ContextWeb enhances marketers ability to target Hispanic markets

The Hispanic population in the US is one of the fastest growing populations. To help marketers reach this new consumer base, ContextWeb has launched a Spanish-language contextual targeting platform. The platform allows marketers to reach Hispanic consumers on both Spanish and English language websites.

by Kristina Knight

Anand Subramanian, ContextWeb, Inc. CEO said, "We are excited about the value proposition that this brings to the marketplace, since our contextual targeting is a first among Spanish-language networks. Our contextual technology creates great value for both advertisers and publishers. Our big advantage is the ability to understand the meaning of Spanish language pages to assure they are a good, brand -safe match for an advertiser's message and offer this at significant scale."

According to a recent report from eMarketer just over half of the Hispanic population in the US is online; many, also, are multi-taskers. In many cases Hispanic consumers will be online as they are watching television and texting via mobiles. This demographic is also very loyal to their culture and language, giving Spanish-language targeting abilities key for marketers.

The new platform will allow marketers to use contextual banner ads as well as keyword and geo-targeting capabilities; there will also be retargeting from Hispanic micro-sites.