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<\/a><\/p>\nThe Mobile Majority \u2013 an advertising technology company based in Santa Monica, California \u2013\u00a0has developed a new data model to better reach Hispanic consumers on smartphones and tablets, regardless of the language they choose to consume their content.<\/p>\n
Today, the company\u00a0announced its newest audience targeting product,\u00a0Multicultural Smart Segments<\/em>.(PDF<\/a>)<\/p>\n Launching first with its Hispanic Smart Segment<\/em>, The Mobile Majority can now offer advertisers up to 10 times more mobile inventory<\/strong> for specific demographic audiences than is currently available through standard RTB opportunities.<\/p>\n Request a Demo<\/a><\/p>\n Currently, there is a large disconnect between Hispanic mobile usage and the amount brands are spending to reach them through mobile advertising.<\/p>\n<\/div>\n The Hispanic market is not only engaged, but also large \u2013 and still growing. By 2050, Hispanics are expected to make up 30% of the U.S. population. Today, they already represent $1.5 trillion in buying power. Hispanics living in the United States are also highly connected to their mobile devices.<\/p>\n \u201cMobile phones provide the main link for Latinos going online, with 76 percent using their phones to access online content. According to Google, 65 percent of Latinos use their smartphones exclusively to go online,\u201d added Adsmovil<\/a> CEO, Alberto Pardo.<\/p><\/blockquote>\n Even still, the AHAA<\/a> reports that \u201cthe top 500 U.S. marketers are allocating about 8.4 percent of their overall ad spend to Hispanic dedicated efforts.\u201d Though this number has risen from 5.5 percent in 2010, it is approximately half of what it should be proportional to the number of Hispanics living in the U.S. today.<\/p>\n Until now, advertisers have relied on a mobile device\u2019s language to be set to \u201ces\u201d (or Espa\u00f1ol) to determine if they should serve a Spanish language ad to that specific consumer.<\/p>\n Currently 3% of all bid requests that come through real-time bidding (or RTB) environments have this setting enabled. To put this into perspective, Hispanics and Latinos make up 17% of the U.S. population \u2013 a number that is expected to grow significantly in the coming years.<\/p>\n The reason is likely due to the fact that in many Spanish speakers\u2019 lives, English is also prevalent\u00a0\u2013 both linguistically and culturally. Online, 73% of Hispanics consume media \u201conly in English\u201d or \u201cmostly in English, but some Spanish.\u201d<\/strong><\/p>\n Targeting Hispanic consumers solely by the language setting on their phone is a gross over-simplification of what is a burgeoning mobile market. Language alone does not define a culture.<\/span><\/a><\/p>\n As a result, advertisers trying to reach this highly engaged and receptive audience<\/a> have been missing out on millions of potential mobile impressions.<\/p>\n Because Smart Segments<\/em> are implemented in real-time, it is possible for an advertiser to load two versions of an ad \u2013 one in Spanish and another in English \u2013 into The Mobile Majority\u2019s platform.<\/p>\n \u201cWe all know that Latinos own their smartphones as their first source of entertainment and information, but most of the advertisers still focus on traditional Internet placements to reach them,\u201d explains Giancarlo Molero, Partner at DLB Group Worldwide<\/a>.<\/p><\/blockquote>\n He continues, \u201cIf you are watching or reading what is going on your country of origin (Mexico, Dominican Republic, or Venezuela) you might be more willing to receive messages in Spanish.<\/p>\n
\nThe Hispanic Mobile Opportunity<\/h4>\n
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\nReaching Audiences via \u201cDevice.Language\u201d<\/h4>\n
![\"Hispanic](\"https:\/\/www.majority.co\/wp-content\/uploads\/2015\/09\/hispanic-language-preferences.png\")
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\nDual Creative from a Single Campaign<\/h4>\n
![\"hispanic](\"https:\/\/www.majority.co\/wp-content\/uploads\/2015\/03\/hispanic-mobile-ad.jpg\" "\\"hispanic")
\u201cBut if you are having fun with friends watching Late Night shows clips, you might be willing to see the ads in English as well. At the end, it is all about better understanding how the audiences consume media and how they prefer to interact, and that is something we can accomplish with excellent results with The Mobile Majority.\u201d<\/p>\n
![\"Hispanic](\"https:\/\/www.majority.co\/wp-content\/uploads\/2015\/09\/hispanic-population-density.png\")
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