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BizReport : Trends & Ideas archives : May 08, 2008

Platform to target Hispanics through content, ads

A new solution from Directory M could make it simpler for local advertisers to appeal to the growing Hispanic marketplace in the US. Through the platform, content publishers and advertisers can target the Hispanic population in a format different from the typical local classified space.

by Kristina Knight

The platform includes US Spanish Content Guides. Since the launch, the guides saw more than 100,000 unique users in the first 30 days.

"In some instances, we’ve seen 30 percent week over week growth.” said Hans Orejuela, VP of content, DirectoryM. “With three of our company founders being of Latin descent, this was a natural progression for our business.”

What makes the Hispanic population an appealing demographic for marketers? The sheer numbers. According to information from Kalorama, Hispanic consumers have purchasing power of nearly $700 billion in the US. However, the consumer-base continues to be under served because nearly half of these users prefer Spanish language destination sites online; most US-based destination points are English-language.

A recent report from The Media Audit shows that 41% of Hispanic users shop online; that is a 20% increase since 2003. nearly one-quarter of Hispanic online shoppers make 5 purchases each year; more than 10% make over 10 purchases online each year.

Tags: demographic targeting, Hispanic consumers, online advertising

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