Hispanics want ads that not only speak to them, but also speak to their diverse communities
What if we told you that half of a huge audience you're trying to reach doesn't like your ads? Sounds like a major waste of dinero, doesn't it?
According to new research from Yahoo! Insights, 56% of first-generation Hispanics and 49% of second-generation Hispanics feel that the ads they see don't target them effectively. In any language, that translates to a U.S. population of more than 48 million people and $1 trillion in spending power to which your marketing is missing the mark.
The research also found that ads would be much improved if they reflected the diversity that Hispanics see in the world around them, as the graphic below illustrates:
However, first- and second-generation Hispanics approach diversity differently. While 78% of first-generation Hispanics appreciated ads in Spanish, only 40% of second-generation Hispanics felt the same way.
Further cementing the differences between the generations is the way Hispanics view brand spokespersons. While all the respondents surveyed identified the importance of having an authentic, ethnic spokesperson, only first-generation Hispanics felt that current spokespersons are true ambassadors for their ethnicity.
Download the "Marketing to Hispanics" PowerPoint deck and read what others are saying about this Yahoo! Insights research:
- "New Generations of Hispanics Reshaping Ad Preferences"
- "How to Reach Fast-Growing Hispanic Audience"
See also: "Infographic: Targeting Hispanics." You can also view the free Yahoo! Insights "Ethnodynamics" webinar here.
-- The Team