Secrets of Spanish Language Advertising 2.0: An Opportunity for Today's Marketers

With the everevolving media and economic landscape we wanted to take another look at Spanishlanguage advertising ROI and see how it39s evolved We once again worked with Nielsen to perform the largest ROI metaanalysis across their Marketing Mix and Multitouch Attribution databases to investigate drivers of higher ROI across Spanishlanguage advertising campaignsWhile this research was initiated months ago well before the COVID19 crisis was in our collective consciousness and greatly impacting our lives and businesses the data and insights reflected are particularly relevant as brands contemplate efficient and effective paths to growth in the postpandemic worldLet39s review the key learnings for brands as they plan future investmentsROI 20 Bigger and BolderWe start with some excellent news Every Spanish language media dollar marketers spend today is worth even more than it was yesterday and this is because Spanishlanguage TV ROI has increased steadily by 40 from 2017 to 2020So why has ROI increased so much over this short amount of time It39s because successful brands have focused on the following 1 Investing beyond an occasional campaign to build trust 2 Developing curated content 3 Having culturally relevant messaging that resonates with Hispanic culture and 4 Executing campaigns with consistent frequency Brands that invest to engage the Latinx population see greater returns as they scale up marketing dollars In fact we see that brands investing over 1 million are seeing even higher returnsCommit to Your InvestmentTo reach and capture a Hispanic audience marketers must focus on more than a dollar investment amp8211 they need to invest time and patienceBut first you have to know where to invest and if you look at the numbers TV is the clear frontrunner Among Hispanics 18 television reaches 89 of the population on a weekly basis and accounts for the most amount of viewing time across media types followed by digital platforms Spanishlanguage programs are critical to reaching Hispanics and Univision has six out of the top 10 programs among Spanish speaking Hispanics and seven of the top 10 among Bilingual Hispanic viewersBrands trying to break through to Hispanic consumers should be consistently reaching this audience on a weekly basis and at the right frequency to drive interest and action Brands that can reach Hispanic audiences for more than 20 weeks per year deliver an ROI 2X higher than brands without this consistencyCreate Trust with Content ampamp LanguageUS Hispanic consumers want to connect with brands that embrace their culture and values The easiest way for marketers to reach these consumers is to speak their language These themes are echoed in a previous NielsenUnivisionStarcom study on the quotBilingual Brainquot which found that Spanish ads drove emotional engagement and memory activation more successfully than their English counterparts among Hispanic bilingual millennialsWith 75 of Hispanic households speaking Spanish at home language is central as a cultural connector Across platforms the sales lift on Hispanics is 1020 greater from Spanishlanguage advertising vs English language On top of that serving a Spanishlanguage online video ad in Spanish context is 80 more effective than placing the same content in an Englishnative online video environment like YouTubeAnd TV isn39t the only option in a marketer39s arsenal to reach this demographic Hispanic audiences are quickly diversifying as the demographic grows With digital investments making up more than 50 of US ad spend marketers too have an opportunity to further tailor content to more targeted audiences online In fact the ROI for Spanishlanguage mobile campaigns is 7 higher than the mobile averageUsing SpanishLanguage TV is quotAddressablequot at ScaleWhen you hear addressability you probably think of DMP SSP DSP and all those targeting acronyms in the modern ad tech landscape But put simply addressability is the ability for advertisers to reach a specific group of consumers with tailored messaging With the Hispanic community so engaged on Spanishlanguage TV advertising on that channel is enabling marketers to accomplish their objectives while ultimately unlocking addressable at scale In other words to quote Matt Krepsik from Nielsen Spanishlanguage advertising is the quotOG of Addressabilityquot And Hispanic audiences are primed for curated messaging and datadriven marketing When addressable tactics are applied to Spanishlanguage audiences ROI improves by an additional 15xTo wrap it up I39ll further emphasize that as the Hispanic community continues to grow and become an even more powerful influence on consumer trends marketers have an unprecedented opportunity to design a strategy that reaches resonates and captures Hispanics39 loyaltyFor marketers who want to be on the front lines of securing the enormous purchasing power of the Hispanic community there is a lot of work to do But as you just learned the numbers say it will be well worth itUnivision is here to help you on your journey with Univision Brand Labs available through your sales representative to help you tap into the power of Hispanic consumers Please visit UnivisionnetBrandLabs for more information on how we39ve helped brands growClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Secrets of Spanish Language Advertising 2.0: An Opportunity for Today's Marketers

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Roberto Ruiz

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Secrets of Spanish Language Advertising 2.0: An Opportunity for Today's Marketers

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