IAB Latino Lunch, October 6, 2010


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IAB Latino Lunch, October 6, 2010

  1. 1. with case studies and insights from:
  2. 2. Engaging Hispanic Consumers on Digital Platforms
  3. 3. Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Leaders in marketing to Latinos online </li></ul><ul><ul><li>Best Buy </li></ul></ul><ul><ul><li>American Family Insurance </li></ul></ul><ul><ul><li>Babycenter en español (Johnson & Johnson) </li></ul></ul><ul><li>Your questions </li></ul>
  4. 4. Market Opportunity U.S. Latinos Online: a driving force Download at: www.IAB.net/us_latinos
  5. 5. Market Opportunity: Hispanics Online <ul><li>30 million or 60%, online at least once a month (eMarketer) </li></ul><ul><li>2014, 39.2 million or 70% </li></ul><ul><li>54% are Spanish-dominant or bi-cultural (AOL Hispanic) </li></ul><ul><li>61% said “When I need information the first place I look is the Internet” ( Simmons NCS/NHCS) </li></ul><ul><li>41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer) </li></ul>
  6. 6. Market Opportunity: Hispanics Online <ul><li>61% made a purchase online; Average spend of $746 (Scarborough) </li></ul><ul><li>17.2% of Hispanic females plan to increase online spending (BIGresearch/Televisa) </li></ul><ul><li>78% penetration rate of wireless services among Hispanic teens (ANA/Dieste) </li></ul><ul><li>48% of Hispanics text message (Scarborough) </li></ul>
  7. 7. Consumer Profiles
  8. 8. Madeline and Ricardo
  9. 9. Elizabeth
  10. 10. Mike and Monica Melone
  11. 11. Alfonso: $40 Billion spent in U.S.
  12. 12. Engaging Hispanic Consumers Online Q&A with Ana Grace, Jose Rivera, and Jon Stross
  13. 13. Best Buy en español
  14. 14. International Splash Page: Best Buy
  15. 16. XBOX Laptop Cameras Thanksgiving Buy Online Deal of the Day Three Kings Promotional Holiday Banners
  16. 19. AmFamLatino.com
  17. 20. AmFamLatino.com: Interactive Home
  18. 21. AmFamLatino.com: Interactive Home
  19. 22. Facebook: Geo-targeting by agent
  20. 23. Distribution to MSN
  21. 24. Mobile Applications
  22. 25. Targeting Latina Moms: Maria “ I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”
  23. 26. BabyCenter En Español, México and España
  24. 27. BabyCenter.com – Hispanic Families
  25. 28. Latino Link: Building brands online with Hispanic communities and content Buy Latino Link on Amazon here: amzn.to/LatinoLink Download a sample chapter at: JoeKutchera.com/LatinoLink