Unlocking Premium Hispanic Inventory with Spanglish Audiences
Hispanic and Latino consumers represent one of the fastest-growing demographics in the United States. According to the U.S. Census Bureau, the Hispanic population in the U.S. surpassed 63.7 million in 2022, accounting for nearly 20% of the total population. This demographic wields significant purchasing power, projected to reach $2.6 trillion by 2025. However, despite their substantial market influence, Hispanic audiences are often overlooked in advertising budgets.
Most data vendors in the ad tech space continue to generalize Hispanic audiences into a single monolithic group, ignoring the diverse cultural backgrounds, countries of origin, and linguistic preferences within this demographic. This oversimplification results in data that lacks the granularity needed for effective targeting. Additionally, relying on outdated or stereotypical data points that do not accurately reflect the cultural nuances of Hispanic audiences also results in advertising that feels inauthentic to the target audience. This highlights a significant disconnect between the data used for targeting and the actual preferences and behaviors of Hispanic consumers.
Another important factor to consider is that Hispanic audiences in the U.S. are diverse in their language preferences, with some preferring Spanish, others English, and many using both languages interchangeably. Many traditional U.S. Hispanic households are multigenerational, meaning that first, second, and third-generation Latinos live in the same household, where Spanish Language First (SLF) family members tend to rely on English Language First (ELF) members to interpret English-language content and American culture. Understanding these cultural and family dynamics are crucial to making a mark with ads that are applicable and relevant for the whole household.
Adding to all of the above gaps, inefficiencies and missed opportunities in audience targeting, the biggest elephant in the fancy, clean rooms of ad tech, is that of major advertisers underspending on the Hispanic market relative to its total population, media consumption habits, and colossal economic power.
A comparative analysis of Hispanic sentiment from 2018 to 2023 led by the Hispanic Sentiment Study reveals an alarming drop in how Latinos feel their values are reflected by the majority of Americans, including big brands. From 68% in 2018 to 48% in 2023, this 20 point drop is indicative of the fact that while representation of minorities might have improved overall, it does not appear to be the case for the Hispanic community. On the other hand, Latinos expressed higher trust in niche Hispanic/Latino news & media outlets compared to mainstream media, with an increase from 25% in 2018 to 32% in 2023. This increase is a warning sign for big brands and companies to catch up in terms of accurate targeting and representation if they want to tap into this sizable market which continues to expand exponentially in purchasing power.
This also presents a grave problem for many Hispanic/Latino focused media companies that have a wealth of rich, culturally relevant content yet can’t seem to get brands to prioritize their minority audiences over mainstream ones.
How Spanglish Audiences solves for challenges facing Hispanic audience addressability and representation
Spanglish Audiences, an advanced audience solution by ElementalTV created in conjunction with Spanglish Movies, provides rich, nuanced data on Hispanic audiences.
Through our extensive, high-value first-party data, including content, behavioral, contextual, and demographic data, Spanglish Audiences delivers unmatched scale and advanced inventory segmentation, which helps advertisers achieve seamless audience activation across the CTV/OTT ecosystem with relevant, engaging content.
Through Spanglish Movies’ exclusive partnerships with many of the leading Hispanic content producers in the industry, advertisers can access high-quality, premium inventory. Moreover, the culturally rich, authentic content from Spanglish Movies ensures high viewer engagement and ad recall, driving improved campaign performance.
With ElementalTV’s proprietary audience tech and Spanglish Movies’ vibrant library of exclusive, original Hispanic content, Spanglish Audiences is poised to stand out as one of the most scalable and accurate data product in the U.S. Hispanic marketplace. By providing access to a bevy of efficiently curated Hispanic audience packages across the OTT landscape, Spanglish Audiences enables advertisers to connect with the rapidly growing and influential Hispanic demographic effectively.
