• by Paul Gough , January 14, 2004

Online Hispanic publishers have joined forces with the Interactive Advertising Bureau to create the IAB Hispanic Committee.

The goal of the group is to educate advertisers and agencies on using online advertising to reach the Hispanic community. Hispanics are increasingly going online and have very desirable demographics: They spend more time and view more pages than the general online population, according to research conducted for the IAB Hispanic Committee.

That research, "Reach U.S. Hispanics Through Online Marketing," is going to be presented to agencies, advertisers and marketers. It covers research, case studies and demographics on the Hispanic market. You can view it here.

"The formation of this committee will go a long way towards illustrating and communicating to marketers that they can increase their return on advertising dollars simply by developing a thoughtful and entertaining marketing message delivered through an integrated media strategy that includes interactive," said Hector Orcí, Co-Chair/CEO, La Agencia de Orcí & Asociados.

Peter Blacker, vice president of International and U.S. Hispanic Interactive Marketing for American Online, is the chairman. Members include: Dave Williams, 360i, Borja Perez, AOL Latino, Richard Israel, comScore Networks, Matthew Pasternak, Insight Express, Mary Zerafa, La Opinión Digital, Soizic Sacrez, La Opinión Digital, Aida Pacheco, MSN Latino, Ann Sestero, MSN Latino, Jackie O'Brien, MSN Latino, Michael Iantosca, MSN Latino, Tania Garcia, MSN Latino, Manish Bhatia, Nielsen//Net Ratings, Harry Neuhaus, StarMedia, Craig Stanford, Terra Lycos, Michelle Azan, Terra Lycos, Julio Rodriguez, Terra Lycos, Ceril Shagrin, Univision, Dan Murphy, Univision, Louis Romero, Univsion, Jorge Conseugra, Yahoo! en español and Liz Sarachek, Yahoo! en español.

-- Paul J. Gough