Fragmentation and Segmentation of Hispanics Online

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  • + probioticos Probióticos.info 4 months ago
    Portuguese is an ’hispanic' language since this word comes from the Roman root ’Hispania’, which actual Portugal was part of. And that´s because Brasil may be considered part of Hispanic America. The fact that there´s a country called Spain with Spanish language is just another consequence of the common Roman origin.
  • + TRIBE.Presentations TRIBE .Presentations 4 months ago
    Slide 18: PORTUGUESE: 177,500,000??????
    Well, counting 10,000,000, from Portugal mainland, plus near 4,500,000 portuguese spreaded around the world, plus near 200 Million brazilians, plus the other PALOP’s ( Portuguese Speaking Countries) - Angola, Mozambique, Cape Verde, Guinea-Bissau, East-Timor, plus regions of other countries speaking portuguese, like Galicia in Spain, Casamança in Senegal, Goa, Damão and Diu in India, plus a few malaians in Mombaza... sure help Portuguese language to keep it’s place as the 3rd most spoken western language, and at least the 5th most spoken worldwide. Not a bad heritage from the oldest country in the world!
  • + TRIBE.Presentations TRIBE .Presentations 4 months ago
    WTF mix Brazil with Spanish language?
    Brazil near 200 Million people speak PORTUGUESE!
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Fragmentation and Segmentation of Hispanics Online - Presentation Transcript

  1. Fragmentation and Segmentation of U.S. Hispanics Online Florida State University June 18, 2009 Joe Kutchera Director of Spanish-Language Markets ADSDAQ by ContextWeb 212.932.8718 [email_address]
  2. Overview
    • Challenge or Opportunity?
      • Case Study: The Home Depot vs. Best Buy
      • Global or local sites?
    • Global Trends
      • Growth of Spanish-language media online globally
      • What will the Internet look like in 3-5 years?
    • The Solution
      • New Ways to Target (Hispanic) Consumers Online
      • Media Planning Check List
    • Questions
  3. “ They were not customers or even potential customers, because [The Home Depot] did not have stores there and we don’t ship out of the country.” (The Home Depot has 75 stores in Mexico.)
  4. “ We hear employees telling us that people are coming in with printouts from the Spanish web page.” “ We are seeing a lot of traffic coming from Mexico, Venezuela, Spain and Brazil.” “ We are trying some different things that would allow customers who are shopping from outside of the U.S. to make easy payments using international credit cards and then pick up [at Best Buy stores] in the U.S. if they are planning a trip.”
  5. “ A look at the top-50 ostensibly U.S. websites shows that many are getting more traffic from abroad than from the U.S. The New York Times gets 42% of its visitors from abroad, Twitter 51%, YouTube 81% and Facebook 82%.” "The concept of a global centralized buying across media owners is sexy," Blake Chandlee of Facebook said. "But the reality of it is that most of these organizations have channel conflicts and internal feuding."
  6. How do U.S. Hispanics find sites from Mexico, Spain or Argentina? Type Spanish terms into their favorite search engine!
  7. Why are U.S. Hispanics visiting foreign sites? Google's mission is to organize the world's information and make it universally accessible and useful.
  8. Top Indexing Sites for Spanish-Speakers in US
    • Weblogs SL Sites
    • MundoAnuncio
    • Adam4Adam.com
    • MercadoLibre.com
    • ParaChatPro.com
    • Musica.com
    • Grupo Prisa
    • IT&IS Siglo XXI
    • Grupo Salinas
    • El Tiempo
    Site/Network Country of Origin Content Tech/Autos Classifieds Gay Network Shopping Chat Music News/Politics Travel News/Entertainment News Fuente: comScore Media Metrix. Top Indexing Sites among U.S. Hispanics 18+, Dec. 2008
  9. Comparison of Traffic :
      • U.S. Latin Amer. Spain
    • 4,056,000 3,732,000 866,000
    • 1,971,000 8,339,000 4,773,000
    • 1,127,000 3,938,000 364,000
    • 611,000 6,524,000 2,112,000
    Source: ComScore, April/May, 2009
  10. Comparison of Traffic : Source: Alexa, June, 2009
  11. Comparison of Traffic : Source: Alexa, June, 2009
  12.  
  13. Returning…..to the Past?
  14. Returning…..to the Past?
  15. Returning…..to the Past?
  16. Global Trends
  17. The 10 Most Used Languages on the Internet Millions of Users Online Source: Internet World Stats – www.internetworldstats.com/stats7.htm 1. English 430.8 2. Mandarin 276.2 3. Spanish 124.7 4. Japanese 94.0 5. French 68.2 6. German 61.2 7. Arab 59.9 8. Portuguese 58.2 9. Korean 34.8 10. Italian 34.7
  18. Top Natively Spoken Languages in the World
    • Mandarin: 873,000,000
    • Hindi: 366,000,000
    • Spanish: 322,300,000
    • English: 309,350,000
    • Arab: 206,000,000
    • Portuguese: 177,500,000
    • Bengali: 171,000,000
    • Russian: 145,000,000
    • Japanese: 122,400,000
    • German: 95,400,000
    Source: Wikipedia, 2009
  19. Where Are Computer Prices Going ?
  20. Comparison of Spanish-language Markets
    • Population Internet Users (ComScore)
    • 110,000,000 24,822,979
    • 45,500,000 24,600,000
    • 46,000,000 18,456,000
    • 40,000,000 10,158,000
    • 45,000,000 7,714,000
    • 17,000,000 5,975,000
    Sources: Wikipedia ; ComScore, March, 2009
  21. Solutions to Effectively Target U.S. Hispanics Online
  22. Media Planning: Vertical? Or Horizontal? Magazines Television Newspapers Country City State By Language, Content or Interest By Profession or Company Name
  23. New Ways to Target (Hispanics) Online
    • Geo-targeting: Country, State and DMA
    • Behavioral Targeting
      • BDM: Business Decision Maker
      • Family planner
    • Contextual Targeting
      • Autos
      • Entertainment
      • Sports
  24. How does Contextual Targeting Work? The technology reads the content on page Ad Space Matches it with content category and client ads Contextual ad placement
  25. New Ways to Target (Hispanics) Online
    • Search / Keywords
      • Search engines
      • Content pages
    • Profession / Company
    • Creative re-targeting
      • Follow-up offers
    • Language-Based Behavioral Targeting
    • Country-of-origin targeting
  26. How does Language/Behavioral Targeting work? Potential customer visits 5+ Spanish-language content pages Cookie is dropped on user’s computer Customer visits an English-language page and is then identified as bi-lignual Your ad is shown. Customer clicks. Your target audience then clicks thru to your site 1 2 3 Ad Space Ad Space
  27. Country-of-origin Targeting
  28. Media Planning Check List
    • Are you asking for U.S.-only impressions?
    • What research and tools will you use to plan and track your online media campaigns?
      • What sites are your target audience visiting?
    • Which targeting best suites your needs?
      • What can you learn from each type?
    • Can you encourage foreign visitors to buy online and pick up in-store like Best Buy?
  29. Thank You! Joe Kutchera Director of Spanish-Language Markets ADSDAQ by ContextWeb 212.932.8718 [email_address]

+ dotGlobaldotGlobal, 4 months ago

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