With brands executing more and more Hispanic content marketing campaigns, it is imperative to get qualified eyeballs on that branded content. Savvy content marketers employ a variety of digital tactics to promote their content including organic search, paid search, social media, influencer marketing and more recently native advertising. For the sake of this post, native advertising refers to paid distribution of content via native advertising networks such as Outbrain, Taboola, Nativo and Yahoo! Stream Ads.
You should know this by now, but it’s worth repeating: To grow, brands must win with U.S. Hispanics. According to research from our recent white paper, there are 54 million Hispanics in the U.S. who control $1.5 trillion in buying power and the place to reach them is digital. Today, there are 41 million U.S. Hispanics online, and an additional 1 million will come online this year. Digital Hispanics are highly engaged and over-indexing in their usage of social media, online video and mobile. What’s more, they are 200% more receptive to online advertising and more likely to consume and share content that resonates with them.
Enter native advertising.
Here are four compelling reasons to target Hispanics with native advertising:
1. The Hispanic Online Content Gap
Relative to the U.S. general market, there is less digital content out there for U.S. Hispanics. Nielsen reports that 62% of Hispanic women wish for more content written for “Latinas like me” and 56% wish there was more online content in Spanish. As a result, brands that develop and distribute high-quality content that resonates with online Hispanics will be rewarded by strong engagement that in turn, can drive business objectives.
2. Native Advertising Runs on Trusted Hispanic Sites
Trusted Hispanic publishers from Univision, CNN en Español, People en Español, La Opinion and others run native advertising on their websites. This creates a great opportunity for brands to distribute their content to Hispanics in a trusted and relevant environment. Consumers are more likely to engage with content within these environments which in turn drives credibility and engagement for brands.
3. Hispanic Digital Publishers Aggressively Use Native Advertising
Take a look at the native advertising on any Hispanic website and you will notice that the primary advertisers are Hispanic websites themselves. In essence, Hispanic publishers are arbitraging web traffic by purchasing relatively cost effective traffic from each other via native advertising and then reselling that traffic to brands via premium priced inventory and sponsorships. This is a clear opportunity for brands to buy the cost effective traffic themselves via native advertising and drive users to brand content directly.
4. Native Advertising Works
Native advertising is booming. According to data from BI Intelligence, spending on native advertising grew from $4.7 billion to $7.9 billion in the last year and will skyrocket to $21 billion in 2018. Marketers are investing billions in native because it works. Mark Hoelzel from Business Insider sums it up nicely: “By creating advertisements that are in the same format as the content audiences are there to consume, marketers hope to provide a much less disruptive advertising experience.” In addition, native ads are typically priced on a cost per click basis and according to Mark, “Native ads have also proven effective, drawing higher click rates than traditional banner ads, particularly on mobile devices.”
If you are looking to grow your business, targeting online Hispanics is critical. To connect with this critical segment, you should develop high-quality content and get it in front of them via native advertising.