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.
Read the rest of this entry »

I came across this spot and I thought it was funny. I mean, there is no real Hispanic insight as I believe the insight is more male-centric than Hispanic based. However, the spot explores the insight from both gender perspectives making it funny to both genders. It connects with both the male target and the female influencer.

I am not sure when it aired as I came across it on youtube recently.

- Written by Miamiadguy

One of the biggest mistakes I find online is advertisers trying to make ad materials work from their traditional marketing campaigns “as is”. As traditional marketers, we tend to want to be synergistic and efficient and economical and many other adjectives. As Hispanic agencies Clients have accustomed us to working magic with the budgets that we get. I’ll never forget when a local Chicken Fast Food Restaurant here in Miami made my agency at the time produce 6 spots for $150k. Somehow, we did a nice job considering the time and budget we had (we called in a lot of favors).

Your OOH (billboard) creative should not become the header to your micro-site. Your TV spot should not become the exact video you use for the intro to your site. Your brochure copy does not become the body copy of your page. Rather, your site should be an extension of the marketing materials you have in the market. It should be a place where consumers can take the knowledge they’ve acquired, through exposure to your message via traditional means, to the next level. A place where they can get the rest of the information they need to make an informed purchase decision. A haven where you can continue your brand relationship with them…long far after the TV media budget has ended.

For this reason, it is a best practice to produce more materials than needed for your traditional marketing. Shoot more footage than needed, negotiate internet rights for photography and talent upfront and create added value for your consumers online. Much like the bonus footage on a new release DVD, it is usually a BIG incentive to buy the movie. The same concept applies to online. It is the reason consumers continue to log onto your page to continue your relationship together. So make it count!

- Written by Miamiadguy

I recently read in Hispanic Market Weekly that the Vidal Partnership was able to convince Home Depot to produce their Hispanic spots in English and Spanish. Although I have not seen the creative I must say…congratulations!

Capitalizing on the fact that Hispanics are increasingly able to afford homes, Home Depot stands poised to cash in big on being prepared (and early to the party). I think it is smart to have created the spots in a culturally significant way rather that being confined to just one language. As I have mentioned in other postings, it is a real shift in thinking to the way Hispanic marketing has been done in the past…defined by one language.

I think it is insightful in this case because the way our homes look/feel are significantly different than most general market homes. Color is one of the things that differentiate us the most. So Hispanics, no matter the language, will have homes that look and feel different. This creative will speak to this insight and make a connection with this consumer that will be memorable.
Read the rest of this entry »

First there was Colombia, then the sequel and now the U.S.? Yes, Ugly Betty has taken the world by storm…even India with their own in-culture version. Even Italy has “Betty la brutta” shown below. The highly rated American version is no exception. With its campy, over-the-top characters and its stark primary color palette Ugly Betty is a runaway hit with Latinos and non-Latinos alike.

I think Mexican icon Salma Hayek has struck gold with this one. Although I agree that it is a bit stereotypical, it does a lot to show the human and compassionate side of our people. It is more than a great advertising buy; it pushes you to want to be a better person. It is well produced, has high production quality, an amazing ensemble cast and writing that has not been seen since Will and Grace. Let’s not forget America who has been an amazing Latina role model in HBO’s “Real Women Have Curves” and in a mainstream family film “Sisterhood of the Traveling Pants”.

Set in NYC, Betty works at a major fashion magazine the likes of Vogue named Mode (EcoModa for your Colombian fans). Her daily encounters with adventure, romance and EXCELLENT one-liners have people making this appointment television.

To reach our largely expanding market, ABC created Hispanic targeted campaigns for Ugly Betty that included Spanish on-air promo spots featuring original music; print, radio, outdoor and in-theater campaigns; and two vehicle campaigns, one featuring customized trucks with rolling billboards, the other comprised of television screens installed in buses that aired the Spanish spots.
Read the rest of this entry »