As the Hispanic market moves quickly from a niche segment to the mainstream, advertisers are using more ways to target the various Hispanic segments.  The question of what language to use when targeting Hispanics often arises.

While getting the language right is extremely important, merely talking to Hispanics in their language of preference is not enough.  One must speak culture.

The music, creative and casting of actors have taken center stage as a means to clearly indicate who a brand is targeting without it being a pure Spanish language spot.

Speaking culture is even more vital when talking to bilingual and English dominant Hispanics.  Spanish language spots that run on Spanish language TV, tend to have the culture component present by default, but the “culture component” needs to be strategically inserted in English Language spots that target Hispanics.   Hoping that your general market creative will resonate with English Dominant Hispanics just because the language is correct is dangerous thinking.  Yes, they understand the language, but if the spot does not emotionally connect or resonate with them, they might feel the product is not for them – an opportunity missed.

Speaking culture can be complex in the U.S. as one must factor in target age as well as nuances related to country of origin and level of acculturation.

In the general market, target age is a main factor in developing creative and determining messaging.  For example an ad targeting an 18 to 24 year old might involve a modern feel, include contemporary hit music, be more high tempo or fast paced.  An ad for a target 45 years of age or older might contain a slower pace, dated music, more facts and an overall feel that is representative of this group. 

In the U.S. Hispanic arena one must take this a step further.  For example,  Reggaeton and Bachata are a good fit for younger Caribbean Hispanics (Puerto Ricans, Cubans and Dominicans) across all levels of acculturation, but not a great fit for Mexicans & Central Americans, young or old.

The Hispanic acculturation process is happening at a much slower pace than that of previous migrational waves. This is due to the proximity of Mexico, the large numbers of immigrants entering the country every year, settlement patterns and modern technology, namely phones and computers, which allow immigrants to stay in touch with relatives to whom they speak in their native tongue.  

Speaking culture is a must for success.  97 percent of all U.S. Hispanics say that they are proud of their Hispanic heritage and that they consider themselves culturally different from non-Hispanics.

Hispanic Media Spending to Increase in 2010
We see the use of Hispanic media increasing in 2010 – particularly on Spanish language television and radio. 2010 is a World Cup year and this is more important to Hispanics than the Super Bowl is to Americans. The opportunities to reach Hispanics are unparalleled during a World Cup year, while emotions, passions and audience levels are higher than normal.

Empower MediaMarketing also sees steady growth in mobile ad dollars aimed at Hispanics as this demographic already has a high proclivity for all things cell phone-related.  The movement of ad dollars toward the rapidly growing Hispanic American population will be further strengthened by expansion of the Hispanic legal advice sector; whose ad spend is already up a whopping 34 percent due to immigration law requirements.

As a result you can expect higher prices and tighter inventory in 2010.

By: Bryan Melendez, Director - Hispanic Media