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Yahoo Marketing Mobile en Espanol
Mobile Marketing - Yahoo is making its Spanish-language counterpart, Mobile en Espanol, available on more than 1,900 mobile device models. The Spanish-language mobile homepage is customized for the specific needs of the U.S. Hispanic consumer, delivering what Yahoo says is a highly engaging mobile internet experience. The site allows users to bring together their favorite content and services from across the internet to create a personally relevant mobile experience, Yahoo says. It offers mobile search, Spanish U.S. and global news, email and social networking connections, sports, local information, RSS feeds, weather, stocks and horoscopes.
It will also be offering advertisers a variety of mobile advertising opportunities and advertising formats.
Several other recent campaigns have used mobile to reach U.S. Hispanics. HBO PPV, for example, used HipCricket’s Hispanic Mobile Marketing Network to promote the Mayweather-Marquez fight and generate opt-ins for its mobile VIP club. Consumers were asked to text “PELEA” (FIGHT) for a chance to win a signed boxing glove. They received an SMS message inviting them to join the club - an offer on which 12.9% clicked. Of those, nearly 70% opted in.
A similar Rite Aid campaign, which provided coupons when consumers texted “MARCA” (BRAND), garnered a 7.6% clickthrough rate. Other brands running recent Hispanic-targeted campaigns using HipCricket include Harley-Davidson, Arby’s, and Cheetos.
HipCricket estimates this market has a buyer power that will exceed $1 trillion in 2010.
Meanwhile, Orange Advertising Network - an ad sales house in Europe that is home to 20 Hispanic publishers - is making a similar play for the online Hispanic ad market in the U.S. and Latin America. Its ad tools include site-specific placements, run of network, category affinities, customized branded entertainment and direct-response campaigns. Its network also includes the starMedia portal, Spil Games and El Mundo online, one of the biggest newspapers in Spain.
A wealth of research statistics affirm the the growing presence of digitally savvy Hispanics. The online U.S. Hispanic population reached a record 20.3 million visitors in February 2009, according to comScore. The Hispanic online demographic is expanding more than 50% faster than the overall U.S. online population. Hispanics now make up 11% of the total online population.
Market researchers are also examining trends among U.S. Hispanic mobile users and finding similar growth. Mobile internet use among Hispanics is outpacing that of all other groups, with 88% of Hispanics consuming content on their mobile phones, according to a comScore MobiLens’ custom report cited by Yahoo, writes MarketingVOX
Ahorre November 18, 2009 07:45 AM