IAB’s New Hispanic Working Group to Focus on Research

The Interactive Advertising Bureau has created a new Hispanic Research Working Group. Olga Casabona, VP of Audience and Market Insights at ImpreMedia, leads the IAB Hispanic Research Working Group, since the unit was created back in November last year.

According to Casabona, “research is critical to define and measure Hispanic online audiences and connect marketers to this important and growing segment. “Our taskforce will communicate not only the size, characteristics and engagement of these audiences but also how to most effectively reach out to them in-language and in-culture.”

The Working Group is formed by a total of twelve media research individuals from ImpreMedia to Terra Networks, Telemundo, Univision, StarMedia, AOL Latino, Batanga and Scarborough. These companies represent 80% of the Spanish online traffic in the U.S. Our efforts are intended to consolidate data from different resources and convey a clear message about the size, growth and dynamics of the Hispanic online marketplace.

Arturo Duran, CEO of Impremedia Digital, notes that the initiative was born out of the fact that the general market is constantly receiving different information about the size and general dynamics of the Hispanic digital market. We think that by unifying the message about the market stats, there will be more companies interested in buying advertising in the Hispanic digital media market”

Mark Lopez, COO of Terra and co-chair of the Interactive Advertising Bureau’s Hispanic Taskforce (together with Telemundo’s Borja Perez), says that “Research is the key to grow our market in digital advertising. We have done a lot of work in digital measurement to ensure we improve our monthly audience metrics in Comscore. We are now looking at a broader effort working together to organize and communicate relevant research within our member organizations”.


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