{"id":27510,"date":"2017-11-30T21:10:08","date_gmt":"2017-11-30T21:10:08","guid":{"rendered":"http:\/\/adsmovil.com\/?p=27510"},"modified":"2017-11-30T21:10:08","modified_gmt":"2017-11-30T21:10:08","slug":"hispanic-mobile-network-adsmovil-provides-advertisers-with-viable-alternative-to-duopoly","status":"publish","type":"post","link":"https:\/\/adsmovil.com\/en\/hispanic-mobile-network-adsmovil-provides-advertisers-with-viable-alternative-to-duopoly\/","title":{"rendered":"Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly"},"content":{"rendered":"
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What:<\/strong>\u00a0Seven in 10 of the 58 million U.S. Hispanics now use a smartphone, and more are bypassing desktop and laptop computers completely in favor of tablets and mobile.
\nWhy It Matters:<\/strong>\u00a0With some help from their expertise in\u00a0Hispanic mobile<\/strong>\u00a0behavior, mobile ad network\u00a0Adsmovil<\/strong>\u00a0topped the latest\u00a0comScore Mobile Metrix\u00ae<\/strong>\u00a0in both the\u00a0Hispanic Mobile<\/strong>\u00a0and\u00a0Total Mobile Audience<\/strong>\u00a0reach categories. Could Adsmovil be the long-awaited viable alternative to the\u00a0Facebook\/Google<\/strong>\u00a0duopoly? And what does a\u00a0Hispanic ad<\/strong>\u00a0network<\/strong>\u2019s continued success with total audiences say about the key role that Multicultural plays in any mobile campaign\u2019s success?<\/p>\n

Since 2000,\u00a0Hispanics<\/strong>\u00a0have accounted for more than half of the population growth in the\u00a0United States<\/strong>: According to the\u00a0Pew Research Center<\/strong>, the number of Hispanics in the country reached 58 million in 2016. And with seven in 10 U.S. Hispanics now using a smartphone, this means that advertisers hoping to win in the United States must prioritize reaching this dynamic and tech-savvy demographic.<\/p>\n<\/div>\n

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More and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google\u2019s walled gardens.<\/div>\n<\/blockquote>\n
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“Taking into account that Hispanics are heavy mobile users and even use their mobile devices as their primary access to the internet, we always include mobile in all our communication strategies.<\/p>\n

In fact, we always recommend clients having a mobile-first approach when implementing any\u00a0digital campaign,\u201d\u00a0Gonzalo del Fa, President of GroupM\u00a0<\/strong><\/p>\n

Multicultural\u00a0<\/strong>(photo)\u00a0<\/strong>asserted.<\/p>\n

With this in mind, ad network\u00a0Adsmovil<\/strong>\u00a0launched\u00a0Programmatic Mobile Hispanic solutions<\/strong>\u00a0in 2015. In recent years, the network has become a leader in\u00a0Hispanic targeting<\/strong>, coming up with award-winning programmatic creative and location-based targeting initiatives informed by a thorough understanding of their clients\u2019 targets. And now, October 2017 data from ComScore has Adsmovil coming in at the top of the lists of Total Internet and U.S. Hispanic reach for Mobile:<\/p>\n<\/div>\n

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The voices demanding alternatives to the \u201cduopoly\u201d of\u00a0Facebook<\/strong>\u00a0and\u00a0Google<\/strong>\u00a0are growing louder, suggesting that Adsmovil could emerge as a leader at just the right time. While Google and Facebook took over 77% of the US$12 billion-dollar increase in global online ad spend in 2017, more and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google\u2019s \u201cwalled gardens.\u201d<\/p>\n

AdsMovil Credits Success to Unique Understanding of Hispanic Behavior<\/strong><\/h2>\n

