More NewsHispanic Portals Reach Out to Advertisers

Hispanic Portals Reach Out to Advertisers

Members of the IAB's Hispanic Committee unite to court advertisers looking to reach the nation's largest minority group.

Several top online media portals have teamed to launch a multi-media trade campaign promoting online advertising as a way to reach Hispanic consumers.

Participating media companies, all members of the Interactive Advertising Bureau’s (IAB) Hispanic Committee, include AOL Latino, MSN Latino, Yahoo en Espanol, Terra Networks and Univision.com.

Publicis Groupe agencies Tapestry and Starcom IP will lead the online efforts, providing strategic and tactical contact direction. Lapiz will provide creative services.

Hispanics represent a fast-growing portion of the overall online audience, according to comScore Media Metrix and Nielsen//NetRatings, who both offer Hispanic Web measurement services. In January 2005, comScore reported 13.8 million active U.S. Hispanics online with 24 year-old and younger consumers accounting for 49 percent of the total online audience. Only 30 percent of consumers within the general online population fall into that age group.

Work on the campaign will commence immediately, and is expected to launch with online, print and direct response media in the second half of 2005. Publicis won the account after a formal agency review, and will complete the work on a pro bono basis.

“This project demanded an agency that deeply understands the online marketplace, the nuances of trade marketing and the Hispanic audience,” said Liz Sarachek, chair of the IAB Hispanic Committee’s marketing sub-committee and executive director of sales for Yahoo en Espanol.

The Publicis campaign will complement, but not replace, individual member company efforts in this area, she said.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts