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About US Hispanic Spanish Internet Ad Networks
By Laurel Wentz AdAge.com Published: February 11, 2008
U.S. Hispanics have flocked to the internet, but with few Hispanic online-advertising networks and little Spanish-language search advertising, they're not as easy for advertisers to target as non-Hispanics. Hoping to change that, Hispanic music site Batanga just made the first deal to acquire Latino ad network HispanoClick."We hear [advertisers'] need for a more performance-based vehicle," said Rafael Urbina, Batanga's chairman-CEO. "Their frustrations are that it's very difficult to reach a large enough number of people online, and [there are] limited tools for what we can do ... in behavioral targeting and search."
Half of Hispanics - Working with 800 Spanish-language publishers, HispanoClick reaches 5.6 million U.S. internet users per month, according to ComScore. Combined with Batanga's existing users, the audience will total more than 8 million, about half the number of U.S. Hispanics online.
The general market has seen big deals to buy online-ad networks, like WPP Group's acquisition of 24/7 RealMedia and Yahoo's purchase of Blue Lithium. That could be the next trend in the U.S. Hispanic market, where online ad networks are starting to appear and Hispanic portals are likely to snap them up. Besides HispanoClick, there's Prisma Digital Media, started in November 2007 by Latincube, the Miami-based holding company for digital shop Latin3; and venture capitalist-backed Consorte in San Francisco. Even HispanoClick is barely 2 years old, and the small company was started, oddly enough, in Montreal by a French-Canadian named Marc Duquette and his Dominican-born wife, Ana Maria De La Cruz.
The Search Engine RealityMr. Ferrer said he hopes a combination like that of Batanga with its own online-ad network will enable him to place brand advertising and get more direct-response, performance-oriented results with lower cost-per-thousand viewers and higher reach. No one measures the size of the Hispanic online market, but Mr. Ferrer said the best estimates for 2007 range from $150 million to $200 million. That's mainly display advertising.
"The sad reality is most Hispanics search on general-market search engines, and they search in English," he said. "When we try to buy key words [in Spanish], the general-market agency has already bought them [in English]. When we've done search for our client Century 21, we couldn't even spend the money."
Ahorre February 11, 2008 10:01 AM | Hispanic Marketing | Sales | Marketing | Promotions | Internet Marketing