If the first panel in the Hispanic Digital Marketing track was all about exposing the opportunity at a high level, the second was about ways to tactically reach Hispanics online.
Marla Skiko, SMG Multicultural's SVP and Director of Digital Innovation, moderated a panel of experts who floated some interesting ideas for targeting and segmenting Hispanics online through the use of different types of interactive tools. Skiko showed that context can be important in a Hispanic media buy, but that U.S. Hispanics also use the web in a way that mirrors the general market. With the digital media buying industry moving toward "buying only the impressions that matter," she argued that data and tools were necessary in order to reach online Hispanics efficiently and effectively.
Exelate Chief Revenue Officer Mark Zagorski described his company's offering as way to enable reaching Hispanics outside of the obvious places, in a way that "does not use context as a proxy for character." He outlined a way to target Hispanics by tagging them with cookies on sites that might identify them as Hispanic, and then retargeting that audience across the web. Refinements of that audience can happen over time, he said, by observing behavior and bucketing Spanish speakers by behavior. He pointed out that out-of-context ads are more cost effective and that efficiencies can be brought to scale by investing in targeting audiences rather than contextual environments.
Fernando Rodriguez, Terra Networks USA chief executive, shared a case study from Ford in which Terra partnered with the car manufacturer on a music festival. This integrated promotion utilized radio, print, street teams and other offline vehicles in addition to social media, search and display and more in the digital channel. Content was allowed to travel not just on Terra, but in other channels as well, and enthusiasts submitted 800 user-created videos to YouTube, based on the content from the festival. This multichannel promotion showcased a more emotional and cultural connection with the Ford brand, a notion that Rodriguez pointed out is very important in Hispanic marketing.
Jeff Hirsch, Audience Science's CEO also stressed the importance of a cultural connection, showing how Audience Science can enable those connections through its network, its data tools and assets. The key to creating scale outside of contextual environments, he said, was to use a healthy mix of audience targeting and channel targeting. Audience Science can target Hispanics in several different ways, overlaying multiple targeting and segmentation filters to reach Hispanic audiences in specific geographies, with specific language preferences and demographics, or even with interests in popular product categories like automotive or entertainment.
Colleen Aranda of Continental Airlines shared a case study from her company, concerning a marketing effort aimed at people who travel to Latin America to visit friends and family. A series of ads asked consumers to submit videos explaining why they wanted to return home and what they were most looking forward to doing. An SMS sub-effort drove visitors to Continental's Spanish-language WAP site, and the entire effort was supported in multiple media, including TV and radio. Over 18,000 sample videos were viewed to completion as the result of interacting with rich media banners. Click-through from SMS messages to the WAP site was over 20 percent. Despite the obvious extensive production resources expended, Aranda said the entire program was ROI-positive with respect to ticket sales.
One common issue with Hispanic marketing in digital is the ability to scale reach against the target audience. Some of the tools highlighted in today's panel are bringing that scale today.