Hispanic Ad Spending Still Climbing

Hispanic Ad Spending Still Climbing

AUGUST 2, 2007

Capturing English-language site views is tough.

Spanish-language advertising continues to outperform the general market, according to data released in Advertising Age‘s "Hispanic Fact Pack" report.

The report also said that TNS Media Intelligence
cut its 2007 Spanish-language media spending growth projection to 3.7%.
That is still double the 1.7% growth outlook for overall US measured
media spending.

TNS’ figures are for Spanish-language TV, newspapers and
magazines. They do not include English-language media aimed at
bilingual and English-speaking Hispanic Americans.


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Automotive advertising continued to be the biggest category in
Spanish-language advertising, followed by retail and
telecommunications.

Targteting online ads at Hispanic Americans makes sense, since
this group outpaces the general market in areas like instant messaging,
Internet radio consumption and music downloading.

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eMarketer Senior Analyst Debra Aho Williamson has noted that
Hispanic online advertising will increasingly adapt to usage. Ads will
appear on general market sites targeted to Hispanic-American Internet
users. They will also be dynamically generated in the user’s language
of choice, based on his or her past online behavior.

"Behavioral targeting is an exciting way to reach the millions
of Hispanic Internet users who spend significantly more time with
English-language content and thus are difficult to reach on
Spanish-only sites," Ms. Williamson said.

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