Agency

Among the 50.7 million Hispanics in the United States, nearly two-thirds (65%), or 33 million, self-identify as being of Mexican origin, according to tabulations of the 2010 American Community Survey (ACS) by the Pew Hispanic Center, a project of the Pew Research Center. No other Hispanic subgroup rivals the size of the Mexican-origin population. Puerto Ricans, the nation’s second largest Hispanic origin group, make up just 9% of the total Hispanic population in the 50 states and the District of Columbia.

According to new U.S. Census Bureau population projections, by midcentury most world regions will resemble Europe, which in 2005 became the first major world region where the population 65 and older outnumbered those younger than 15.

A lot of time and effort goes into the creation of a 30 second ad. From creative, to design, to branding, to marketing, to media buying, that ad has many uses. But imagine if you could cut it in half and still prove the same or greater impact on the viewer all while multiplying its uses across digital platforms.

The challenge for brands and marketers is figuring out how to tap into and engage this emerging market in order to grow along with these multicultural consumer groups. In fact, despite the opportunity these consumers present, there is still a lack of products being developed specifically for these consumers, and advertising spending directed at these audiences continues to lag.

The Rollins School of Public Health at Emory University unveiled a major update of AIDSVu, including new interactive online maps that, for the first time, show the latest HIV prevalence data for 13 U.S. cities by ZIP code or census tract.

The Media Comparisons Study is a key industry resource for multi-media usage and effectiveness analysis. In 2012, TVB retained Knowledge Networks to conduct the study and the findings are revealing.

BET Networks has partnered with HuffPost BlackVoices, Black Enterprise, Burrell Communications, Cable Advertising Bureau, Essence Communications, GlobalHue, Inner City Broadcasting Corporation, KJLH Radio, Johnson Publishing Company, National Association of Black Owned Broadcasters, Nielsen, North Star Group, National Newspaper Publishers Association, One Solution, Radio One, TV One, Interactive One, Reach Media, Steve Harvey Radio, TheGrio, The Root, The Africa Channel, UniWorld Group, Vibe Media and Walton Isaacson to create a history making black media and marketing consortium.

Tangerine Watson Inc. has revealed the inaugural rankings of Best Agencies by multicultural professionals, findings were derived from the Impact Study 2011. As the first industry-wide research study of perceptions and perspectives of multicultural advertising professionals in contrast with white advertising professionals, the Impact Study offers an objective baseline to build upon current initiatives moving forward and tangible employee values for each agency to establish their own competitive edge in the market.

On average, Hispanics visit convenience stores (c-stores) more frequently on a monthly basis compared to non-Hispanics, according to a recently released report by The NPD Group. The NPD report, entitled The Hispanic Convenience Store Shopper, finds that Hispanics overall made almost two more visits a month than non-Hispanics to major oil chain convenience stores, and nearly one more visit over a 30-day period to traditional c-stores than non-Hispanics.

Online consumers spent 33% to 45% of their monthly beauty and personal care budgets online, according to a March 2012 survey of online buyers in North America conducted by A.T. Kearney. Shoppers are using both etailers and brick-and-mortar stores to purchase these types of consumer packaged goods, meaning that brands need to step up multichannel marketing efforts to reach their clients wherever they are buying.

With celebrations around Dia E (Day E) last Friday, in which Spanish language, El Espanol, is used to call attention to its use by 500 million, efforts from Spain took care of highlighting the presence of the 50 million Hispanics who live in the United States.

Advanced techniques for attributing value to digital media channels, based on specific campaign goals and detailed data analysis are replacing simplistic first and last click measures, to become the basis of publisher compensation. Lack of consensus on the “right” new approach, however, is causing confusion in the marketplace. The “Digital Attribution Comes Of Age,” a new commissioned study released by the Interactive Advertising Bureau (IAB), analyzes the drivers of this shift and reveals several trends that are shaping the practice of digital attribution.

Recently Univision held a “Hispanic 411: Insights to Grow Your Business” webinar that revealed the findings of a new study on Hispanic millennials. The results show how culture deeply influences millennials across social interactions, attitudes, purchasing behaviors, technology usage and media consumption. The webinar also introduced the Cultural Connection Index (CCI), the tool that measures whether a respondent has a high, medium or low connection to culture. By: Roberto Ruiz, Senior Vice President of Brand Solutions at Univision Communications Inc.

Last year Banco Popular, Puerto Rico’s largest bank, changed the lyrics to one of the country’s most popular songs in a bid to help end an almost eight-year recession. This week the campaign, created by JWT, won the Grand Prix Lion for public relations at the Cannes Lions International Festival of Creativity. Available on HispanicPRpro.com