In today\u2019s landscape, marketers are being forced to reckon with the fact that consumers cannot be reduced to simple profiles determined by gender, age, and ethnicity. AdsMovil\u2019s targeting solutions are focused on helping advertisers reach Hispanic users, looking at mobile users through an ethnographic lens that identifies specific Hispanic audiences according to the following factors: generation, acculturation, language and country of origin.<\/p>\n

Hispanics\u2019 acculturation levels lead to different attitudes toward language: those that are acculturated were typically born in the United States, prefer to speak in English, and can \u201ctoggle between Latino and American culture.\u201d They are typically tech-savvy and have at least a high school education. Non-Acculturated Hispanics may or may not have been born in the United States, may have immigrated recently and typically hold a high school degree or less.<\/p>\n

The benefits of understanding and appreciating these drivers of Hispanic mobile behavior make all the difference, pushing Hispanic marketing shops like Adsmovil at the top of Total Audience measurement on\u00a0comScore\u2019s Mobile Metrix in October 2017.<\/strong><\/p>\n

It is important to not only recognize the diversity that exists within Hispanic American population\u00a0but also find a team with the know-how to build campaigns that really reach such a diverse demographic.\u00a0 \u201cMexicans have different taste and buying habits than Dominicans or Argentinians. Adsmovil helps you deliver more effective media because we realize the differences and can target more appropriately. As a result, you will have better-performing campaigns,\u201d said,\u00a0Adriana Daantje, Global Product Director at Adsmovil.<\/strong><\/p>\n

It is important to not only recognize the diversity that exists within Hispanic American population\u00a0but also find a team with the know-how to build campaigns that really reach such a diverse demographic.<\/p><\/blockquote>\n

Acculturation, Generation, Language, Country of Origin Key Factors in Determining Hispanic Behavior<\/strong><\/h2>\n

In focusing on factors like acculturation, generation, language, and country of origin, Adsmovil can create targeted solutions for profiles of users with very distinct behavioral patterns: For example, non-acculturated Latinos are less comfortable using technology and slower to adopt new devices and functions, tend to use older mobile devices, and often have their browsers set in the Spanish language. They also consume more Spanish-language content, often from their countries of origin.<\/p>\n

Mobile use among US Hispanics also varies greatly based on generation, as first-generation Hispanics are not only more likely to speak Spanish, but also more likely to look for online content in-language, and to browse ethnically relevant news, entertainment and food content. Hispanic Millennials, on the other hand, care more actively about technology and \u201cwant to stand out and be noticed,\u201d according to Adsmovil. While they incorporate many Hispanic music, family, and culinary traditions, they are more open-minded than older Hispanic Americans, and tend to evolve with the rest of the younger Millennial Americans in terms of political and cultural beliefs and practices.<\/p>\n

Adsmovil\u2019s key differentiator is how it builds and identifies audiences within the Hispanic community based on the content that Hispanics consume<\/strong>\u00a0(language, keywords, context), instead of relying solely on targeting via location, app install or purchasing history. It has direct relationships and preferred access to Hispanic premium publishers offering qualifying traffic, and offers 100% SOV, and sponsorship and content integration opportunities with exclusively Hispanic publishers.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

What:\u00a0Seven in 10 of the 58 million U.S. Hispanics now use a smartphone, and more are bypassing desktop and laptop computers completely in favor of tablets and mobile. Why It Matters:\u00a0With some help from their expertise in\u00a0Hispanic mobile\u00a0behavior, mobile ad network\u00a0Adsmovil\u00a0topped the latest\u00a0comScore Mobile Metrix\u00ae\u00a0in both the\u00a0Hispanic Mobile\u00a0and\u00a0Total Mobile Audience\u00a0reach categories. Could Adsmovil be the […]<\/p>\n","protected":false},"author":18,"featured_media":27519,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-27510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27510","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/comments?post=27510"}],"version-history":[{"count":5,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27510\/revisions"}],"predecessor-version":[{"id":27520,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/27510\/revisions\/27520"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media\/27519"}],"wp:attachment":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media?parent=27510"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/categories?post=27510"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/tags?post=27510"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}