Recently, a 30-second AT&T television ad, "Vivir Sin Compromisos," caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company's cellular service.

If by "clubbing" you think I refer to a Friday evening trendsetter or Saturday midnight music lover, actually I was referring to that apple of the CPG manufacturers' eye, Hispanic shoppers. That is, the regular weekend Latino customers at Sam's Club, Costco Wholesale, BJ's Wholesale Club, and other shopper club stores across America.

This time of year is particularly exciting for me as I get to work on my true passion: developing Hispanic digital strategies for our clients. As we wrap up 2015 planning, five key themes have emerged that I expect to come to life in the Hispanic online market next year.

Most marketers are behind when it comes to investing in the Hispanic market. Of the $171 billion spent on paid media in 2013 (according to eMarketer), Hispanic media spending totaled just $8.3 billion (according to Kantar and Advertising Age). Hispanic media spending represents less than 5% of total paid media spending, while Hispanics represent 17.1% of the U.S. population. While paid media doesn't capture the entirety of marketing activity targeted to Hispanics, it provides a good barometer.