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BizReport : Advertising archives : January 10, 2008

Ad platform to target second-generation Hispanics

A digital marketing platform is in the works between MSN Latino and MRM Worldwide, the direct marketing entity of McCann WorldGroup. The platform will allow marketers to better target second-generation Hispanics in the US, a highly sought-after demographic.

by Kristina Knight

msn%20latino%20logo.jpgAdvertisers within the MSN Latino platform will be offered different creative packages as well as analytics which will help in maximizing ROI of campaigns within the network. Second-generation Hispanics are the fastest growing ethnic group in the US. According to research from MRM, this generation reports they are more influential in brand decisions than their parents or grandparents have been. In the survey, the respondents said they wanted more culturally relevant ads.

The US Census Bureau reports that US-born Hispanics will comprise 70% of the demographic by 2020.

Maria Lopez-Knowles, group account director at MRM said, "This expanding consumer segment has been under-served. They are the bridge generation that translates the language and interprets the U.S. culture for their forebears and are key brand influencers in multi-generational families, yet they haven’t been effectively reached to date."

Though the demographic is quite comfortable speaking Spanish, most of the survey respondents said they preferred to read/write in English and that they consumed more English-based media than Spanish-based.

Knowing how to connect with this demographic is a huge first step; the platform from MSN Latino could help advertisers make that first connection.

Tags: advertising platform, MSN, online advertising

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