We recently brought together a panel of experts at our Global Adtech Media Event and asked them about their experiences connecting with and engaging the U.S. Hispanic market. Below we’ve shared a few highlights from the discussion:
According to the 2020 U.S. Census, over 62.3 million Hispanics live in the U.S. and they represent 19% of the population. The scale of this demographic makes it imperative for successful marketers to understand the diversity and nuance of this audience.
Successful campaign planning requires marketers to account for things like generational, regional, and acculturation differences. “What stands out to me is the global scale of this particular audience. It would be the third highest growth rate globally as an economy,” said LATV’s Andres Palencia of the U.S. Hispanic market.
In addition to size, the influence the Hispanic market has both within their own culture and across other cultures is important for marketers to understand. When you look at pop culture, for example, their influence can be seen in a variety of ways. “Understanding the impact and influence that people of color – Hispanic, African-American, Asian – have within their communities and outside of them is really huge,” said Vanessa Vining of Hearts & Sciences.
But, the current market investment doesn’t always reflect the scale and influence of this audience. “When you look at the overall spend that is geared towards the general market, the media spend geared towards the Hispanic market is very small in comparison,” said Elvin Fernandez of Canela Media.