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BizReport : Advertising archives : September 24, 2008

Contextual advertising platform - now in Spanish.

A new offering from Lucid Media could help marketers targeting the Hispanic population. This week, Lucid Media released a Spanish-language version of it's ClickSense contextual advertising platform. In the US, Hispanic Internet users are expected to reach more than 20 million by 2010 and researchers have found that a bi-lingual approach is the way to go.

by Kristina Knight

lucidmedia.gifThe ClickSense platform incorporates more than 14,000 categories, giving marketers the ability to highly target display ads to consumers. In addition to display, the platform allows marketers to use direct marketing and gives brand advertisers a better chance to engage this growing demograpic.

"The online buying power and growth of the Spanish speaking demographic cannot be ignored," said Ajay Sravanapudi, President and CEO of Lucid Media. "Given that the growth of Spanish speaking Internet users is outpacing the rest of the world's usage growth, we felt that it would be in our clients' best interests to be among the very first to market with highly targeted contextual advertising capabilities."

According to a recent report from CommuniSpace, Hispanic consumers prefer to be active in online communities where they can speak Spanish as well as English. According to one forecast, Hispanic consumers will control nearly $700 billion purchasing dollars by 2010. It makes sense, then, that ads targeted to the Hispanic population would benefit from also being in Spanish.

Tags: contextual advertising, contextual targeting, LucidMedia, online advertising

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