More marketers are focusing on the U.S. Hispanic market, while Hispanic audiences are increasingly embracing digital media. Media companies are launching new advertising products to keep pace with
these rapid changes. As such, a new online advertising platform by Hispanic On Demand that combines a DSP, premium ad exchange and media planning tools has debuted.
The Hispanic on
Demand platform is intended to provide optimized planning, targeting, purchasing and management for digital ad campaigns targeting U.S. Hispanics, including the ability to reach specific segments
within the burgeoning, diverse U.S. Hispanic population. The launch includes Hispanic Premium Exchange (HPX), which allows advertisers to narrow targeting based on gender, age and other demographics,
as well as select specific Web site placements, and a Media Planning Tool which suggests rates based on specific audience criteria.
The new generation of targeting tools for Hispanic
audiences reflects a growing awareness among advertisers of distinct subgroups and media consumption patterns within the U.S. Hispanic population.
Earlier this month, Pulpo Media, a
cross-platform digital media network targeting Hispanic audiences, unveiled a new acculturation model that combines online and offline data to create more targeted segments within the overall U.S.
The model combines data from the U.S. Census with proprietary first- and third-party data, including country of birth, parent’s country of birth, age of immigration,
number of years spent in the U.S., language preference at home, and English proficiency, and analyzes the data to create segments that can be targeted down to the ZIP code level. The model is based on
individual rather than household data, allowing for greater specificity in acculturation measures. Pulpo is incorporating the model into its Ocean Platform and Planner Product, due out this summer.
In 2011, Marketing Research Services Inc. unveiled an acculturation model for the Hispanic population that incorporates attitudinal and behavioral dimensions. It also takes into account
how long the individual has lived in the United States, their age when they moved here, the size of the Hispanic population where they live and work, and their degree of access to Spanish-language
media, among other things.