Sensis targets online Hispanic population for latest Ad Council campaign.

Sensis has helped the Ad Council secure in media buy donations from notable outlets, including MSN Latino, EsMas, StarMedia, Terra, Admixture and Batanga. This partnership marks the first time the Ad Council has received assistance in securing Spanish-language online media placements and also signifies the importance in using online tactics to reach this segment of this population.

“Online media is critical for almost all of Ad Council‚s campaigns because it uses direct response strategies to reach its target audiences. The online component is huge because it allows people to become more engaged and to learn more about a certain message,” said José Manuel Montenegro, Sensis‚ director of account and media services and the securer of media donations for the Ad Council. “Our team at Sensis was able to work with online outlets that we use throughout the course of our business to help the Ad Council create a diverse media buy. These donated ad locations will help the Ad Council get its message out to the Hispanic population, and we were honored to help.”

In its previous campaigns, the Ad Council has had great success in garnering donated online media buys for its traditional English-language banner ads. However, the ‘Superhéroes’ campaign needed a strong Spanish-language presence to reach the Ad Council’s desired audience. This campaign is fighting against the apathy of Hispanics who are 38 percent less likely than non-Hispanics to have visited the doctor within the past year, according to the Agency for Healthcare Research and Quality (AHRQ). The ‘Superhéroes’ campaign encourages Hispanics to be heroes for their families by taking a proactive approach to their health care.

“The Ad Council is starting to grow more opportunities in the Hispanic online arena. Because rich media files require more bandwidth, it is not as easy for us to capture donated media placements,” said Kathy Crosby, senior vice president and group campaign director for the Ad Council. “Sensis was instrumental in getting our rich media banners hosted and served on high-traffic Web sites. Because of everyone‚s success on this campaign, we hope to continue to grow our relationship with Sensis as we continue to delve deeper into the Hispanic online medium.”

In addition to securing donated media buys, Sensis also designed Spanish-language, interactive banner ads that will run as part of the national public service campaign. The banner ad complements the portion of the Superhéroes campaign, including television and radio spots, coordinated by Casanova Pendrill.

Sensis and the Ad Council encourage all online Hispanic media outlets to help further the reach of the ‘Superhéroes’ campaign by supporting the new public service announcements in donated space. If you are interested in receiving the ‘Superhéroes’ Web banners, please contact Angela Hui at ah**@*******il.org.