Targeting Solutions for Reaching Hispanics Online Hispanic Digital & Print Conference

Panelists Marla Skiko John Santiago Stewart Severino

Targeting Hispanics Online Marla Skiko: AllState John Santiago: HBO Stewart Severino: Guerrero Tortillas Your Questions

Marla Skiko: AllState

John Santiago: HBO

Stewart Severino: Guerrero Tortillas

Your Questions

Targeting Hispanics Online IP or Geo-targeting Behavioral Contextual Re-targeting Profession or Company Country-of-origin targeting

IP or Geo-targeting

Behavioral

Contextual

Re-targeting

Profession or Company

Country-of-origin targeting

Hispanic Online Targeting Case Study September 24, 2009

Allstate’s Target and Message Hispanic Adults 25-49 Partially Acculturated Insurance shopping mindset

Vendor Partners Contextually Relevant Sites Ad Networks (Targeted Content) (Targeted Portals) (Destination Sites)

Mapping the Hispanic Online Path Sites Ad Networks Contextual Sites Single site/portal, one behavioral profile Multiple sites, one behavioral profile i.e. Univision, MSN Latino i.e. Context Web, Specific Media Channels Cooking Novelas Personal Finance Insurance Related Auto Content Sports Destination Sites i.e. Myspace, Yahoo! Single site/portal, multiple interests Finance Content Auto Content Health Content Music Hispanic Online Behavior Key

Allstate Targeting Funnel Demographic Contextual Behavioral Retargeting Target in market auto insurance shoppers and auto owners based on their online journey Reach them within relevant finance, insurance, and automotive related content Guide those who have seen Allstate ads before or have visited Miallstate.com across their online journey, leading them to the quoting point Reach Hispanics in their language and within their cultural preference General Population Hispanics 25-54

September 24, 2009 Stewart Severino Director of Interactive

How will web analytics change the way my site looks today? Where is my traffic coming from? Does the click-thru behavior differ from referrer to referrer? What can I learn from each referrers behavior? If the latter is true, should I consider brand placement in the social media space? Should my content be specific to the segments I have identified on my site

Where is my traffic coming from?

Does the click-thru behavior differ from referrer to referrer?

What can I learn from each referrers behavior?

If the latter is true, should I consider brand placement in the social media space?

Should my content be specific to the segments I have identified on my site

Targeting Un-Acculturated and Bi-Cultural Moms 25-47

English or Spanish? 60% of the total users arriving to site chose to toggle to the Spanish language option English is the default language upon arriving to the site

60% of the total users arriving to site chose to toggle to the Spanish language option

English is the default language upon arriving to the site

What’s Interesting Is… Most searches are conducted in the search engines English version and with English key terms. 15% of users came from Google English <1% of users came from Google Spanish 5% of users came from Yahoo! English <1% of users came from Yahoo! Espanol Top keywords used: (all in English) Tortilla recipes Mexican food recipes Quesadilla recipes Mexican recipes

Most searches are conducted in the search engines English version and with English key terms.

15% of users came from Google English

<1% of users came from Google Spanish

5% of users came from Yahoo! English

<1% of users came from Yahoo! Espanol

Top keywords used: (all in English)

Tortilla recipes

Mexican food recipes

Quesadilla recipes

Mexican recipes

Continue to Evolve Use your analytics tools to keep your site fresh and useful to your visitors Ask questions of your analysts TEST TEST TEST!

Use your analytics tools to keep your site fresh and useful to your visitors

Ask questions of your analysts

TEST TEST TEST!

Questions for Our Panelists Marla Skiko John Santiago Stewart Severino