL, MSN, Univision launch marketing campaign for Hispanic consumers


Focusing on the growing online presence of Hispanic consumers, AOL, MSN, Yahoo, Univision.com and other members of the Interactive Advertising Bureau’s Hispanic Committee are launching a marketing campaign designed to convince online marketers that the Internet is an important means to reach a growing Hispanic market.


The committee has selected advertising agencies Tapestry, Starcom IP and Lapiz, all part of the Publicis Groupe, to launch a multi-media campaign later this year promoting the value of marketing to Hispanic consumers. "Competing online media companies banding together to launch a targeted campaign, especially in a market as competitive as the Hispanic sector, is truly unprecedented," said Greg Stuart, president and CEO, IAB. "This historic initiative is just another example of the online industry`s focused commitment to growing the industry above all else."


The IAB cites figures from comScore Media Metrix that there were 13.8 million active U.S. Hispanic consumers using the Internet in January, with consumers aged 24 and under accounting for 49%. In addition, Hispanic consumers, when compared to the general U.S. market, view 19% more web pages per day, and spend 13% more time online per Internet usage day, IAB says.


"The Hispanic community is a major force in our economy and culture and we are seeing this strength carry over into the online world,” says Monica Gadsby, CEO of Tapestry. “We are very excited for the opportunity to help Hispanic marketers identify the online space as an innovative and powerful tool in connecting with the ever-demanding consumer."



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