With Hispanic spending projected to grow 85% over the next 10 years and reach $1.7 trillion by 2019, it’s crucial or marketers to understand how they can forge stronger relationships with this increasingly powerful demographic. The study, conducted across mobile and desktop devices, focused on how three pillars of Hispanic targeting – topic, language, and culture – impact the connections between consumers and brands.
“We’ve long known the benefits of tailoring brand ads to reach U.S. Hispanics via Spanish-language content and Hispanic cultural nuances. By using breakthrough technology to conduct research on mobile devices and utilizing facial coding technology, this study goes a step further to prove that the content used while running an ad is just as important,” said Roberto Ruíz, EVP of Research, Insights & Analytics at UCI. “We found that ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content, helping marketers create deeper and more meaningful connections with this burgeoning demographic.”
Among the key takeaways found were how impactful language and cultural targeting are at forging a more personal relationship between the consumer and the brand, not just raising key brand metrics but engaging consumers on a deeper level.
- Research found that language targeting helps brands develop deeper connections with consumers when attention is both captured and maintained throughout the run-time of the ad, allowing the brand to communicate its essential message. In fact, language-targeted ads are twice as effective at driving purchase intent among total Hispanics. For Spanish dominant Hispanics, language targeting went an extra step by increasing perceived brand relevance and agreement that the brand advertised is “a brand I would pay more for.
- Hispanics recognized cultural targeting as a better media experience in mobile devices, and facial coding showed 60% more emotion expressed by those watching the culturally targeted ads compared to non-culturally targeted ads. In-culture ads were twice as effective at driving brand favorability and made consumers want to recommend the brand more, increasing the brand’s social capital.
“We have intuitively known that context is important in advertising, but we were surprised to see the exact same ad performed best by addressing language and culture,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “We were pleased to be able to explore this topic in depth, especially given the purchasing power of the Hispanic audience.”
In conducting the study, more than 6,000 Hispanic consumers were interviewed across personal computers (PC) and smartphones. The nationally representative Spanish-speaking audience could select video content for viewing based on their preferences. Participants were randomized to see a control or test video ad, which ran as pre-roll. The latest facial coding technology was used to track both attention and emotions as video played on each device: webcam for PC and camera for smartphone. In comparing the effectiveness of each targeting technique, the impact of the same video ads is always compared to each other. This allowed the researchers to understand the role of context while controlling for differences in the effectiveness of individual video ads.
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