Do your advertisers want to focus on specific demographics with campaigns? It’s often a good approach and allows for personalization. Many local businesses target Hispanic audiences, as they are a growing part of the U.S. population. So, what are the best practices for crafting these ads?
We’ve got insights and best practices for you to review.
Hispanic Population Insights
First, it’s good to set out some general insights when targeting Hispanic audiences. According to U.S. Census data, Hispanics represent 19.1% of the population, up from 13% in 2000. The group accounted for 54% of population growth. Projections state that the segment will grow to 28% by 2060.
Their spending has also risen as they’ve become a more significant part of the population. Hispanic buying power will hit $2.6 trillion by 2025, and the increase is 50% greater than for white households.
Some other things to keep in mind when appealing to Hispanics:
- 26% of Latino households are multigenerational.
- The number of U.S. Hispanics identifying as multicultural has increased by 5 million from 2010 to 2022.
- 45% of U.S. Hispanic adults ages 25 and older had at least some college experience in 2022, up from 36% in 2010.
- 51% of Hispanic households have an income of $60,000 or more.
Spanish, English or Spanglish?
Many Hispanics are bilingual; 72% of Latinos speak English proficiently, and 68% speak Spanish at home. Of all Latinos in the U.S., 75% speak Spanish, but not all in this demographic do or are proficient. In addition, 63% report using Spanglish.
In looking at content consumption and language choices, the majority view or listen to Spanish and English equally. Spanish-only has the lowest percentage.
Image: Insider Intelligence
Depending on your customer’s knowledge of their customers or if they are a Hispanic brand, you should discuss when to use English, Spanish or even Spanglish in creative.
As you can see, Hispanics are a desirable demographic to target. So, what ad types are the best to reach them?
What Digital Ad Types Are Best for Targeting Hispanic Populations?
As with any set of consumers, some media preferences describe an entire population generally. Here are some data points to consider when building campaigns for local advertisers to target Hispanics.
Programmatic digital advertising will always be a good tactic for any segment, with performance subject to targeting and ad creative. Regarding other options, research clarifies where Hispanic audiences spend their time.
Social Media
Hispanics ages 18 to 34 spend the most time on Instagram, Facebook Messenger and Snapchat. For all adults, Facebook Messenger is the top, with Instagram second. Another niche social network they like is Pinterest, with 25% visiting it.
OTT/CTV
Streaming TV represents 43% of Hispanics’ total TV viewing, compared to 35% for the general population. More than 80% of U.S. Hispanics subscribe to common CTV platforms like Netflix, and 76% watch free streaming services. Thus, OTT/CTV ads are a great option for targeting Hispanics.
SEM
When it comes to searching, Hispanics overwhelmingly prefer Google, with 62% using it. Next is Yahoo, and Bing only captures around 8%. For SEM (search engine marketing) campaigns, Google should be the primary channel.
Once you define the best digital ad options, you’ll want to discuss what this audience wants from ad content.
What Do Hispanic Audiences Want from Ad Content?
As with any group, Hispanics want representation. A poll revealed that 41% feel this isn’t being met. When ad content features people they can identify with, it impacts buying decisions. In fact, 55% of Hispanics said they are more likely to buy from brands that have ad content reflecting them.
Another critical thing to consider is all the subcategories of Hispanics. Most U.S. Hispanics prefer to use their country of origin to describe themselves. There are big and small differences between these. Depending on the population concentrations in your market, content should address this to ensure it really speaks to them.
There is also the Hispanic vs. Latino debate. In most contexts, a Hispanic designation relates to a person with a Spanish-speaking country of origin or ancestry. Latino typically describes only those in Latin America. Some use them interchangeably, but others have specific preferences.
Some other tips for ad content that will resonate include:
- Choosing images and videos that represent a variety of Hispanics
- Adding Hispanic cultural words and imagery
- Integrating Spanish words and phrases
- Avoiding racial or ethnic stereotypes
The final part of setting up a campaign for success is how to define your targeting criteria.
Key Targeting Criteria for Reaching Hispanics
Beyond the general demographics, you can focus on other attributes and interests, including:
- Targeting only Spanish speakers
- Choosing people and locality interests of Ethnic & Identity Groups and Latin America
- Selecting interest categories like apparel and beauty, fantasy sports, comics, parenting/family advice, horoscopes/astrology, wedding planning, legal advice, homework help and education planning, soccer/fútbol, career development, and gift registries
- Choosing interest sections related to events, such as the Billboard Latin Grammy Awards, soccer games or Cinco de Mayo
Targeting Hispanic Audiences: Know and Represent Them
Creating successful ads focused on Hispanic audiences requires knowing them and representing them. With this data and information, you can help your advertisers develop messaging that will find and engage these consumers.
We’ll continue to cover the Hispanic population and others with content about supporting your clients with this type of segmented advertising. Learn more about targeting in these posts:
Advanced Audience Targeting 101
CTV Ad Options: Blends and Improved Targeting
