• by Larissa Faw , March 23, 2018

Publicis Media and GlobalWebIndex (GWI) are partnering to develop a new, custom data set that provides deeper insight into Hispanic audiences than GWI previously offered.

The data can be segmented between linguistic preferences to better understand the complexity and nuances of Spanish-speaking Hispanics and bilingual Hispanics. Further segmentation by state and region in the U.S., as well as by country of origin that specific individuals feel most affiliated, will also be explored under this alliance.

“This dynamic audience tends to be more appreciative of and loyal to advertised brands," says Tim Jones, CEO Publicis Media, Americas. "For advertisers seeking new areas of growth, the Hispanic population presents the most scaled opportunity.

"Every advertiser in America should have a clear and representative picture of this audience and its powerful influence.”

This work on multicultural audiences is an expansion of an existing partnership between GWI and Publicis Groupe.

“As part of an internal audit of tools and research data, we saw a great opportunity to collaborate with GWI to expand its multicultural audience sample and scale, as well as media and qualitative cultural insights/data points,” says Jennifer Garcia, senior vice president, multicultural, planning/research, Zenith.

“As a result, we’re able to deepen advertiser, publisher and agency understanding around the online behaviors, cultural preferences and linguistic choices of Hispanic Americans." She adds the custom data set "helps us detail consumer profiles and highlight the cultural nuances of an important and often overlooked population segment.”

Under the deal, Publicis Media clients will have the opportunity to dig deeper into the Hispanic market; the data will be offered as an enhancement to its current services. Refreshed on a frequent basis, data can be trended over time.

Publicis Media will also add pertinent data points specific to markets beyond Hispanic.

Looking ahead, Publicis Media is collaborating with GWI to develop improved multicultural data specifically for African-American and Asian audiences.