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From AHAA Conference: Google Enters Market and Social Networking Is Hot Topic

By Laurel Wentz

CHICAGO (AdAge.com) — The fast-growing audience of online Hispanics — and how to market to them — was the hot topic at the spring conference of the Association of Hispanic Advertising Agencies last week.

The number of Hispanics using broadband at home grew from 40% of online Hispanics to 61% last year, while their use of social network sites soared by more than 200%, researcher Tamara Barber from Forrester Research told the 500 people who attended the AHAA conference April 26-27.

Minutes online, page views
Last year, the total number of Hispanics online grew by 11% to 16.3 million, while the total number of minutes they spent online per month grew by 34% and total page views by 49%, said another panelist, Jack Flanagan, exec VP of ComScore Media Metrix.

And Google has finally discovered the U.S. Hispanic market. Sarah Carberry, a conference panelist and Google’s senior account executive-consumer packaged goods, now works part time on multicultural efforts and will become the company’s first multicultural manager later this year.

Ms. Carberry, who is Cuban-American, described a campaign supermarket chain Albertson’s did with Google for products for quinceañeras, the party traditionally held for a Hispanic girl when she turns 15. The campaign used keyword targeting and display ads to draw families planning quinceañeras to Albertson’s bakery, paper products and flower departments in heavily-Hispanic areas.

“We test both languages [Spanish and English], and we’re also testing Spanglish,” she said.
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