Top 6 Tips for Hispanic Media Buying
What you need to know about expanding your reach to the U.S.
The U.S. Hispanic population is booming, and multiple sources confirm that concurrent U.S. Hispanic and English campaigns can raise overall multi-cultural direct response
campaign success rates to as much as 50 percent. Today,
we know that a well designed Hispanic media campaign
can drive substantial gains in English Web site traffic
— as much as 90 percent of Web sales driven by U.S.
Hispanic media are done on English language sites — so
marketers and retailers alike are scrambling to place their
stake in the market.
But while these campaigns are delivering high-performance results, the media buying landscape has
changed dramatically in the past 10 years. We have seen
the number of Hispanic networks grow to more than 50,
with multiple networks targeting specific segments of the
Despite this growth — or because of it — it has become increasingly complex to optimize a media buying
plan in the U.S. Hispanic market. Now more than ever,
it is necessary to evaluate your campaign relative to this
target audience before leaping in.
Pick the Right Partner and Establish a Strategy
Understand the Market
Catering to Hispanic consumers requires a more
hands-on, relationship-driven approach. You need to
work with a specialist whose core competency is targeting and understanding this audience. Larger general
market agencies often do not have the relationships in
place to get you the best deal with U.S. Hispanic media
outlets, nor do they understand what drives Hispanic
consumers to buy or the back-end elements that make
the difference between a high performance campaign
and one that performs poorly.
Understand Media Availability and Impact
The Offer Matters
Stay Open to New Strategies and Channels
Hispanics buy retail items that are “As Seen on TV”
at a disproportionately higher rate, and they are more
brand-loyal than their English market counterparts.
These are potentially groundbreaking considerations
for using Hispanic DR media to drive continuity sales.
Working with an experienced U.S. Hispanic marketing
partner, you should be able to evaluate whether radio,
Web, print and other channels will be effective growth
strategies for your category and Hispanic demographic. ■