Reaching Latinx Consumers: Insights on Ad Engagement & Personalization

Horowitz Research’s latest study, FOCUS Latinx: Advertising in a Digital World, uncovers a clear message for brand marketers: Personalization works, especially with Latinx consumers.

In fact, Latinx consumers are very receptive to ads that reflect their interest and behaviors. More than two-thirds (67%) agree digital technology makes it easier to find products and services that are the right fit for them. Even more telling, 46% say they like it when ads show offers or discounts based on their online activity. When done right, personalization can change the narrative from invasive to helpful.

In addition to liking personalized ads, this audience interacts with them. Over one-third (37%) of Latinx consumers say they’ve engaged with ads on social media by liking, commenting, or sharing, higher than the 31% among the total market. This level of engagement shows that personalized ads are sparking more action than a quick scroll-through.

Most notable, however, is that these interactions are translating into purchases. Whether it’s buying from a brand on Tik Tok shop or buying through an influencer’s social page, Latinx consumers are shopping through these channels where targeted and interactive ads work. For example, 36% of Spanish-dominant Latinx consumers have bought something from Tik Tok shop while 33% have bought from an influencer’s social page.

Why does this matter? It shows that personalization drives the full funnel: Attention, engagement, and, ultimately, conversion. Brands that invest in culturally relevant and targeted advertising strategies are better positioned to capture Latinx consumers’ interest and earn their loyalty. Latinx consumers are not only open to discovering products through digital channels but are also increasingly using them as trusted pathways to purchase. Ignoring this shift means missing out on a highly engaged and ready-to-buy audience.

 ABOUT THE AUTHOR – Sarah Garnica is a Marketing Associate at Horowitz Research, driven by her passion for understanding market trends. She thrives on connecting brands with consumers and is dedicated to giving voices to those who are often overlooked, ensuring diverse perspectives are heard and valued.

ABOUT THE STUDY – The State of Media, Entertainment, and Tech: Advertising in a Digital World study focuses on how to effectively reach and advertise to consumers in the digital media landscape.