Internet Marketing: Hispanic online advertising, a force to be reckoned with

USA Hispanic internet usersexceed the total online population of all major Spanish-speaking nations. According to eMarketer, at the end of 2004 there were over 13 million Hispanic Internet users in the US, up from 12.4 million in 2003. This number is expected to reach 16 million by 2007. The US Hispanic online population, which comprises approximately one third of the total US Hispanic population, is more than 12 percent larger than the total number of Internet users in Spain, and 4 percent larger than the total online population of Mexico, Argentina and Colombia combined. The Internet Advertising Bureau's Hispanic Committee, which includes executives from companies such as Univision and Yahoo!, estimates that online advertising targeting US Hispanics will reach $75 million this year, up 67% from 2003. Advertisers spent just $10 million in 2002, the bureau estimates.

It is difficult to differentiate between the Hispanic and general market in terms of Internet users and Internet advertising, especially considering the fact that 51% of the US Hispanic online population is English-dominant, compared to 21% that is Spanish-dominant and 28% that has equal preference for both languages, according to comScore Media Metrix. The research company notes that only one Hispanic specific website, Terra Lycos, is among the top 10 most popular websites among US Hispanic users. General market websites like Time Warner Network, Yahoo!, MSN Microsoft, Google and eBay top comScore Media Metrix's list.

Web advertisers who want to reach Hispanics in Spanish tend to use Spanish-language websites (see table below). When it comes to attracting advertisers, measured by the number of brands/campaigns in a specific time period, Univision clearly leads the pack according to figures provided by HispanicWebMonitor. Two newspapers, El Nuevo Herald.com and La Opinion.com, are among the top ten sites. Batanga.com publishes a magazine. Remarkably, the average growth rate for the top ten sites during the first 11 months of 2004 was 78.9%, compared to the same period in 2003. Where is all this growth coming from? The Internet, particularly with regard to the Hispanic market, is a business to consumer medium. So it's not surprising that retailers are the biggest advertisers, with a 16% share of the total brands/campaign present on the 25 websites tracked by HispanicWebMonitor. Among retailers, the biggest subcategory is auto-retailers. Retailers are followed by the Online-media category (possibly buoyed by barter advertising agreements between websites) and the Financial Services category.

Univisión leads…

Website

Number of Brands/Campaigns

% Share of total Brands/Campaigns

Y/Y Growth

Univision.com

280

18.8%

112.1%

MSN Latino

225

15.1%

378.7%

Terra (US Hispanic)

147

9.9%

86.1%

Batanga.com

145

9.7%

145.8%

Starmedia (US Hispanic)

117

7.9%

125.0%

NetMio.com*

77

5.2%

(63.8%)

El Nuevo Herald

67

4.5%

(6.9%)

Yahoo! En Español

66

4.4%

1.5%

AOL Latino

66

4.4%

N/A

LaOpinion.com

43

2.9%

10.3%

Note: January–November 2004 period
Source:
Hispanicwebmonitor, a service of Media Economics Group

…and so does retail.

Category

Number of Brands/Campaigns

% Share of Brands/Campaigns

Y/Y Growth

Retailers

189

16.0%

11.2%

Media - Online (Portals and Content sites)

163

13.8%

45.5%

Financial Services and Insurance

127

10.7%

29.6%

Automotive

117

9.9%

72.1%

Telecommunications

88

7.4%

83.3%

Government and Non-profit Organizations

72

6.1%

53.2%

Travel

69

5.8%

72.5%

Consumer Products

56

4.7%

(21.1%)

Media: Print, Radio & TV

50

4.2%

8.7%

Educational Services

41

3.5%

41.4%

Note: January–November 2004 period
Source:
HispanicWebMonitor, a service of MediaEconomics Group


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