Hispanic Ad Network Adds Reach and Targeting Tech

It’s been 18 months since Batanga Media, a Florida-based Hispanic media company, acquired ad network Hispanoclick. Now it’s seeking to grow the offering, adding new Spanish language publishers and incorporating targeting methods it didn’t previously offer. With the changes it’s embracing a new name as well, calling the product Batanga Network.

P&G, Sears, and Hotels.com are among the major brands to have bought U.S. Hispanics through Batanga’s ad network. Its biggest vertical is telecoms. CEO Rafael Urbina said Sprint, Verizon and AT&T are among the carriers that have run Spanish language campaigns, and those campaigns have tended to be performance-driven — in other words, Spanish language ads pointing to Spanish language landing pages.

Batanga Network reached approximately 15.2 million U.S. users in July, according to ComScore. Assuming those individuals are all U.S. Hispanics, that means the network reaches approximately 70 percent of the estimated 21.7 million U.S. Hispanic users who are online, according to the Pew Hispanic Center.

All properties in Batanga Network — sites like Clarin.com, Gol.com, Marca.com, Gusanito.com, and HoyMujer.com — are what Batanga describes as “in-language or in-culture.”

Other ad networks and media companies offering are Consorte Media, Hola Network, Advertising.com and Yahoo en Espanol. The latter two create Hispanic segments from their broad reach in the U.S. market.

Urbina acknowledged Batanga is playing catch-up with the addition of behavioral, contextual and other targeting methods to its ad network.

“We’re bringing the network on par with what is available in the general market in terms of targeting capabilities,” he said.

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