This document discusses strategies for marketing to Hispanic youth in the US. It notes that Hispanic youth represent 20% of the US teen population and have $25 billion in annual purchasing power. Many are US-born and connected digitally. Effective strategies include using social media, targeting multiple platforms like TV and online, and testing emerging media. Case studies show leveraging their interests in social networking, music and their preferred devices. A new approach is needed that considers their language preferences, digital habits and unique insights.

1. 13th Annual Hispanic Marketing Midwest
Conference
Hispanic Youth Advertising

2. the hispanic youth market:
the numbers

3. Back to the future
By 2050, 1 in 3 adults will be Latino by 2050
What does this tell us?
Source: US Census Bureau

4. The future is now
There are a lot of young Hispanics either in the
U.S. right now or that will migrate here in the
coming decades
Hispanic youth represent 20% of the total U.S.
teen population

5. Some numbers
• More than 1/3 of all U.S. Hispanics are 18 or
younger (half are under 26)
• 80% of Hispanic youth are US-born
• Over 50% of Hispanic youth live in CA or TX
Source: Center for Reproductive Health Research and Policy, Department of
Obstetrics, Gynecology and Reproductive Sciences / The Institute for Health Policy Studies, UCSF

6. They spend a lot
purchasing power of $25 billion dollars per year
Source: HispanicMPR.com, 2006

7. The population is “a changin”

8. What will the youth market look like?
In 10 years, 62% of all teens will be Hispanic

9. Let’s meet this new market force

10. “The 40% Perception”
• They are feeling their influence growing.
• When asked what percentage of the U.S. they
believe is Hispanic, the average of all response
was 40% (the actual Census figure is 15%)
• 49% believe they are the group with “the
greatest influence on trends” in the United
States.
Source: The Intelligence Group, 2008 Latino Lifestyle Study

11. Latinas Rising
• In a departure from previous generations, young
Latinas are feeling empowered and excited
about the independence and choices they have
• For example, among young Latinos, only 32%
would aspire to be a stay-at-home parent, vs
42% of non-Latinos.
Source: The Intelligence Group, 2008 Latino Lifestyle Study

12. Cautious Optimism
• Young Latinos are largely optimistic and social
• They are more likely to say they are “happy”
compared to non-Latinos (63% vs. 53%)
• They are twice as likely as non-Hispanics to
prefer a “large group of friends” versus a “few
close friends.”
Source: The Intelligence Group, 2008 Latino Lifestyle Study

13. The “New Generation Latino”
New Generation Latinos (NGL’S)
• Predominantly U.S.-born (2nd & 3rd generation)
• Bilingual/Bicultural
• Consume mostly English-language media and select in-culture
channels
• Fall within 12-34 media “sweet spot”
13

14. What they’re about…
• Lifestyle Activators: Music, Food, Entertainment,
Literature and Travel
• Extroverted, outgoing and outspoken
• “WIRED!”
• Trendsetters
• Choose brands based on who they’re with and
where they are

15. What they’re about…
• Value looking good and are looking to feel good
• Defined by “culture” not exclusively by language
•
• Tremendous Latin Pride and desire to express it
• Value connection, community and relatedness with
others like them
• Online social networking is a start point for
social interaction, not the end result.

16. Language
• They are language-neutral
• They are very bilingual, going in and out of
languages all the time
• As kids, they grew up speaking Spanish at home
but they were educated in English
• Most cannot write or read Spanish

17. What are they watching…
or downloading, or connecting with, or
texting……

18. Top 3 Media Consumed
• Internet
• TV
• Radio

19. Social Networking
• There is no digital divide for this generation
• 88% of young Latinos report having a MySpace
or Facebook profile, actually higher than non-
Latinos (87%).
Source: The Intelligence Group, 2008 Latino Lifestyle Study

20. Television
• Hispanic youth watch TV
– 12-25 group spend 7.3 hrs / week watching TV
– 25-34 group spend 8.3 hrs / week watching TV
• Younger Hispanic Internet users (ages 12 to 34)
spent more time online per week than they did
watching TV
Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”

21. Radio
• Radio Reach among Hispanic Youth
– Teens: 96%
– 18-24: 95%
• Radio consumption
– Teens: 17.06 hrs / week
– 18-25: 22.04 hrs / week
Source: RAB, Teens & Young Adult Reach & TSP – RADAR 87, Dec 05

22. Multi-Tasking
• Hispanic Youth either “always” or “frequently”
watch TV while they are online
– 12-24 age group: 73%
– 25-34 age group: 68%
Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”

23. So how do you reach them?

24. This is not your parent’s Hispanic advertising
• Don’t start with the big Spanish TV networks
– At least not the usual suspects (Univision,
Telemundo)
• Forget about newspapers or magazines

25. Where to start
• Social and music
– These are key entry points
• Use multiple platforms
– Often within the same media company
• Target, Target, Target
• Test emerging media
– This group is often way ahead of our planning
tools

26. How have we done it?

27. YAAO / We’re Fed Up
• YAAO (Youth Activism Against Obesity) is a
youth‐driven advocacy and social marketing
campaign primarily targeting Hispanic teens (14-
18) in LA County
• How do you effectively reach Hispanic teens with
a complex social marketing message?
– Shift consciousness & understanding of
• food marketing
• eating choices
• Lifestyle habits
• Environmental influences

28. Youth Activism Against Obesity
enlist them to help create the brand

29. Youth Activism Against Obesity
break thru the clutter and make an impact

30. Youth Activism Against Obesity
Don’t forget they are still kids…

31. Youth Activism Against Obesity
Allow them to carry the message in an organic space

32. Youth Activism Against Obesity
leverage the network effect of their social web

33. U.S. Army Overview
• Create awareness, increase propensity, and
ultimately drive quality leads among Hispanic
prospects to the U.S. Army, Army Reserves, and
ROTC
• Target: 18-24 year old Hispanics in U.S. and
Puerto Rico
• How have we done it?
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34. U.S. Army
Going where they are…

35. U.S. Army
…throughout the Internet

36. U.S. Army
Becoming a part of their social world

37. U.S. Army
Leveraging their favorite device

38. what does all this mean?

39. A new market with new rules
• Language is nuanced
• Digital platforms should drive efforts
• Traditional media is still important, but must be
carefully selected
• Very different insights must drive
communications

40. A little about us

41. this is sensis.
Full service advertising agency
Everything is digital
Engaging the hard-to-reach
Impacting mass market
The new agency of record

43. online media & marketing
banners / rich media web sites
video strategy web site design
email digital strategy content management systems
search engine marketing analytics web & desktop applications
gaming accessibility
personas
mobile
our services
digital-centric advertising
social media
creative & media (TV, radio, OOH, print)
social networking
multicultural
blogging
experiential
bookmarking
buzz / PR
widgets

44. credentials .044

45. Some of Our Clients
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