Hispanic mobile media and advertising market heats up

Date: June 25, 2008 9:56:09 PM EDT
Source: VentureBeat (http://venturebeat.com/2008/06/25/hispanic-mobile-media-and-advertising-...)
Author: Jake Swearingen

For companies looking to make a move into mobile advertising, it might be good to a get a few bilingual Spanish speakers on staff. While money has already been following Hispanics online for a while, with Hispanic consumer spending expected to top $1 trillion by 2010, and use of mobile phones exploding within the Hispanic market, expect more and more mobile marketing targeted at Hispanics in the coming months [...]

ImpreMedia, a New York City media publisher with a focused network of Spanish-language websites, announced its own deal with mobile search company 4INFO on Monday, with the two companies teaming up to send out text messaging alerts for sports, entertainment, and politics. With a baseline of three messages per day, with more possible during a high-profile event such as a soccer match or election day results, the company is in talks with sponsors looking for a way to access Hispanic consumers.

Mario Alfano, a senior vice president of Audience and Marketing at ImpreMedia, points out that in many Latin American countries, texting is not seen as “something only young kids are doing — older people are doing it well. Because of the market there, it’s often much cheaper to text someone, so there’s greater acceptance.”

He also finds that advertisers are willing to move into much smaller markets when they know they’ll reach a tightly focused demographic. “Advertisers are looking to reach masses of people, but I think with mobile you can get down to lower numbers, especially when it’s geotargeted or timed ads. You really only need 10,000, maybe 20,000 people signed up.”

Still, he warns that companies have to craft messages carefully when attempting to market to Hispanic consumers mobiles. “The biggest mistake is thinking, ‘Oh, if we build it, they will come.’ It’s not a monolithic market. This is the most personal way to communicate with someone, through their mobile phone. It has to be relevant, both geographically and culturally.”

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